Swatch to Introduce AI-DADA Platform for Custom Watch Dial Creation
Swatch Group is preparing to launch a new service that will allow customers to design personalised watch dials using artificial intelligence. The platform, named AI-DADA, was announced in the company’s latest financial report and is scheduled for release in summer 2025.
Design Approach
AI-DADA will enable customers to interact directly with the system to create unique dial designs. Inspiration will be drawn from Swatch’s design archive spanning the past 40 years, ensuring that every creation reflects the brand’s visual identity while offering space for individual expression. This approach combines decades of heritage with advanced AI tools.
Unconfirmed Details
Swatch has not yet confirmed:
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Whether AI-DADA will be available online, in boutiques, or through both.
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If it will allow customisation of existing models or focus only on new designs.
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Which collections will be included at launch.
Industry Context
The introduction of AI-DADA aligns with a growing trend towards personalisation in the watch industry. By merging digital creativity with established design heritage, Swatch aims to offer a new and engaging experience that reflects both its history and its willingness to embrace innovation.
