Daring as ever, Roger Dubuis debuts the Soho Residence, its first ever lifestyle driven boutique in the heart of Soho. Found at 134 Wooster Street, the space brings the Swiss Maison’s values of pleasure, freedom and madness to New York City in a display of fiery red ambition and boldness where more is always more. 
As of January 18, 2022, the impertinent, excessive, and slightly mad Manufacture combines its state-of-the-art technology with its out-of-the-box designs and traditional craftsmanship in a new display of exuberance and innovation never seen before in downtown New York.

ENTER THE FUTURE OF HYPER HOROLOGY 
Once again revealing the Maison as the most exciting way to experience Hyper Horology, the new Soho Residence brings the big, bold and expressive nature of Roger Dubuis to New York City’s Soho neighborhood with iconic design features including a garage door for an entrance painted in a Traffic Red shade. Interiors matching the exterior run from floor to ceiling throughout. Additionally, the Maison’s motto of “No Rules Our Game” scales the center of the Residence in the form of a pure white anamorphic mural hand crafted by local artists.

BRINGING THE ROGER DUBUIS LIFESTYLE TO NEW YORK CITY 
Thanks to a partnership between Roger Dubuis and TheArsenale – the first worldwide marketplace dedicated to the motion universe – the Soho Residence brings boldness, hyper expressiveness and excess to every inch of the space in a physical manifestation of the lifestyle that accompanies any Roger Dubuis timepiece. 

Cutting-edge vehicles exhibiting the very best the motion universe has to offer are displayed alongside the equally razor-sharp timepieces, with new vehicles transforming the space each month. Following the first vehicle showcase – an impressive Icon A5 aircraft in canary yellow – a white 2022 Lamborghini Huracan STO currently brings the roaring energy of the race track to the space, while also bringing the partnership between Roger Dubuis and Lamborghini  Tarform and Pave are also on display. 

SOHO’S FIRST EXCLUSIVE TIMEPIECE 
In celebration of its new address, Roger Dubuis unveils the new Excalibur Monobalancier Soho, a timepiece exclusive to the Soho Residence and limited to just 8 pieces. Crafted from Mineral Composite Fibre, the skeleton automatic monobalancier features a pure-white case and the Maison’s astral signature redressed in red. A white rubber strap graffitied with the Maison’s motto “No Rules Our Game” in red embodies the daringly disruptive universe of the Soho Residence. 

Every component of the Excalibur Monobalancier Soho has been carefully finished by hand at the integrated Manufacture in Geneva. Adorned with the most respected certification in Haute Horlogerie, the Poinçon de Geneve, the timepiece is the living example of timepieces inspired from the past, designed for the now, yet creating the future of Hyper Horology. The new Excalibur Monobalancier Soho proves once again the only limit for Hyper Horology is one’s own imagination.

NO RULES. OUR GAME. 
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@Roger_Dubuis_SohoResidence 
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