What is perhaps most admirable about Roger Dubuis in this season, is that while a lot of the watch industry is still in a state of figuring out how to navigate out of this slump, Roger Dubuis is already making tracks for the future and further.
How? Unbeknownst to many, Roger Dubuis junkies today — lovers of the brand’s sense of high-drama, Poinçon de Genève swinging haute horlogerie — are intriguingly younger than ever before.
While here in Singapore for post-SIHH market visits, Mr. Edouard Cottin the maison’s International Sales Director, explained this saying, “I think we talk to more and more clients, to whom the industry isn’t generally used to speaking with. When I am at our brand’s dinners and other events, the bulk of the crowd there is young people.
“I would even go so far as to say these people are usually millennials between the twenty-five and thirty-five age range. They’re not the ‘new-money’ sort. I’m talking about entrepreneurs and just very driven, forward thinking individuals; young people who have no desire to wear the watches of their fathers’ era.”
And this attention that this new breed of collectors is giving to the brand has not gone unanswered. Says Edouard, “We do a lot to talk to these people and keep them engaged. For example, we’re very active on the digital front. In fact, this year our biggest announcement at SIHH was done the night before the fair kicked off completely on our digital front.”
The announcement made was, of course, of the partnership that the brand’s forged with Pirelli, the world’s one and only F1 tire manufacturer. Roger Dubuis is very purposefully getting itself involved in a universe outside of its own so that 1) they might bring fresh watchmaking stories to their existing collectors — because often times the watch-nuts are also car-nuts — and 2) so they might attract an audience, which might not be familiar with the watchmaker otherwise.