Skip to content

Business weighs potential of AI-designed watches


Over the previous yr, the proliferation of synthetic intelligence-generated imagery has marked a profound second within the historical past of artwork and design. Craftspeople and connoisseurs alike have been pressured to reckon with troubling questions in regards to the function and worth of human ingenuity in creating lovely, significant artefacts.

The watch trade isn’t any exception: it too has been contemplating what place the expertise might need in its personal artistic processes. Whereas some manufacturers akin to Hermès, have dismissed AI designs on the grounds that luxurious will all the time have a human element, others are already experimenting with the chances.

Trendy-day luxurious watchmaking is very industrialised already, with most elements machined by computer-guided milling instruments, and lots of watches assembled with assistance from robots. However even following the arrival of computer-assisted design 1 / 4 of a century in the past, the artistic course of continues to be pushed by human creativeness.

The trade has dined out on the reputations of creatives akin to Gérald Genta, the Swiss artist and designer who within the Nineteen Seventies conceived items akin to Audemars Piguet’s Royal Oak and Patek Philippe’s Nautilus, two fashions that outline high-end watches for a lot of of at the moment’s luxurious customers.

Some of the prolific and well-regard­ed figures in modern watch design is fast to speak down AI’s potential impact. “AI is simply one other instrument that we’ll use to visualise issues,” says Fabrizio Buonamassa Stigliani, Bulgari’s product creation government director and creator of the model’s visually advanced and multi-award-winning Octo Finissimo. “Luxurious means savoir-faire, made by hand. Even when somebody makes use of AI, the product have to be made by hand, by a human being.”

Fast advances in AI text-to-image software program, akin to Dall-E (created by OpenAI, the US-based synthetic intelligence analysis laboratory behind ChatGPT), Midjourney, and the open-source system Secure Diffusion from Stability AI, imply that anybody can now generate their very own watch designs utilizing only a smartphone and some prompts.

“The applying of imaging fashions like Secure Diffusion XL holds immense potential to revolutionise the design and artistic house,” says Shelley Niu, a senior designer at Stability AI. “These fashions provide designers a useful toolkit to speed up their ideation and decision-mak­ing processes and to discover uncharted territories of creativity. You’ll be able to liken it to having a 24/7 thought generator by your aspect, or getting a burst of inspiration from the longer term.”

Nevertheless, few long-established luxurious watch manufacturers seem prepared to debate whether or not or how they’re experimenting with AI. Richemont, for instance, the Swiss group behind manufacturers akin to Cartier, Jaeger-LeCoultre and Vacheron Constantin, declined to touch upon the function AI might need in its companies.

As a substitute, it’s left to younger, impartial, typically maverick manufacturers to set the tempo. George Bamford, founder and proprietor of the London-based customiser Bamford Watch Division and the watch firm Bamford London, says the sector is “nonetheless on the Napster stage of AI” — a reference to the upstart file-sharing service that disrupted the music trade within the early 2000s. “It could possibly be a cliff we find yourself falling off, or a mountain we climb to find an exquisite view. It’s good to grasp it, or to fail quick.”

Bamford has been utilizing Midjourney for round a yr, however not for completed watch designs. “We had been engaged on a collaboration with Chopard and I wished to explain what I wished the watch to seem like to my group, however it was actually arduous,” he says. “I went to Midjourney and put in an outline of what I wished, and it threw out a great deal of concepts that grew to become beginning factors that meant the group had a springboard to go ahead. It’s saved me time.” Bamford says he additionally used AI to assist develop the marketing campaign paintings to launch the watch.

George Bamford leaning agaiinst a mantel with a large bookcase in the background
George Bamford has been utilizing Midjourney for round a yr, however not for completed watch designs © Charlie Bibby/FT

Others have been extra dismissive, evaluating the emergence of AI-generated watch design to once-hyped digital threats that the trade simply took in its stride, akin to non-fungible tokens. Solely two years in the past, manufacturers had been experimenting with NFT expertise, believing a brand new collector market may be about to emerge. Nevertheless it by no means materialised.

Stigliani, although, says that the comparability between AI-generated watch design and NFTs solely goes to this point. “AI is extra harmful as a result of the restrict is tough to see,” he says. However he speculates that it might finally be good for industries outlined by hand-craftsmanship: “A hand-crafted object made by an artisan shall be much more ‘wow’.”

Smartwatches, he thinks, make for a greater level of comparability. “We had been very scared [of smartwatches] in Switzerland,” he says. “However ultimately, we found that it was simply one other object for a unique shopper. The largest lesson of the linked watch is that we’re speaking a couple of instrument, and never a luxurious gadget.”

Business insiders verify that watch corporations have been reluctant to trial AI. “By my collaborations, I work with numerous completely different corporations and I’ve but to fulfill any individual who makes use of AI,” says William Massena, founding father of Massena LAB, which designs limited-edition watches in partnership with impartial watchmakers. “AI just isn’t prepared, it has no sense of humour, and no style. It’s watches designed by committee.”


However one of many world’s largest luxurious watch retailers believes customers will embrace AI-generated watch designs once they come on to the market. “Given the fervour for horology in our market, we are able to definitely count on AI-designed watches to attraction to our clients,” says Hind Seddiqi, chief advertising and marketing and communications officer of Center Japanese retailer Seddiqi Holding.

Seddiqi, who can also be director-general of the biennial Dubai Watch Week, takes her prediction additional. “We see it going past simply the designing of watches, but additionally particularly tackling how we increase our trade and conventional craftsmanship as we proceed to push the boundaries of horology,” she says.

Hind Seddiqi
Hind Seddiqi: ‘Given the fervour for horology in our market, we are able to definitely count on AI-designed watches to attraction to our clients’

Massena says that, even whereas he can’t see a future for AI-designed watches, creatives will discover makes use of for the expertise. “I’ve numerous hope that AI will inform me what’s the following development when it comes to colors, form and particulars,” he says.

Others argue that designers are much less pivotal to client choices than many suppose. One trade veteran believes that, because it turns into extra refined, AI could possibly be used to design luxurious watches with out anybody noticing. “The bottom design of 99 per cent of watches is only a modification of an present design,” says Oliver Müller, founding father of Swiss watch consultancy Luxe­Seek the advice of. “Designing a watch is a Lego field the place you adapt present references to your specs. There are exceptions, however there’s not a lot disruptive design.”

Bamford, whose enterprise has delivered watches made in partnership with figures as various as Snoopy and Kylie Minogue, has one other take. “AI works on previous designs, so if you wish to merge two present influences and match a G-Shock with a Tag Heuer, it’s good for that, however it could possibly’t create one thing new,” he says. “I wouldn’t use it for designing a watch.”

Regardless of confidence in her product, Niu of Stability AI says it isn’t about to make designers redundant. “Make no mistake, the human spark continues to be very a lot wanted within the course of,” she says. “These fashions can’t replicate that ‘aha’ second when a design simply clicks. Our feelings, experiences and intestine emotions stay the X issue that makes our designs uniquely ours.”

If AI is to have an effect on the watch trade, it might solely be to play into the present development for decrease volumes and better worth factors for conventional Swiss-made watches. “With AI, the thing made by hand shall be much more costly and for even fewer folks,” says Stigliani.

continue reading