Roger Dubuis First Experiential Virtual Boutique

Roger Dubuis has consistently demonstrated its penchant for excess and extravagance coupled with a fearless determination to challenge the rules, by a resolutely expressive and contemporary approach. This serial innovator mindset results from visionary engineers and incredible watchmakers combining their radical expertise with a daily obsession for designing and creating the future of Haute Horology.

Once again, Roger Dubuis pushes its boundaries bringing its retail experience to the digital space, where fine watchmaking aficionados can enjoy a truly immersive exploration through the Maison’s first ever virtual boutique.  

Inspired by Roger Dubuis Singapore’s flagship store at ION Orchard, the virtual boutique offers even more than what clients can experience in real life. As clients enter the virtual space, they will first be greeted by the familiar surroundings of the physical boutique, showcasing an exceptional collection of the Maison’s luxury timepieces.

Yet that will only be the visible part of their journey, as the experience will then continue with access to a ‘secret lounge’, where the whole experience can really begin. Once in that hidden space, the aesthetics of the virtual interface instantly changes into a playful game room displaying two different interactive zones that feature the brand’s territories of expression as well as a Manufacture tour section.


Starting with the Expressive Singularity zone, clients get to discover Roger Dubuis’ expressive and contemporary approach, the unparalleled technical expertise and unprecedented craftmanship of the Maison, driven as ever by an obsession for designing and creating the future of Haute Horology.

While in the Adrenaline zone, clients get to explore exclusive timepieces fuelled by thrills and emotions where the Maison has drawn inspiration from other cutting-edge industries, giving birth to iconic partnerships such as Lamborghini Squadra Corse and Pirelli.

Exciting? Wait to discover the last but most important part of this exclusive journey. The Maison’s aficionados will be transported in an instant to Geneva, for a private and exclusive Manufacture tour immersing them in the home of Roger Dubuis where the most excessive and extravagant timepieces are created. Alternatively, clients also have the choice to book a virtual walkthrough experience should they prefer to be welcomed by a friendly Roger Dubuis Ambassador taking them on a guided tour.

But there is more, since clients will have an opportunity to connect in real-time so as to explore the timepieces or even walk through the entire journey with the Ambassador who can also offer recommendations. Once the client decides to make a purchase in the virtual boutique, the experience continues in the digital space where the Roger Dubuis Ambassador will carry out a sales ceremony, similar to what would occur in the physical world. Thanks to this seamless integration between the digital and physical retail world, the Maison’s clients will enjoy the freedom to experience the Roger Dubuis’ universe with greater convenience and flexibility.

“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. We are immensely proud to be piloting the future of retail experience”.

Nicola Andreatta, CEO of Roger Dubuis.

This groundbreaking virtual boutique is the epitome of ultra-luxury at fingertips, offering an unparalleled immersion experience into the world of Roger Dubuis anywhere, anytime. No longer bound by time nor space, Roger Dubuis is definitely the most exciting way to experience Hyper Horology.

Discover the Virtual boutique at https://rogerdubuis.v-boutique.com/sg

About Roger Dubuis

The rush of adrenalin, a pounding heart, the sure and certain knowledge that something is about to happen: ENTER THE FUTURE OF HYPER HOROLOGY. Impertinent, excessive, incisive, uncompromising, and slightly mad, this is Roger Dubuis. The brainchild of two daringly disruptive visionaries, Roger Dubuis has been all about mindset since 1995. Solidly sustained by an integrated Manufacture, an innovative spirit, a flagrant disregard for convention and irrepressible daring are the cornerstones of its bold attitude. The lifeblood of its non-conformist and unmistakably contemporary timepieces, headlined by the iconic Excalibur collection. That’s what Roger Dubuis is all about! Laugh, scream, roar, and above all, create… for an exclusive tribe that believes in the value of living larger than life at every turn. No rules, our game. Inspired by other cutting-edge industries and out-of-the-box designs, boundary-pushing technical sophistication combines with an inbred love of extravagance to prove, time and time again, that Roger Dubuis is unquestionably the most exciting way to experience Hyper Horology. Make every second of your life epic.