Roger Dubuis Mad but Swiss

Roger Dubuis at MAD BUT SWISS – A sensation-filled episode in Japan

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Fired by its intrepid spirit, the unleashed creativity etched into every fibre of its being, and an unshakable desire to live larger than life, Roger Dubuis is a serial innovator equally driven by a determination to leave no stone unturned in pursuing exciting new technical and aesthetic horizons. As a firm upholder of tradition but with an equally firm commitment to contemporary avant-gardism, one of the intrinsic facets of the Maison is the dual nature that leads it to rampant anti-conformism.

Offering the most exhilarating alternative to traditional operators on the market, Roger Dubuis’ ultimate vocation “consists in creatively working to render its unique world excessively exciting”. In short, the most electrifying way of actually LIVING Hyper Horology. Roger Dubuis thus instinctively and organically creates models designed for an exclusive tribe composed of those unafraid to stand out from the crowd. Code-breaking, epicurean and wildly innovative, Roger Dubuis, is unequivocally different.

Roger Dubuis Excalibur Spider Carbon 3
Roger Dubuis Excalibur Spider Carbon 3

An emotional, sensory-filled journey

May 30th to June 1st 2019 saw Roger Dubuis literally light up its extravagance with an extra-sensory event of exactly the kind on which the brand thrives – and lives to share. Taking over Osaka’s Glion automobile museum, Roger Dubuis embarked its customers on yet another emotional, sensory-filled journey. The larger-than-life Blacklight Box notably added a thrilling new dimension to the latest releases from the Manufacture: the Excalibur Blacklight Trilogy and the Excalibur Spider Carbon 3. This unique space offered the intense experience of weaving through the darkness lit up by a post-modern symphony of fluorescent wires, to the sound of distinctive music. On the event’s highly sensory artistic trail, wonderstruck visitors also found themselves surrounded by veils softly blowing in an artificial breeze, and enveloped by a uniquely feminine aura of gentleness and sensuality. The sense of exquisite otherworldliness was further highlighted by a forest of mirrors encircling a Lamborghini; while a watchmaker demonstration offering a real-time insight into its world of unbridled creativity was a perfect illustration of the brand’s intensely dualistic nature.

Roger Dubuis Excalibur Blacklight Trilogy
Roger Dubuis Excalibur Blacklight Trilogy

Artfully nurtured by these fascinating visual, auditory and tactile features, the journey culminated in a complimentary

taste explosion at a spectacular gala dinner, setting the finishing touch to an emotion-charged, unmistakably Mad but Swiss occasion.


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