A Fresh Statement From Swatch - The Sistem51 Pop-up Store Debuts In Dubai

Discover the new line of automatic watches from Swatch.

Swatch SISTEM51—a collection so amazing it gets its very own store! That’s the news from Swatch today as the Swiss watchmaker announces the Dubai launch of the new “pop-up” retail environment at the Swatch store, Mall of the Emirates from the 24th June dedicated entirely to its amazing SISTEM51 line of automatic watches.

The eye-catching 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 re-presents the fascinating 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-color print representing SISTEM51’s 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.

U.A.E marks the first market in the region to host the launch of SISTEM51. The SISTEM51 line up is available at Mall of the Emirates store starting 24th June.

29th of June onwards, it will be available in additional selected Swatch stores:

1- Dubai Mall (LG) (Dubai)
2- Deira City Centre (Dubai)
3- Ibn Battuta (Dubai)
4- Marina Mall (Abu Dhabi)