Swatch SISTEM51 goes metal. Stemming from its roots as the automatic watch for everyone, the new SISTEM51 IRONY is the automatic watch for those who value clean, classic design, blended with contemporary Swatch style.


The difference between SISTEM51 and SISTEM51 IRONY is … Metal—lots of it. SISTEM51 IRONY uses high performance and robust metals to introduce Swatch lovers and those new to the brand to a sophisticated vision of Swatch automatic watch design. Built for the boardroom, exhibition or weekend adventure, the new SISTEM51 IRONY is fit with the same single central screw, 90-hour power reserve, 17 pending patents and impressively low 51 total components as all SISTEM51 models, but with a more evolved look and feel. Each SISTEM51 IRONY design is a piece of art that says “premium” without the price tag. By taking advantage of the first fully-automated mechanical watch manufacturing process, each elegant model is assembled to the highest level of precision and Swiss quality, whilst delivering unmatched value.


Housed in stainless steel watch cases and adorned with the finest dial finishing techniques, each model in the SISTEM51 IRONY collection is unequivocally handsome from the front, but turn one over, and that’s where its true magic is revealed.


The openwork caseback design gives wearers a secret window to view the central screw, automatic rotor, oscillating balance wheel, as well as the rest of the 51 stylishly printed parts driving the self-winding, battery-free timepiece.


For Swatch, SISTEM51 IRONY is a big step towards affordable, timeless automatic watches. Composed of seven exquisite models, Swatch moves upscale with rubber instead of silicone bands; superluminova index applications instead of print;fine, padded leather bands and metal. Lots of metal.The look is decidedly mature without being posh, while the contemporary openwork speaks to Swatch’s roots in creative design. For Swatch, SISTEM51 IRONY is “Swatch” at its core, but open to the status of luxury.


Concepts & Solutions Marketing Pvt Ltd has Design, planned and executed the Mall Activation of the all newly launch Swatch SISTEM51 Irony collection at the Phoenix Mall, Kulla Mumbai with space size of 25ft x 25ft & excellent response of the audience for 3 days during the duration of the activation.


Team C&S had executed and managed this show in guidance of Ankit Arora (CEO) & Gurmeet Singh (National Head), and was responsible for end to end execution, beginning with the communication campaign, event conceptualization, conference content, setup design, event show flow, screening of all the start-up to set-up their respective Event.


The planning phase was around 2 months long. This included making the initial pitch, producing all content and managing pre-event communication, planning the setup design and event layout, appreciated by Swatch HQ.


Additionally, the stall also consisted of display Units to showcase the Swatch SISTEM51 Irony watches. For better connectivity with the customers LED screen is running to showcasing the mechanism of the Swatch SISTEM51 Irony watches & also through graphics and prints at the setup. The technology the agency used to showcase all content (PPT’s & video).


The event was supported by a powerful hashtag campaign: #SwatchIndia, that saw India’s leading professionals and most well-known entrepreneurs share their experiences at the extremely well-planned event.


The organizing team at Swatch under the leadership of Ms. Anushree Bose was a great team to work with. In my opinion this event is the best example of the outcome when creative minds come together. The reach and heads turned by this event is a testimonial of its success.”


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