Roger Dubuis has opened its first boutique in California within the upmarket South Coast Plaza mall in Orange County.
The store uses Roger Dubuis’ irreverent boutique concept, which is built around the brand’s Hyper Horology strategy.
“Opening a new boutique is always very exciting because it is about sharing with watch lovers the exhilarating universe of Roger Dubuis. With this new flagship in California, we aim at offering to everyone the opportunity to come and discover our Hyper Horology™ world, says Nicola Andreatta, CEO of Roger Dubuis.
Roger Dubuis designs its boutiques like modern art galleries, with the brand’s No Rules Our Game splashed across a full wall.
Volume is low and prices are high, including boutique-only watches like the new light and bright Excalibur Backlight Spin-Stone, which is retailing for $154,500.
The 42mm watch is made from a specific pink gold alloy that is resistant to tarnishing and is decorated with curved synthetic gems.