As the saying goes, when one door closes, another one opens. This was truly the case on Saturday July 18th, which marked the opening of a spectacular new flagship boutique for Roger Dubuis on the brand’s home territory. Located on Geneva’s historic Place de la Fusterie, this exciting new gateway to the Geneva watchmaker’s Incredible World replaces the former boutique on the Rue du Rhône.

Aside from being an integral part of Gene- va’s luxury shopping district, the Place de la Fusterie holds a special place in the heart of company founder and ‘soulmaker’ Mr Roger Dubuis himself, for it was in the vicinity of this new location that the founder of the Manufacture began his career as a watchmaker-res- torer. When Mr Roger Dubuis describes his profession, one cannot help but be fascinated by his deep-felt commitment and his love of horology in its authentic and traditional sense.

Whether in restoring complicated timepieces in the Galerie d’Horlogerie Ancienne (later renamed Antiquorum), devoting his consi- derable expertise to ébauches (movement blanks in the Grand Complication department of a great Geneva-based Maison), or founding the Groupement Genevois des Cabinotiers, Mr Roger Dubuis has unceasingly dedicated himself to serving as the custodian of watch- making professions.

A true gateway to architectural and technical mechanics

Roger Dubuis has conceived all its new bou- tiques to reflect the design of a jewellery box and the new location on the Place de la Fusterie becomes one of only 23 exclusive boutiques in this style, all established at the most prestigious addresses. Luxury Watch- making meets craftsmanship in these magical places staging a world of time, exuberance, and audacity. The ever-present square (visible in the geometry of the inlaid floor made of precious woods of the Geneva boutique) and three iconic colours (bronze, black, and red), along with the emblematic traits of each well defined Roger Dubuis worlds – Excalibur, Hommage Velvet, Pulsion and La Monégasque – bear witness to the qualities that have always distinguished Roger Dubuis: a flamboyant contemporary spirit expressed through an original aesthetic demonstrating a consistent capacity to surprise and appeal. Exclusive, welcoming furniture perfectly offsets the bold, technical perfection of the brand’s signature creativity. The intimate, sophisticated envi- ronment subtly associating braided leather, bronze, and wood creates a quiet atmosphere favouring thought and relaxation.

A unique Luxury Watchmaking experience designed for true connoisseurs.

In Geneva, as in all Roger Dubuis boutiques, a lounge and library further enrich this unique Luxury Watchmaking experience designed for true connoisseurs. Moreover, as Roger Dubuis CEO Jean-Marc Pontroué points out, “this new Roger Dubuis flagship boutique lies just 15 minutes from the Manu- facture Roger Dubuis itself, thus facilitating visits which can be arranged on request. This brings within easy reach a chance to discover the extraordinary artisans and cutting-edge machinery that enable us to master the whole range of timepiece compli- cations in-house, including the double flying tourbillon, as well as contemporary skeleton movements which have opened up a new ave- nue for this pioneer of architectural and tech- nical mechanics.” And that is what makes all the difference so masterfully reflected in the unique style and character of the brand’s boutiques around the globe – of which the latest iteration provides a stunning example.

Like its counterparts, the Geneva boutique is strongly focused on providing an optimal client experience that includes maintenance and repairs as well as an exclusive concierge service epitomised in the Rarities concept.

Rarities - the Incredible World of Infinite Possibilities

The 157 square-metre boutique is spread over two floors, of which the first gives full expression to its inherent individualism by being entirely dedicated to the brand’s Rarities programme.

Based on an established Roger Dubuis tradition of offering unique models that are personalised according to individual desires, the Maison has now institutionalised this concept on all its ranges, thereby guaranteeing the inherent rarity of any and every timepiece. In this manner, true to the brand’s determination to offer exclus- ivity, creativity and confidentiality in every sense of the word, clients are given an unpre- cedented opportunity to be truly immersed in the Manufacture Roger Dubuis world and vice versa.

This provides partisans of the brand with an opportunity to play an active role in the development of exceptional timepieces which reflect and reveal their own individual personality on any model they choose.

Celebrating the quest for excellence.

In line with this philosophy, to coincide with the opening of this latest flagship store and to mark its 20th anniversary, Roger Dubuis is launching a unique restoration pro- ject entirely dedicated to its Hommage collection: Millésime. It will mark each year with a special “vintage” in the shape of just one creation embodying a wealth of resto- ration work.

These models will be available exclusively from Roger Dubuis boutiques and system- atically related to boutique openings repre- senting milestone events in the life of the Manufacture’s expansion.

For Roger Dubuis, the Poinçon de Genève, the most demanding signature in Fine Watchmaking,is not an end in itself,but rather a starting point in its quest for excellence, which extends to the philosophy and construction of its boutiques. Like its older siblings, the latest in the Roger Dubuis line- up of boutiques provides a vivid reflection of this flawless discipline and relentless quest for global perfection, while embodying its extravagant, exuberant personality.

Here, as is the case everywhere in its Incredible World, Roger Dubuis boutiques represent the image of both the Manufacture and its philosophy with a stunning blend of modernity, purity, openness, comfort and sophistication.