Q&ARoger Dubuis’ Product Strategy Director On Being Definitively Dubuis

What is the biggest highlight this year for Roger Dubuis?

The biggest highlight is the One-Off unique piece. It’s one of the most innovative complications since the Quatuor. The principle of the Quatuor was to put four balance wheels. We decided to do the same thing with the tourbillon. But to gain the perfect composition of gravity, we needed two. This product is also very important in terms of design because it’s the first step of the guideline for the new generation of Spider. It’s very close to the Lamborghini concept car that it is inspired by. Then there’s the Excalibur Huracán. We developed the new calibre with Lamborghini. The main challenge was to design elements that made it instantly identifiable as a Roger Dubuis, and yet retained a strong link with Lamborghini. However, one important thing was that we didn’t want to put the Lamborghini logo on it. That would be the easy way to do it, but that wasn’t the perfect way for us. We worked with Lamborghini to identify the most important parts of the car that we could use in our design, such as the titanium grille, the Pirelli tyre pattern on the strap lining, the hubcap design on the crown, and the rotor shaped like the wheel.

“We worked with Lamborghini to identify the most important parts of the car that we could use in our design, such as the titanium grille, the Pirelli tyre pattern on the strap lining, the hubcap design on the crown, and the rotor shaped like the wheel,” says Gregory Bruttin about the Excalibur Huracán

What are the biggest trends in the watch industry currently?

I think the big difference between a few years ago and now is that earlier everyone did all kinds of watches. Today, each brand is more focused on its core DNA and playing to its strengths.

“[The One-Off is] one of the most innovative complications since the Quatuor. The principle of the Quatuor was to put four balance wheels. We decided to do the same thing with the tourbillon.”

“To gain the perfect composition of gravity, we needed two [balance wheels]. This product is also very important in terms of design. It’s very close to the Lamborghini concept car that it is inspired by."

Describe the essence of the brand’s vision.

We want to become a leader in innovative haute horlogerie while being expressive and contemporary.  We’ve developed the tourbillon, we’ve mastered all the big complications—the perpetual calendar, the minute repeater—we’ve mastered everything. Our DNA is all about creating these kinds of complications with modern applications.

“We want to become a leader in innovative haute horlogerie while being expressive and contemporary. We’ve developed the tourbillon, we’ve mastered all the big complications,” Bruttin explains. In that spirit, Roger Dubuis even includes prestige complications in ladies' novelties, such as the tourbillon in this Excalibur Shooting Star Flying Tourbillon

What is Roger Dubuis’ take on the smartwatch?

We did it for a short while actually and tried to see an opportunity in that space, and we realised it wasn’t for us. A smartwatch is a tool. A Roger Dubuis watch is a piece of art; not a tool or a fashion accessory. It’s jewellery for men, it’s a piece of art on your wrist. I have a smartwatch. It’s good for when I go running, but it’s not my cup of tea otherwise.

What are the factors absolutely essential while developing a product for Roger Dubuis?

Don’t forget the customer! I always tell my team that if they’re creating a technical miracle that only they understand, it’s not worth it. If I find the best material for a hairspring, and it doesn’t impact the customer, I don’t want to use it. The product has to resonate with the customer.