Dubai, UAE, September 16, 2017: Roger Dubuis is set to light up L.A. skies this summer with the opening of a new pop-up Boutique located on Brighton Way, a few steps from world-renowned Rodeo Drive in Beverly Hills, epicentre of fashion, design, art and culture in Southern California. The boutique will be the brand’s second on US soil, in addition to the spectacular flagship store on Madison Avenue in New York City. Commenting on the new opening, CEO Jean-Marc Pontroué enthused: “We are keenly aware of the significance of the US market where we have such a large number of brand devotees, and are delighted to be making our presence even more strongly felt on the West Coast, with its legendary free-spirited attitude and glamorous lifestyle that are so in sync with the Roger Dubuis vibe.”
Showcasing the Maison’s talent for shattering codes and blasting conventions, this on-trend concept boutique offers yet another stunningly visual interpretation of the Manufacture itself through a wealth of visual elements. These include a mindboggling red crack across the floor, symbolically running from Geneva to LA and over the wall to… who knows where? Exuding a minimalistic yet cozy art gallery feeling, the new pop-up boutique will be home to the ultimate selection of the iconic Excalibur watch collection as well as providing a dynamic venue for art exhibitions, events and cocktail parties with local artists and the brand’s partners.
Vividly reflecting the Beverly Hills lifestyle with its creative mood, and entirely in tune with Roger Dubuis’ “dare to be rare” mindset, this new space is a truly spectacular expression of the Manufacture’s commitment to “disruptive materials and progressive complications”. To mark the opening an exclusive dinner with selected clients was held earlier this month at the nearby Pirelli P ZERO WORLD store – the first of its kind. This event highlighted the #DareToRace automotive spirit embodied in the Manufacture’s adrenaline-pumping partnership with the iconic racing tire supplier.