Page 20 - RLI May 2019

ExcEEd Your Dubuis, Andreatta believes that the most important thing
When it comes to the social media output of Roger

is to be consistent. He wants the company to become
ExpEctationS more focused in this area, and that streamlining the
message is of key importance. Instagram is the social
network where the brand expresses its messages directly
to the client through creative content, but they are also
looking at other apps such as LinkedIn and WeChat.
So why does he think customers are loyal to the brand
and what does he consider to be the key drivers behind
the success of Roger Dubuis?
“I think it has to do with “Being one of the smallest Brands
reassurance. When a customer
finds what they like, it can be in the richemont group, we need
difficult to jump ship into a to catch up with the others and
brand that they do not know
and trust, as an alternative we are looking to accelerate our
brand may not represent them openings. we plan to open another
or their values. We have built
customer loyalty be creating five to six this year, with the first
not only a product, but an one opening very soon in london
entire experience that goes
with the brand that makes on Bond street”
people want to come back.”
Since beginning with the company at the start of December,
Andreatta has worked a lot on the branding and the positioning
of the brand, and he feels the brand can be summed up by the
word excess. This represents what the brand is about, this idea
that the company will always go beyond and look to exceed
expectations in everything they do.
Monaco BoutiquE The challenge facing the recently-installed CEO is that of
Montecarlo, Monaco
continuing the good work that has gone before, to maintain
this and even exceed this in the future.
“We want people to experience and approach the brand
Brave, bold and technically sophisticated, Swiss watch and understand the fact that we are really different from
manufacturer Roger Dubuis is governed by an audacious anybody else in the watch market. So I encourage whoever
has any curiosity for this amazing world Roger Dubuis is
mindset that drives innovation while cultivating profound representing to get closer to us, it will be worth their while,”
Andreatta concludes.
respect for traditions. Here, RLI spends some time with

company CEO Nicola Andreatta to learn more about the
brand and what its future plans are.

ince its founding in 1995, the company has In the last year new boutiques have been in very
consistently pushed technical boundaries and specific places, in locations that capture local crowds
shown an unswerving commitment to boldly go but are also seen as key tourist destinations. These
Swhere no other watchmakers have gone before. new boutiques were opened in Monte Carlo, Monaco SHinSEGaE BoutiquE
Roger Dubuis timepieces bear the unmistakable imprint in the south of France and in Aspen, a highly affluent Seoul, South Korea
of an effervescent and passionate approach to design that destination. In Asia, the company also added locations in
supersedes constraints and conventions. Materials, shapes, Xi’an, China World and Korea, where they already have
colours and components are the golden threads masterfully a strong presence.
woven into a vivid tapestry of exhilarating, avant-garde designs. “Being one of the smallest brands in the Richemont Group,
The company divides its effort between retail and we need to catch up with the others and we are looking to
wholesale, the company has thirty points of sale, and these accelerate our openings. We plan to open another five to six
thirty retail stores are situated around the world, along this year, with the first one opening very soon in London on
with a total of 150 wholesale partners. Roger Dubuis has Bond Street,” says Andreatta.
a presence in the US and South America along with a Looking ahead, new markets for the business will also be
large presence in Asia, and plans are in place to continue in Asia in locations such as Vietnam, Malaysia and Australia.
developing worldwide in the next two to three years. Places where the luxury world is developing very fast are the
“The brand was created 25 years ago and this year has been next targets in terms of geographical presence.
the best ever for the company,” explains Roger Dubuis CEO To keep the company at the very pinnacle of the watch-
Nicola Andreatta. “There was not a better year for me to join the making sector, combined with the complexity of what they
business, as our message is resonating very well with our existing produce, the development cycles are very long and they
clients and with new prospects in general because we have seen a don’t always end with a solution. To this end, the company
large growth in terms of customers and new customers choosing must always have a constant flow of different projects that
the brand, so we are definitely doing something right!” they manage concurrently at the same time.

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