SWATCH EXCLUSIVELY LAUNCHES SISTEM51 AT 313 OXFORD STREET STORE

SWATCH EXCLUSIVELY LAUNCHES SISTEM51 AT 313 OXFORD STREET STORE

 

Swatch has chosen one of the world’s most famous high streets, Oxford Street, to launch its unprecedented mechanical movement - SISTEM51.  The Swatch, Oxford Street store will be specially re-designed for the revolutionary and highly anticipated launch and will open on the 6^th August at 9.51am.

 

Under the slogan “The Front Tells the Time, the Back Tells the Story”, Swatch presents the first four models in the new collection. Visitors to the store will experience a unique environment focused exclusively on SISTEM51. The look of the store and its interior will reflect the advanced design of the movement itself.

 

The “front” will be represented at the outside of the store, where one window will be designed to highlight Switzerland and a Swiss made product, reproducing iconic scenes from the signature TV and cinema advertising campaign.

 

Entering the store the customer will experience “inside the story”: an oversized blue screw will delight the imagination and draw attention to SISTEM51’s unique single central screw, one of the main features of this revolutionary Swatch product (a mechanical watch made of only 51 parts!) All of the key features of SISTEM51 will be displayed on this big blue screw in the store, and visitors will also be able to touch and try on the different models. The floor of the store will represent 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 will be a multi-colour 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 will appear on the ceiling surrounding the giant blue screw.

 

SISTEM51, RRP £108  will exclusively only be available at  Swatch, Oxford Street store until the collection gets launched nationwide.