Disruptive and regarded by some as plain mad, Roger Dubuis prides itself on its fearless approach. One that involves risk-taking, pushing boundaries and defying any possible rules, all the while proclaiming its Swiss credentials. The Manufacture reinvents watchmaking codes, drawing its inspiration from other industries, and tries to offer its customers truly memorable experiences.
Macau set the scene for a recent Roger Dubuis-style giant-scale event. Emotions were pushed to the ultimate with the kind of disruptive immersion that has become a brand signature. The experience was highlighted by the presence of Taiwanese rap star Will Pan, the famous coach on the popular Chinese hip hop music show The Rap of China.
Studded with massive mirrors displaying the Raging Mechanics of Lamborghini, guests hit the grid on a racing mind-boggling trompe l’oeil Pirelli track. In a dazzling setting, spellbound attendees found themselves plunged in a world of unleashed creativity.
In a startling 5 meters high burst of carbon, a code-breaking decor revealed the new Excalibur Spider Ultimate Carbon timepiece epitomising the Hyperwatches and innovative materials of Roger Dubuis. The Emotional mechanics side revealed a new skeleton signature concept dedicated to ladies with the Excalibur Shooting Star trilogy.
Because madder than mad experiences are key to Roger Dubuis, the event culminated in an unforgettable gala dinner featuring a privatized track with FFF Racing team expertise enabling guests to feel the thrill of Lamborghini supercars for themselves. Against the backdrop of three distinct themes in the form of Lamborghini, Hyperwatch and Shooting star, this three-day immersion into the disruptive universe of Roger Dubuis was an expression of the brand’s commitment to heart-pumping moments and what it actually means to be Mad But Swiss.
