Nov 5, 2025
AI and Watchmaking: The Future of Design, Creativity, and Authenticity
Artificial intelligence, whether we like it or not, plays an active role in all of our lives. When we search for something on the internet, call a customer service representative, or dash off a quick email, AI is working either passively in the background or very actively in the foreground in a number of ways that we simply can’t avoid. For a long time, I was a skeptic. I still am, basically, but I’ve accepted there are ways artificial intelligence can make my life easier. Like many others, I’ve started using ChatGPT nearly everyday for a variety of things that would otherwise suck time out of my day, and quite possibly the joy out of my life. (But never, it’s worth pointing out, to create articles for Worn & Wound – this is a red line we won’t cross.) Naturally, I’ve thought a little about how artificial intelligence could impact the watch industry, and change it for both the better and worse. Of course, it already is impacting the watch industry in a number of ways. I receive press releases on a daily basis that have clearly been polished or written from start to finish by artificial intelligence, and the impact of artificial intelligence on search results plays a huge role in who finds websites like ours, and how. But we haven’t yet reached a point where the use of AI is spilling over into actual watches worn on people’s wrists, at least not in ways that are transparent to the end user. This G-SHOCK was designed with an assist from AI I started to ...