This year Roger Dubuis did a very bold thing. The brand, best known for its strong designs and high complications in men’s watches, decided to focus entirely on women. In fact, when the brand’s booth was unveiled at the very start of the SIHH in Geneva, Switzerland, men weren’t even allowed inside. Okay, okay…that only lasted for a few minutes, but the brand had made its point: 2016 is the Year of the Women for Roger Dubuis. And the women have taken notice.
“We decided to have the focus of our brand dedicated to women,” says Jean-Marc Pontroue, General Manager. “We knew that if we wanted to have a strong message, it had to be clear to all our partners and customers. That’s why the SIHH this year was entirely dedicated to the women’s world. If there is one brand that can afford to do it, it is us.
“The Excalibur has been our focus for many years,” he continues. “Velvet became a large part of our sales without doing much effort to make it happen. Traveling around the world, I meet with customers who tell me that they need more women’s mechanical watches. I felt Roger Dubuis should be more involved in this area. The Velvet was designed as a woman’s watch from the very beginning. All our Velvet watches have stones, either small or big, to highlight the jewelry side, and they always have a mechanical movement. We wanted to highlight Velvet, something we have never done before.”