A proposed pop-up programme that takes Xylys to the metro tech parks. It runs from one kit, sells on the day, and captures first-party data we can tie back to revenue.
We propose a Xylys 25th Hour lounge set up inside the building at lunch. It is a small, designed space that runs on one idea a watch brand can own: precision. People play, try on, and buy in a single visit.
Each beat does one job and hands the visitor to the next. We have set it out as a single path rather than separate touchpoints.
Stop the chronograph at exactly 10.000 seconds. A reflex game on a light-bar wall with a live leaderboard. It fits a chronograph brand and it forms a queue through the lunch rush at low cost.
To claim a score and a reward, the visitor shares name, email and phone on a promoter web app and gets a unique coupon code. Everyone wins something. The headline discount stays rare.
The host fastens a piece on the wrist, hands over a mirror, and lets it stay on. A strap bar lets the visitor build the look, and a loupe over the hero pieces shows the Swiss movement up close.
Pick one word, Relentless, Audacious, Precise or Different, and take home a branded photo plus a digital copy on WhatsApp. It is about the person, so it gets shared and it sits on the desk for weeks.
A locked, transparent case holds the day's hero piece at its best price, opened only on completing the flow. The Titan store team closes the sale on the spot, with free engraving as the finishing touch.
The reflex game that pulls the lunch crowd and sets the theme.
Details shared, a unique coupon issued, the interaction made trackable.
Wrist time with the hero pieces, where interest turns into a decision.
The keepsake that locks the email and keeps the brand in view.
The locked case opens on the day's hero piece, and the sale closes.
People buy a watch once they have worn it and made it theirs. The booth is built to give every visitor real time with the piece, and to add the small touches that turn a try-on into a purchase.
The footprint is about four metres by four metres and sits in a food court or atrium. Three zones share one base, set so the path runs from the game to the sale without doubling back.
The light-bar game and leaderboard. Set on the open side so the queue is visible to passers-by.
Hero pieces, the strap bar and mirror, and the locked discount case, with the store team and billing at the centre.
The branded backdrop and the promoter app. Where the record is captured and the keepsake is printed.
Numbered 1 to 5 on the plan: game, data gate, try-on, photo, then the Vault and the sale.
The same experience in two looks. Pick the one that fits the venue: a premium kit that builds inside the building, or a mobile stand that parks outside and opens in minutes. Both set up and strike fast.
A dark, premium lounge that sits inside a food court or atrium. The look shown across this page.
A compact Xylys vehicle that parks at the plaza or the entrance and opens up. A piece that turns heads and pulls its own crowd.
The mobile stand can run as a clean modern van or a polished trailer, in the same brand colours. Both carry the precision game, the try-on counter, the photo moment and the offer.
This is the in-building Lounge Kit. Every part is built to a road case or a numbered flat panel, it loads into a single tempo, and the same two or three crew rebuild it the same way in each city. The mobile stand needs none of this: it parks and opens.
Cases wheel from the vehicle to the spot. Lay the base and drop the three zone frames into place.
Clip the panels to the frames, fit the printed skins, mount the screens and tablets, power on.
Set the watches and the Vault piece, load film and merch, brief the team, open for lunch.
We read reach two ways: the daily on-campus workforce, and the number realistically passing a central food court in the lunch peak. Figures are sourced where measured and modelled where not, with the basis shown below.
| Park | Major tenants | Daily workforce | Lunch reach | Fit | Phase |
|---|
Basis: Embassy REIT and DLF portfolio data, public market reports and venue footfall analyses. Cyber Hub in Gurgaon is the one measured node at 1.5 to 2 lakh a day, about 3 lakh on weekends. Other lunch-reach figures are modelled at 15 to 25 percent of the workforce passing a central node in the peak. Single-developer parks approve fastest, in roughly 3 to 6 weeks. An anchor-tenant employee-perk co-brand can turn a paid slot into a subsidised one.
The value sits in add-ons and easy payment, not in a deep markdown. For a premium watch, research shows discounts past about 20 percent dent the brand and train people to wait. So we lead with how it is paid for and what comes with it.
A ₹30,000 watch reads as about ₹2,500 a month. In India most festive premium buys go through no-cost EMI, so this is the real unlock at this price.
A spare strap, a travel roll, or the Xylys watch stand with the watch. It adds value and keeps the price, and the brand, intact.
A name or date on the case back. It makes the watch personal and gives a reason to buy here rather than think about it later.
A fair, in-view valuation toward an upgrade. Titan has shown that trust in the exchange, not the size of it, is what converts.
A limited piece or a first look offered only at the activation. Real scarcity lifts same-day decisions and stays premium.
A small event-only saving of up to 10 to 15 percent, framed as an amount off. Enough to tip a decision, not enough to cheapen the watch.
The store team closes the sale at the booth, with billing ready.
For anyone not buying on the day, the offer follows them home.
A working model at a site with about 12,000 lunch-reachable over a three-hour peak. The assumptions are stated under each figure so they can be checked and adjusted. Online redemptions come on top.
We take a few details in exchange for the keepsake and the offer, then follow up where India actually reads, on WhatsApp. This is what makes the pop-up accountable and the audience useful after the kit packs up.
A short form on the promoter app at the data gate, given in exchange for the keepsake and the offer.
Each visitor gets a one-time code, tagged by city and date, redeemable in store or on the D2C site.
Each order, in store or online, traces back to a specific park and day, so footfall maps to sales.
For anyone who did not buy, a personal message brings the watch they tried back, with their offer.
Three details are required, the rest are an optional "find your watch" step. Consent is a separate, unticked opt-in, logged with date and source, in line with the DPDP Act. The watch tried on and the occasion are what make the follow-up personal.
A WhatsApp thank-you with the keepsake photo and the unique code, while the visit is fresh. WhatsApp is opened far more than email in India.
"The watch you tried on is waiting." The exact model, the EMI made plain, and the offer. Showing the piece a person handled lifts conversion sharply.
A last reminder before the code expires. After that the record stays for retargeting and the next city's pre-launch.
The gift should feel like Xylys and earn a place on a desk or a wrist, not a drawer of forgotten freebies. Every piece ties back to the watch, and the visitor picks a word or a colour so it feels like theirs.
A proper microfibre cloth in a branded sleeve. Useful from the first day, and it keeps the brand in a drawer people open often.
A small enamel pin for a bag or a lanyard. Collectible, and a quiet marker of the day.
A leather or NATO strap in a colour the visitor picks. It changes the look of the watch and gets worn.
A slim spring-bar tool to swap straps at home. Useful, and true to a brand built on precision.
A minimal brushed-steel stand that cradles the watch at the desk or the bedside. The kind of object people keep for years.
A personal touch runs through it. Each visitor picks a word, Relentless, Audacious, Precise or Different, and it carries across the engraving, the photo and the gift, so the day feels like theirs.
The first activation is small and low-risk, with attribution built in from day one. Once the kit and the numbers hold up, we run three to four a month across cities.
We handle access, production and the floor. Titan brings stock, collaterals and the store team. The next step is one pilot site and a costed plan.
