Swatch will laser unique gold snowflakes on every new Cold Moon MoonSwatch, but there's a catch--you'll only be able to buy one when it's snowing in Switzerland. First a confession: I own more MoonSwatches than I care to admit. Never let it be said that WIRED does not walk the walk when it comes to recommending products--Swatch has assiduously extracted a considerable amount of cash from me, all in $285 increments. This was no doubt the Swiss company's dastardly plan all along, to lure us in, then, oh so gently, get watch fans hooked. It's worked, too--Swatch has, so far, netted hundreds of millions of dollars from MoonSwatch sales.

The new AI-DADA tool lets you create a unique Swatch design using AI prompts. You can't make a custom MoonSwatch yet--but it's not entirely off the table. Cast your mind back to 2017. In those heady days before ChatGPT and DALL-E, and Zoom calls, Swatch launched a fancy online platform that let you, the watch-buying public, design your own Swatch watch . It was called Swatch x You, and it let you tweak Swatch's standard New Gent 41-mm model by selecting one of the (surprisingly limited) preset designs, which you could then move, zoom, and rotate to fit over the watch and strap.