Luxury watchmaker Roger Dubuis lends its opulent creations to the star-studded flicker of Los Angeles.
The brand has just recently opened a pop-up boutique on Brighton Way, its second address in the US after its flagship store on Madison Avenue in New York. The store is steps away from the famed Rodeo Drive and reflects Beverly Hills’ penchant for high fashion and striking design.
“We are keenly aware of the significance of the US market where we have such a large number of brand devotees, and are delighted to be making our presence even more strongly felt on the West Coast, with its legendary free-spirited attitude and glamorous lifestyle that are so in sync with the Roger Dubuis vibe,” the Maison’s CEO Jean-Marc Pontroué said in a press statement on the occasion.
The store carries the creative vision of Roger Dubuis as a horologer that defies conventions. Rendered in a minimalist aesthetic that reminds of an art gallery, the boutique shows a bold character with a vivid red crack that yawns across the floor, symbolically connecting Geneva and LA.
The spectacular interior embodies the brand’s “dare to be rare” mindset that has hatched “disruptive materials and progressive complications.” Conspicuous and inviting, the pop-up boutique is home to a selection of the iconic Excalibur watches and is to also serve as a venue for art exhibits and cocktail parties with the brand’s partners.
To mark the opening, Roger Dubuis hosted an exclusive dinner at the nearby Pirelli P Zero World store, which highlighted the watchmakers’ partnership with the racing tire supplier.