Swiss watchmaker Roger Dubuis opens its first-ever lifestyle-driven boutique in the heart of New York City’s famed Soho shopping district. The brand commemorates the occasion with the unveiling of its new “Excalibur Monobalancier Soho” timepiece.
The brand set its sight on the new Manhattan address due to the location space aligning with its values of freedom and pleasure. And further emphasizing the company motto, “No rules, Our game,” the boutique’s interior is fully coated in the brand’s “Traffic Red” colorway – from floor to ceiling – allowing customers to experience its ‘Hyper Horology’ excitingly and boldly.
RD’s new “Soho” timepiece maintains the brand’s sense of quality and luxury and comprises a white rubberized strap with an embedded red graffiti decal. Skeletonized movement with 100+ interior parts, a micro-oscillating rotor and angled, hand-craftsmanship round out the watch construction.
An exclusive partnership with TheArsenale reveals cutting-edge vehicles and aircraft being exhibited. Currently, there’s an electric yellow “Icon A5” aircraft at the front entrance of the store, and next month – through a Lamborghini Squadra Corse partnership – it will switch out with a white Lamborghini “Huracan STO,” as an added show-stopping measure.
The new site also includes a plush grey couch waiting area, art-infused wall displays, and a collaborative VIP space with SPIN – aptly titled “The Back SPIN” – that features a regulated ping pong table and high-level privacy and security.
Company CEO, Nicola Andreatta, described the anticipation and excitement of the new location by saying, “A space like this perfectly represents our brand DNA and creates a ‘wow’ effect that allows for a great connection with our customer.”
“It’s absolutely key for us to be here creating and shaping the future of new things, in addition to watchmaking,” he adds.
The new Roger Dubuis Soho Residence is located at 134 Wooster Street in New York City and is now open for business. More information on the brand, the “Excalibur Monobalancier Soho” timepiece, and store appointments can be found on its website.
Elsewhere in watches, UNIMATIC’s new limited edition watch series pays homage to the “Esercito Italiano.”
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