(MENAFN - Khaleej Times) The eagerly-awaited swatch sistem51 has finally arrived in the uae by making its debut in the middle east market.
deyaa retail trainer at the swatch ltd; nakul gopal senior vice-president of the rivoli group’s watch division; deepthi marketing manager of the rivoli group; and malek barbir regional brand manager of swatch middle east addressing the media during launch of the new swatch system51 store in dubai on tuesday. — kt photo by rahul gajjar
the swiss watchmaker announced the dubai launch of the new “pop-up” retail environment at the swatch store at the mall of the emirates dedicated entirely to its sistem51 line of automatic watches.
it will be available in additional selected swatch stores at the dubai mall deira city centre ibn battuta mall and abu dhabi’s marina mall from june 29.
the store design takes up the sistem51 launch campaign theme “the front tells the time — the back tells the story”.
the journey through the store drives the customer “inside the story”: an oversized blue screw delights the imagination and draws attention to sistem51’s unique single central screw one of the main features of this revolutionary swatch a mechanical watch movement made of only 51 parts.
all of the key features of sistem51 displayed emanate from this big blue screw in the store and visitors can touch and try on the different models. the floor of the store represents the radial stripes pattern that features on the back of two of the debut models. inspired by pop art the stripes recall the brand’s signature affair with art and artists and its renowned design dna.
a further in-store talking point is a multi-colour print representing sistem51 characteristic dial visuals a planetary design language that features six red points indicating six of the automatic movement’s 19 rubies. the print appears on the ceiling surrounding the giant blue screw.
swatch has opened up an exciting new world; the first mechanical movement ever to be made not by hand but on a fully-automated assembly line sistem51 was presented to an astonished watch industry in april of this year. now the first four models have been launched and the voyage of discovery can begin.