The boutique, located in Manhattan’s SoHo shopping district, is a departure from typical, prim haute horologie boutiques.
While Roger Dubuis is sellingthat start at around $45,000, its store pulls elements of its sales atmosphere from more casual, hype brands like Supreme and Aimé Leon Dore. While the format is a gamble for a watchmaker of Roger Dubuis’ ilk, it does offer younger consumers a type of setting that they may be more accustomed to shopping in.
“Madison Avenue does not match our attitude,” said Andreatta. “It is a much more classic [place] — it’s great for that kind of boutique, a very classic watchmaking brand, but that’s just not us anymore. We are bringing a much more contemporary touch and needed to move. With this exercise we can convey the right message.”
The Roger Dubuis store will be renewed with partner product, merchandise and display fixtures every month or so. The boutique will remain in place for about a year, with the option to renew or take up residence in another nearby location, depending on the current store’s success.
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