Roger Dubuis’ virtual boutique is even better than the real thing

Roger Dubuis’ virtual boutique is even better than the real thing

Based on the brand’s flagstore store in Singapore, the experiential boutique is more than just an e-commerce site

Never let it be said that Roger Dubuis does anything half-hearted. From the beginning, the Swiss watchmaker has always pushed the boundaries, demonstrating a penchant for excess and extravagance. There’s a simple intent behind this determination to challenge the rules – designing and creating the future of haute horlogerie.

The same focus and obsession behind every innovative and groundbreaking Roger Dubuis timepiece have been utilised when the brand decided to build its own virtual boutique, reimagining the digital retail experience in a uniquely exploratory and provoking encounter.

Inspired by its Singapore’s flagship store at ION Orchard, the virtual boutique offers more than what visitors can experience in real life. As you enter the virtual space, you will be greeted by the familiar surroundings of the physical boutique, showcasing an exceptional collection of the maison’s timepieces.

This, however, is just the visible part of you journey: from here, you can access a secret lounge, where the real Roger Dubuis experience really begins. Inside this hidden space, the aesthetics of the virtual interface instantly changes into a playful game room that displays two interactive zones as well as a manufacture tour section.

At the Expressive Singularity zone, visitors get to discover Roger Dubuis’ unparalleled technical expertise and unprecedented craftmanship. Here, then, are the brand’s latest timepieces, including the new Excalibur Double Flying Tourbillon.

Over at the Adrenaline zone, you get to explore exclusive timepieces inspired by Roger Dubuis’ partnerships with cutting-edge industries and brands including Lamborghini Squadra Corse and Pirelli.

Roger Dubuis’ virtual boutique also features its latest timepieces, including the Excalibur Double Flying Tourbillon

The final zone takes you on an immersive tour of Roger Dubuis home in Geneva. This private and exclusive tour offers a close up view of how the brand’s excessive and extravagant timepieces are created, with footage of its watchmakers as well as its manufacturing processes, including machining, assembly and finishing.

You can take this trip on your own or sign up for a guided tour by a friendly Roger Dubuis Ambassador. Either way, you’ll be sure to end up with a unique experience, exactly as how Roger Dubuis would want it.

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