The new Roger Dubuis Soho Residence is located at 134 Wooster Street in New York City and is now open for business. “It’s absolutely key for us to be here creating and shaping the future of new things, in addition to watchmaking,” he adds. ![]() The new site also includes a plush grey couch waiting area, art-infused wall displays, and a collaborative VIP space with SPIN – aptly titled “The Back SPIN” – that features a regulated ping pong table and high-level privacy and security.Ĭompany CEO, Nicola Andreatta, described the anticipation and excitement of the new location by saying, “A space like this perfectly represents our brand DNA and creates a ‘wow’ effect that allows for a great connection with our customer.” ![]() Currently, there’s an electric yellow “Icon A5” aircraft at the front entrance of the store, and next month – through a Lamborghini Squadra Corse partnership – it will switch out with a white Lamborghini “ Huracan STO,” as an added show-stopping measure. Skeletonized movement with 100+ interior parts, a micro-oscillating rotor and angled, hand-craftsmanship round out the watch construction.Īn exclusive partnership with TheArsenale reveals cutting-edge vehicles and aircraft being exhibited. RD’s new “Soho” timepiece maintains the brand’s sense of quality and luxury and comprises a white rubberized strap with an embedded red graffiti decal. And further emphasizing the company motto, “No rules, Our game,” the boutique’s interior is fully coated in the brand’s “Traffic Red” colorway – from floor to ceiling – allowing customers to experience its ‘Hyper Horology’ excitingly and boldly. ![]() The brand set its sight on the new Manhattan address due to the location space aligning with its values of freedom and pleasure.
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