Swatch is turning watch shopping into a conversation with artificial intelligence, inviting customers to describe their dream design and then see it appear on a real, orderable timepiece. Instead of ...

I tried Swatch's new AI-DADA customisation tool, where a prompt is all it takes to craft what's ultimately a very affordable ...

Less than a year ago, our resident watch expert editor, Johnny Brayson, hailed 2024 as the year of the pink watch, and for good reason. Not even halfway into the year, brands ranging from Tudor and ...

Want more watch coverage? Get About Time, Esquire’s free newsletter devoted to the watch world, in your inbox every Sunday. Sign up here Swatch and Omega have unveiled the 31st model in their ...