AI (Artificial intelligence) is mentioned everywhere in the news nowadays, across all industries, to the point that it seems like it’s taking over in every sector.

How good is AI for watch/product design, though?

We tested it to create a few Rolex designs by typing in queries such as “Rolex Submariner,” “Rolex Daytona,” and “Rolex Milgauss.”Above are the results after trying multiple AI image generators. I’m sure there are different levels of AI image generators, and as they progress they’ll only improve, but they’re not yet a substitute for real design.

We’ve experienced similar results when testing AI for writing articles. The results, whether for articles or image generation, definitely help spark ideas, and might even get you going in the right direction but the text had factual errors that a human has to correct and the images are not quite polished enough without a person’s input.

Interestingly, one of the looks above features a color combination that we had previously planned to suggest in an upcoming article. So the AI did not help us create it but it 100% helped visualize a particular look, without having to hire a designer to mock it up.