In a dazzling celebration of creativity and nostalgia, Swatch Saudi Arabia marked its triumphant return to the Kingdom with a standout brand activation at XP Music Futures, an event under MDL BEAST, held recently from December 4-6, 2025, in Riyadh. The Saudi Times was thrilled to be present at this iconic event, immersing ourselves in the vibrant energy of the Swatch activation, speaking with attendees, influencers, and guests.
Swatch’s return to Saudi Arabia, a market it first entered in the 1980s, is a symbolic homecoming. With a newly opened store in Solitaire Mall and with its flagship store in Panorama Mall in Riyadh, the brand reaffirms its commitment to the Kingdom’s dynamic retail landscape. This activation at XP Music Futures not only celebrated Swatch’s iconic heritage as a pioneer of accessible Swiss watchmaking but also showcased its ability to reinvent itself while staying true to its playful, artistic roots. The event, centered on creativity, experimentation, and cultural exchange, mirrored Swatch’s core values, making it the perfect stage for the launch of the electrifying Swatch NEON Collection.
Swatch NEON Collection: A Nostalgic Tribute with Modern Flair
At the heart of Swatch’s activation was the Swatch NEON Collection, a vibrant homage to the ’80s and ’90s that captivated attendees with its bold designs and nostalgic charm. Featuring six striking timepieces, each watch combines retro aesthetics with modern functionality Inspired by arcade culture and the era’s fearless fashion, the collection resonated deeply with the festival’s celebration of music, nostalgia, and future-forward creativity. As The Saudi Times observed, the Swatch NEON Collection felt like the perfect accessory for a new generation of trendsetters in Saudi Arabia, embodying a colorful, feel-good energy that transcends time.
The Swatch team’s intent was clear: to forge an emotional connection with their audience through color, sound, and memory. The playful designs, nostalgic references, and interactive setup at the experience were crafted to spark joy and remind everyone that creativity should always feel accessible and fun. This alignment with XP Music Futures’ ethos reaffirmed Swatch’s position as a leader in innovation and style within the Saudi market.
A Legacy of Creativity and Innovation
Swatch’s rich history as a symbol of creativity, innovation, and Swiss precision has made it a beloved name worldwide since the 1980s. With its comeback to the Kingdom, the brand continues to honor its heritage while reintroducing itself in contemporary ways that resonate with today’s audience. The Swatch NEON Collection celebrates boldness, joy, and self-expression; values that have defined Swatch for decades and continue to appeal to Millennials and Gen Z alike.
Immersive Engagement and Creative Experiences
Swatch’s strategy at XP Music focused on immersion and interaction, going beyond simply displaying watches to create a memorable experience. The Saudi Times learned from our on-site conversations with the team that the inspiration for the booth’s vintage video game and candy board displays came directly from the ’80s and ’90s; the era that shaped the Swatch NEON Collection. These universal symbols of joy, playfulness, and shared memories brought the collection’s story to life in a tactile and engaging way. By inviting attendees to play, interact, and reminisce, these installations fostered emotional engagement, sparking conversations and deeper connections with the brand. Nostalgia proved to be a powerful connector, and Swatch masterfully used it to enhance the festival experience.
Swatch Commitment to Conscious Design
Swatch’s dedication conscious design shone through in the Swatch NEON Collection. The brand focuses on responsibly sourced materials and innovative alternatives while ensuring durability and quality. All components are designed for longevity, encouraging long-term use over fast replacement, a core part of their responsible mindset. By producing locally in Switzerland, Swatch maintains strict quality and environmental standards, minimizing unnecessary transportation. This commitment to continuous improvement and conscious design choices underscores Swatch’s forward-thinking approach, aligning with the values of today’s environmentally conscious consumers in Saudi Arabia.
Empowering Gen Z and Future Generations
Swatch’s legacy among Saudi collectors is well-known, but the brand is equally focused on engaging Gen Z and future leaders in the Kingdom. During our interviews at XP Music Futures, The Saudi Times asked about their message to this demographic. The response was inspiring: Swatch has always empowered individuality, a value that resonates strongly with Saudi collectors who appreciate both design and storytelling. Collaborations with inspiring personalities like Dyler, who has over 4 million followers and an uplifting story of youth success, demonstrate how Swatch celebrates authenticity with Gen Z in Saudi Arabia. Swatch’s message is clear: be bold, be creative, and stay true to yourself. The brand stands for self-expression, innovation, and the courage to do things differently, values that align perfectly with the future leaders shaping the Kingdom under Vision 2030.
A Bright Future for Swatch in Saudi Arabia
Swatch Saudi Arabia’s activation at XP Music Futures was a resounding success, marking a vibrant chapter in the brand’s storied history in the Kingdom. The Saudi Times was delighted to witness this comeback firsthand, engaging with the passionate team and experiencing the effervescent energy of the Swatch NEON Collection. Swatch Saudi Arabia is poised to continue inspiring and innovating, blending nostalgia with modernity to create meaningful connections with Saudi audiences. As Swatch reestablishes its presence with new stores opening in 2026, we invite readers to rediscover this iconic brand and embrace the colorful, creative spirit that has defined it for over four decades. Here’s to Swatch; a timeless symbol of joy, style, and self-expression in Saudi Arabia and beyond. The Saudi Times proudly crowns Swatch as “Brand of the Month”, anticipating many exciting surprises to come. We can’t wait to see what’s next to be unveiled. “Swatch Out” the talent and creativity of the Swatch Saudi Arabia team promise to capture everyone’s attention, bringing cherished memories and future collaborations with Saudi Artists.
By Boudou Gueffai | Editor-in-Chief
