Swatch teases an AI tool that could let you design your own MoonSwatch

Swatch is teasing a new service that could let you design your own watch using artificial intelligence – and as a fan of its previous customisation efforts, I’m intrigued.

I’ve used the Swatch X You platform in the past and loved being able to pick out my own colours and patterns. The idea of doing the same for a MoonSwatch? Yes please – especially if it means unlocking colour combos we’ve never seen before.

According to a financial update from Swatch Group, reported on by Watch Pro, the new service is set to launch this summer and is being described as a “world first” in personalisation.

At the heart of it is something called AI-DADA, a generative tool developed in-house by Swatch. The idea is that customers will be able to interact with this “artistic intelligence” to create unique watch dials. It’s trained on more than 40 years of Swatch design history, meaning anything it generates should still look and feel like a proper Swatch.

“Swatch will launch the ultimate in personalisation,” the report claims. So far, though, the company hasn’t confirmed whether this AI tool will work across all collections, including the MoonSwatch. In fact, it might not involve the MoonSwatch at all. This could be a brand-new model created specifically for the AI-DADA platform.

Still, if MoonSwatch personalisation is on the table, it could mark a shift in strategy. Rather than releasing endless new editions like the Mission to Moonshine models, Mission to Earthphase, or Snoopy collabs, Swatch could hand the creative power over to fans themselves.

There’s no word on pricing, but if it mirrors the Swatch X You programme, we could expect a small premium over the standard model.

Personally, I’d love a MoonSwatch inspired by the neon of the 1990s Grand Prix Chronograph – bright pinks, greens and yellows on a black dial. Sign me up!

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Spencer Hart Buying Guide Editor

About

As Buying Guide Editor, Spencer is responsible for all e-commerce content on Stuff, overseeing buying guides as well as covering deals and new product launches. Spencer has been writing about consumer tech for over eight years. He has worked on some of the biggest publications in the UK, where he covered everything from the emergence of smartwatches to the arrival of self-driving cars. During this time, Spencer has become a seasoned traveller, racking up air miles while travelling around the world reviewing cars, attending product launches, and covering every trade show known to man, from Baselworld and Geneva Motor Show to CES and MWC. While tech remains one of his biggest passions, Spencer also enjoys getting hands-on with the latest luxury watches, trying out new grooming kit, and road-testing all kinds of vehicles, from electric scooters to supercars.

Areas of expertise

Watches, travel, grooming, transport, tech