Business News: You Can Now Make Your Own Unique Swatch Using Its ‘AI Dada’ Tool

The AI Dada tool – named for ‘Artificial Intelligence’ and the anti-establishment, avant-garde ‘Dada’ art movement and school of thought in the early twentieth century – first rolled out in Switzerland in late 2025 and in select parts of Europe earlier this year. Now, U.S. residents can access the program for the first time and utilize the artificial intelligence data to design a watch. 

I went to an event in Paris for the launch of AI Dada in Europe a few weeks ago and spoke with Carlo Giordanetti, the CEO of the Swatch Art Peace Hotel and a member of the Swatch Management Board. The long-time Swatch executive and designer says using artificial intelligence to create a watch represents the next step in giving customers the tools to express their individual tastes and interests. 

“We all see this as a dialog with ‘AI Dada,’ but it’s actually a dialog with yourself,” Giordanetti says. 

“You need to translate what you have in mind into words, and then hopefully it will give you a watch that you want to wear.”