The rise of artificial intelligence (AI)-generated imagery has sparked a significant moment in the art and design world, prompting questions about the role of human ingenuity in creating meaningful works of art. The watch industry, like other creative sectors, is grappling with the implications of AI technology. While some luxury watch brands reject AI designs, believing that luxury is inherently tied to human craftsmanship, others are already exploring the possibilities.
Modern luxury watchmaking is already highly industrialized, with most parts machined by computer-guided tools and watches assembled with the aid of robots. However, despite the advances in technology, the creative process is still heavily reliant on human imagination. The industry has long celebrated the work of renowned watch designers who have left an indelible mark on the industry, such as Gérald Genta, whose iconic designs for brands like Audemars Piguet and Patek Philippe continue to define luxury watches today.
Fabrizio Buonamassa Stigliani, Bulgari’s product creation executive director and creator of the award-winning Octo Finissimo, downplays AI’s potential impact on watch design. He argues that luxury is synonymous with savoir-faire and the human touch, emphasizing that even if AI is used in the design process, the final product must still be crafted by human hands.
Despite skepticism from established luxury watch brands, independent and forward-thinking companies are leading the way in experimenting with AI. George Bamford, founder and owner of customizer Bamford Watch Department and watch company Bamford London, sees AI as a tool that can enhance the creative process rather than replace it. He has been using AI software like Midjourney to generate ideas and visual concepts, saving time and providing a starting point for his team’s work.
However, not everyone in the industry shares Bamford’s enthusiasm for AI. Some dismiss AI-generated watch designs as a passing trend, comparing them to previous digital threats that easily fizzled out. For example, a few years ago, luxury watch brands were experimenting with non-fungible tokens (NFTs) in the hopes of creating a new collector’s market, but that hype quickly dissipated.
Stigliani acknowledges that AI poses a different kind of threat to craftsmanship, as its limits are difficult to foresee. However, he speculates that AI could ultimately add value to handmade objects, making them even more awe-inspiring in contrast to machine-made alternatives. He draws a parallel with smartwatches, which were initially seen as a threat but turned out to be a different product for a different audience, coexisting with luxury timepieces.
While established luxury watch brands may be hesitant to embrace AI, consumers may be more receptive to AI-generated watch designs. Hind Seddiqi, chief marketing and communications officer of Middle Eastern retailer Seddiqi Holding, believes that customers passionate about horology will be drawn to AI-designed watches. She even envisions AI going beyond design to augment the industry and traditional craftsmanship in innovative ways.
Despite differing opinions, there is a consensus among industry insiders that AI is not yet ready to replace human designers. William Massena, founder of Massena LAB, a firm that designs limited-edition watches, argues that AI lacks humor, taste, and creativity, making it unsuitable for designing luxury watches. Others believe that AI can be a valuable tool in trend forecasting, helping designers anticipate the next big colors, shapes, and details.
Ultimately, if AI does impact the watch industry, it may contribute to the ongoing trend of producing lower volumes of traditional Swiss-made watches at higher price points. Stigliani posits that AI may make handmade watches even more expensive and exclusive, catering to a niche market.
In conclusion, the emergence of AI-generated watch design has prompted a profound moment of contemplation for the luxury watch industry. While some brands reject the technology, others are cautiously exploring its possibilities. The role of AI in watch design remains a topic of debate, with proponents arguing that it can enhance the creative process while skeptics believe it can never replace the human touch. Only time will reveal the true impact of AI on the industry, but for now, it is clear that AI is reshaping the way luxury watches are conceptualized and created.
