After winning over the audience in Sanremo, AI-DADA continues its journey and arrives at Milan Design Week, from April 20 to 26, 2026, in Via Tortona 31. At the heart of the most creative week of the year, Swatch showcases a new way of imagining a watch: a meeting point between human intuition and technology, where every idea can become a truly unique piece.

AI-DADA is fed on more than 40 years of iconic Swatch innovations, including not only every watch ever produced (12,040 to date!), but also designs, events, art and street paintings. Drawing from its training and responding to the user’s input, AI DADA generates a watch design that is guaranteed to be unique, like the “1/1” on its caseback implies.

Inside the AI DADA Lab, a rich selection of pieces from the Swatch archive tells the story of the Swatch’s evolution, allowing us to discover or rediscover key milestones in its creative journey. It highlights extraordinary talents, who have collaborated with the brand, and now becomes an integral part of the Design Week experience. Thanks also to many artworks from the Swatch collection, AI-DADA Lab represents a true journey into the Swatch universe, culminating in a dedicated area where visitors can experiment with AI-DADA.

AI-DADA has been designed to be smooth from start to finish, enabling anyone to create a truly one-of-a-kind watch design using nothing more than their imagination. The best part is that absolutely anyone can use the tool to bring their ideas to life, no design experience needed. That’s possible because once prompted, AI-DADA takes care of the rest, generating a unique NEW GENT watch design in under two minutes.