Xylys 'the store' was conceived as a space that allows customers to shop on their own terms. Discreet sales staff keeps away after explaining how one interacts with the store. Customers are able to browse the selection of watches at their own pace, and carefully examine each selection in a well lit highlighted niche` in the wall (a very museum-like experience). This niche` brings attention directly to the scale of the watch while the rest of the store design is underplayed to further accentuate the watch display. Watches are selected using a unique stainless steel Xylys card, as each watch has it's own card reader. The state-of-the-art systems allow the customer to shortlist choices from among the range on display,