Swatch’s New OpenAI-Powered Tool Lets You Design Your Own Watch

November 20, 2025

TL;DR

Swatch introduced Swatch x You in 2017, a platform for customizing watches.
The new AI-DADA tool uses AI to generate unique watch designs from text prompts.
Each AI-DADA watch is marked as '1/1' to emphasize its uniqueness.
Users are limited to three prompts per day on AI-DADA.
Swatch has implemented guardrails against inappropriate or infringing designs, with further restrictions from OpenAI.
The AI model's dataset includes over 40 years of Swatch designs, collaborations, and art.
Swatch will own the rights to all AI-generated designs and customer data.
The AI-DADA platform is currently limited to the New Gent watch model, not the popular MoonSwatch.
The complex manufacturing process of MoonSwatches makes personalized versions difficult to produce currently.
Swatch CEO Nick Hayek Jr. has not ruled out future customized MoonSwatches.
AI-DADA will launch in Switzerland on November 21st, costing ₣170, with plans for wider international availability.
Other Swatch models are expected to be added to the AI-DADA offering in the future.