Earlier this month, Swatch Canada invited a group of journalists, content creators and influencers to a cozy dinner to introduce its new AI-DADA project.

Artificial Intelligence is a hot topic these days and our hosts were quick to point out that this service, which allows collectors to customize a watch using imagery from over 40 years of archival designs as well as visuals from past events and promotions.

Therefore, the "AI" in AI-DADA stands for “Artistic Intelligence". And Dada references the early 20th century irrational art movement that embraced collage and repurposed ready-made objects to create a new kind of expression.

While guests were invited to use the online AI-DADA tool to create their own horological pièce uniques, the main draw for Swatch fans was an impressive collection of collaborations with artists such as Keith Haring, Damien Hirst and designer Vivienne Westwood pulled from the brand’s archives in Switzerland.

ART HISTORY

These pieces proved that Swatch has embraced artistic sensibility from the start. Almost every guest at the table talked about the brand being their first watch (and more than a few were wearing their vintage Swatches). In their stories, they talked about how these timepieces were an extension of their personal style. Those thar could remember the 1980s explained how they personalized their looks by wearing multiple mixed and matched timepieces at the same time.

This isn’t the first time Swatch has offered customization. In 2017, Swatch X You used a dedicated configurator thar allowed buyers to pick from an array of strap and dial patterns and mechanism colours.

And the brand has a very long list of creative collaborations.

In 1984, just one year after the brand debuted, Swatch sponsored the first-ever Swatch World Breakdance Championship at The Roxy, NYC, iconic poster. For the Toronto event, the brand brought out an original poster, designed by Keith Haring, as well as examples of the many Haring-themed watches from Swatch's collections over the years.

Haring’s pieces represent music and dance, but Swatch also produced many timepieces that one could call wrist sculptures. We were delighted to see Alfred Hofkunst trompe l’Oeil “art Specials” from 1991 in person for the first time. These three watches were formed in the shape of a cucumber, a jalapeno pepper and a Bacon and egg Pop Swatch.

CULT OF PERSONALITY

Swatch continues to foster creative collaboration. This year, the Swatch Art Peace Hotel, Swatch’s unique artist residency, celebrated 15 years as a vibrant hub for artistic expression. To mark this important milestone, the brand is launching the Swatch Art Peace Hotel Collection, six watches that bring together six artists from across China, 

Which brings us back to the AI-DADA. Swatch is looking for more avenues for you to release your inner artist.

With Swatch X You there were so many possible combinations that the odds of meeting anyone with an identical combo was small. But with AI-DADA you are pretty much guaranteed a one-of-a-kind piece. For you (or a friend), by you.

Inspired by the iconic archival watches that surrounded our party, Swatch invited us to try out the tool. The steps are simple:  log into your Swatch account, then type in your prompts (there are very clear directions on the site). The site asks users to give prompts of up to 300 words and then uses an artificial intelligence (okay, it does use actual AI) large language model to generate a Swatch 'New Gent' 41-millimeter diameter watch with a design based on these cues.

Because it is the year of the horse, I entered “fire” and “horse.” Within minutes a design popped up. It wasn’t for me. I tried again with “Chinese, “Zodiac,” and “Horse.” The result was interesting but not for me.

You only get three prompts per day, and if you are an indecisive sort this might be a problem. So, I took a total left turn and instead went with “Blueberry” (the best berry in the world). The program then scoured more than 40 years of Swatch’s visual archives and came up with a sort of Marimekko-looking design that I was pleased with.

It was also fun to see what my colleagues came up with. While I love my blueberries, I wish I’d been more expansive with my cues. Maybe I’ll plan an AI-DADA party and invite my fellow Swatch collectors over to create more masterpieces.