Swatch’s SISTEM51 collection now has its very own store. The Swiss watchmaker announced that the Saudi launch of the new pop-up retail environment at the Swatch store, Al Faisaliah Shopping Center in Riyadh and Haifaa Mall in Jeddah dedicated special display to its SISTEM51 line of automatic watches.

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 just 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 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.

Saudi Arabia marks as one of the first markets in the region to host the launch of SISTEM51. The SISTEM51 lineup is available at Swatch stores across the Kingdom.