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[title]Unless you’ve been living under a rock, you’ll have heard about the Royal Pop collection, featuring viral pocket watches that Swiss maker Swatch collaborated on with luxury brand Audemars Piguet last spring.
It’s proof that Swatch – founded in Switzerland in 1983 and known for its colourful, playful and affordable creations – has earned its rightful place as a cult name and its pieces collectors’ items. But did you know that they’re opening a new immersive experience downstairs at their store in Covent Garden this summer?
Exploring the brand’s artistic legacy, the AI-DADA Lab will launch on July 1, running to July 31, and provide watch aficionados and Swatch fans alike to dive into Swatch archive pieces that include truly iconic collaborations with the likes of Vivenne Westwood, Jeremy Scott, Spike Lee, Pigcasso and Alfred Hofkunst, amongst others. Visitors will also be able to discover the timepieces produced at the Swatch Art Peace Hotel, an artist residence and creative hub in Shanghai where selected artists live and work in exchange for leaving a trace of their talent.
But the best bit? Londoners will be able to design their very own Swatch using the innovative AI-DADA platform, a ‘design partner’ that turns your idea into a reality using ‘artistic intelligence’ (see what they did there)? With no design skills required, just your imagination, you simply use prompts to create your dream watch in a matter of minutes, whether it’s a minimalist idea or something totally out-of-the-box. You only get three prompts a day, though – so you’ll need to use them wisely.
Bringing together art, technology and, of course, self-expression, the new immersive experience downstairs at the Swatch store in Covent Garden is your chance to lift the hood on the watches that defined our childhood – with added AI.
Discover the pop-up