The digital space showcases everything from new watches to tours of Roger Dubuis’ manufacture
Timepieces by Roger Dubuis have always been notable for their extravagance. More importantly, however, Roger Dubuis’ creations are innovative. These two qualities once again come to the forefront in the maison’s latest innovation: its first ever virtual boutique.
The brand’s latest move into digital retail is, of course, only natural given today’s global situation. What’s interesting, however, is how Roger Dubuis maintains “its penchant for excess and extravagance coupled with a fearless determination to challenge the rules, by a resolutely expressive and contemporary approach” in this cutting-edge experiential outlet.
“We are thrilled to introduce a new retail concept, further pushing Roger Dubuis’ boundaries in the digital age and featuring Singapore as the first location to launch our Virtual Boutique,” said Nicola Andreatta, CEO of Roger Dubuis. “We are immensely proud to be piloting the future of retail experience.”
The virtual boutique is inspired by Roger Dubuis Singapore’s flagship store at ION Orchard, and those familiar with the space will definitely note the resemblance. Naturally, visitors are greeted by showcases of the maison’s luxury timepieces.
The atmosphere changes dramatically, however, once guests enter the boutique’s “secret lounge” and discover unique interactive areas such as the Expressive Singularity zone which explores Roger Dubuis’ expressive and contemporary approach to haute horology and the Adrenaline zone which presents timepieces inspired by other cutting-edge industries, particularly racing. More technical-minded visitors will definitely enjoy the Manufacture tour, for an immersive journey through Roger Dubuis’ manufacture in Geneva.
All that being said, there are plenty of smaller touches that make a visit to the Roger Dubuis virtual boutique quite enjoyable and enlightening. The curated playlist that can accompany guests in their journey definitely feels nice, as is the option to have a private guided tour of the boutique. Group sessions can also be arranged via the Discover With Friends menu. All in all, what we have here is an exciting and unique digital retail experience.