Elevating Fantasy Watch Design: The Impact of A.I.

Artificial intelligence is transforming various industries by automating tasks and offering insights, but it’s also being used creatively. Daniele Sasso, a watch enthusiast from Italy, has embraced AI platforms like Midjourney and Runway to design and share over 130 unique watch images on his Instagram account, ai_artisanshorlogers. Growing up in a family of Rolex collectors, Sasso became disillusioned with the repetitive nature of current watch designs, which he feels prioritize industrialization over craftsmanship. About 20 years ago, he started painting imaginary watches, often inspired by Rolex. In 2021, he began converting these sketches into AI-generated images. As a trained architect working in real estate, Sasso collaborates with a friend to refine his designs and uses AI to add intricate details and ensure they resemble existing Rolex models. He customizes AI models to replicate specific watch features, bringing his imaginative concepts to life.

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