Which brands use AI to design watches?
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Which brands use AI to design watches?
Currently, there aren’t many brands that truly utilize AI... View more
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Which brands use AI to design watches?
Currently, there aren’t many brands that truly utilize AI in watch design (appearance/structure/movement). They mainly fall into three categories: established brands (Swatch/Casio), high-end luxury brands (Audemars Piguet/Richard Mille), and smartwatches and independent brands. Below, we’ve compiled the most typical brands and representative works according to the “depth of AI involvement.”
I. Mass Market/Fashion Brands (AI Directly Designs Appearance/Structure)
1. Swatch (Switzerland) – AI-DADA Series (2026)
In collaboration with OpenAI, Swatch launched the AI-DADA design tool. Users input text prompts, and a unique Swatch watch is generated in 2 minutes.
Features: AI learns from Swatch’s 40+ years of design library to generate the dial, color scheme, and texture. The case back is engraved with a 1/1 unique mark.
2. Casio (Japan) – G-SHOCK MTG-B4000 (2025) The first G-SHOCK designed collaboratively by humans and AI, with AI participating in the case structure design.
Features: AI simulates shock loads, optimizes the metal + resin composite structure, and achieves complex geometric shapes that are difficult to achieve with traditional processes.
II. High-End Luxury Mechanical Watches (AI-Assisted Structure/Materials/Simulation)
1. Audemars Piguet (Switzerland) Royal Oak Perpetual Calendar: AI + machine vision automatically adjusts winding, intelligently managing complex functions.
R&D: AI simulates movement stress, case shock resistance, and ergonomics, assisting in the design of skeletonized and irregularly shaped structures.
2. Richard Mille (Switzerland) Although no “AI-designed” model has been publicly released, AI is heavily used throughout the entire process:
AI drives CAD modeling, optimizing the tonneau-shaped case, skeletonized plates, and carbon fiber/titanium alloy structure.
Simulated shock resistance, lightweight design, and a comfortable fit are core tools in its “wearable racing car” concept, as highlighted by 36Kr.
3. Patek Philippe: Uses AI for movement efficiency simulation, component strength testing, and exterior color optimization; while not publicly advertised, it’s deeply integrated into R&D.
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III. Smartwatches/Technology Brands (AI Design + AI Functionality)
1. Huawei – WATCH ULTIMATE DESIGN: AI is involved in dial design and case surface optimization; built-in AI models provide health data analysis and exercise management.
2. Independent/Niche Brands (AI Design Pioneers)
Phancy: Provides AI movements for Lamborghini and Bruce Lee collaboration models, integrating design and smart functionality.
Reelmind.ai: An AI design platform that generates dial/case concepts for niche brands, enabling rapid prototype iteration.
IV. AI Design vs. Traditional Craftsmanship (One-Sentence Summary)
AI Design: Rational, efficient, extreme structure/materials, mass production (Swatch/Casio/Richard Mille).
Traditional Craftsmanship: Sensual, artistic, engraving/guilloché/enamel, unique and rare pieces (Patek Philippe/Independent Watchmaking).
V. Trends in 2026
AI Democratization of Design: Swatch AI-DADA, Casio, etc., allow users to “design their own watches.”
AI + Traditional Integration: High-end brands use AI for structural/material simulation, while handcrafting decorative techniques (Audemars Piguet/Richard Mille).
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