The Next MoonSwatch Could Be the Most Original One Yet

Just wait until you find out who’s behind the design.

Published July 18, 2025

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Updated July 18, 2025

Since launching the MoonSwatch in 2022, Swatch has had no shortage of unique designs for the viral Omega collab. To date, the brand has released a total of 31 different MoonSwatches, and it shows no signs of slowing down anytime soon.

In fact, signs are indicating that the number of MoonSwatch variants may soon explode exponentially, with potentially thousands of one-off chronographs rolling off Swatch’s production lines in Switzerland.

How could this happen? The answer to this question, like many others posed in 2025, is AI.

a group of moonswatch watches — Swatch has done a solid job designing MoonSwatches so far, but it may be looking to share the load.

Swatch AI Is Coming

The crew over at WatchPro combed through Swatch’s financial disclosure from July 17 and learned the brand is planning to roll out a proprietary AI-driven program that will allow customers to personalize their watches.

Swatch describes the program — which was developed in-house and has been dubbed AI-DADA — as “artistic intelligence.” According to WatchPro, it will suggest designs based on past Swatch models from the brand’s entire history, leaving it unknown just how much control customers will have over the process.

Also unknown is how exactly the process will work. There’s no word on whether it will be limited to in-store transactions or available online, nor is it known whether it will apply to sought-after models like the MoonSwatch or Swatch’s other high-end collab, the Blancpain Scuba Fifty Fathoms.

an imaginary moonswatch watch created with chatgpt — My attempt (well, fourth attempt) at creating an Omega Silver Snoopy-inspired MoonSwatch using ChatGPT.

Considering most MoonSwatches are only available to buy in store, it wouldn’t shock me at all if Swatch made this service an in-store experience as well. The brand seems determined to get customers inside its physical retail stores, and this seems like another gimmick destined to increase foot traffic.

What is known, at least loosely, is when Swatch will roll out the service. “This summer, Swatch will launch the ultimate in personalization as a world first,” the brand said in a statement yesterday. Considering that we’re already halfway through July, this seems to indicate that the arrival of AI-DADA is imminent.

So who knows? Maybe in the next month or so, we’ll all be designing our own MoonSwatches as the latest sign of the impending AI apocalypse.

About the Author:

Johnny Brayson is an editor at Gear Patrol mostly covering watches. He enjoys watches that are packed with blink-and-you’ll-miss-’em details and believes nearly every watch could stand to be a tad smaller.