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 is committed to reinventing watchmaking codes, including by drawing inspiration from other industries, and above all to offering 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 powerful 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 unique, once in a lifetime three-day immersion into the disruptive universe of Roger Dubuis was a larger-than-life expression of the brand’s firmly ingrained commitment to heart-pumping moments and what it actually means to be Mad But Swiss.

Roger Dubuis has been at the forefront of contemporary Haute Horlogerie since 1995. Its audacious creations, firmly anchored in the 21^st century, embody substantial expertise expressed through the finest watchmaking mechanisms combined with powerful and daring designs. Boldness and extravagance are the brand’s signatures, and determination its driving force.

The Roger Dubuis Excalibur and Velvet collections are distributed worldwide through an exclusive sales network and boutiques. The quest for excellence, the long search for the right gesture, as well as the development of unique skills are all defining characteristics of the Geneva-based Swiss Maison.