Gregory Bruttin, Roger Dubuis Product Strategy Director

In 2018 Roger Dubuis continues to pursue its collaborations within the motor sports industry by launching colourful versions of its iconic Excalibur line in partnership with Pirelli and Lamborghini Squadra Corse. And, as explained by the Geneva-based brand’s Product Strategy Director Gregory Bruttin, the annual unveiling of world premieres from the Roger Dubuis innovation pipeline thus represents the almost ‘organic’ result of the Manufacture’s investments in Research & Development. Let’s talk with Mr Bruttin about the brand who “dares to be rare”.

Roger Dubuis has always tried to be an avant-garde brand, excellent in quality. What are the current and future main focuses in terms of innovation and research?

We are actually focused on materials, but also on new calibers. Last year we launched two new calibers, while this year we are unveiling three new ones. The movement is part of the DNA of the brand from the beginning, we have an amazing Manufacture.

At SIHH last year you unveiled a collaboration with Pirelli, while this year you’re also announcing the partnership with Lamborghini Squadra Corse. What is the reason of this collaborations?

With Pirelli and Lamborghini, we have the same corporate philosophy, a radical R&D vision, the same flair for disruptive designs and technical engineering, and an attitude in sync with our clientele. By sharing these values, we are aligned in the way we treat our final customer who, for us and for our partners, is the focus. We aim to offer standout customer experiences.

How did your partnerships with motor companies impact your innovation in materials?

Our partners Pirelli and Lamborghini deeply inspire us in terms of materials Research & Development. At Pirelli it’s all about rubber, so we implemented their technology in the straps of our watches. In the collaboration with Lamborghini our creative teams shared their talent and introduced for the first time in fine watchmaking the C-SMC carbon, the same carbon that is used for the on board technology of the indomitable supercars.

Which is the greatest challenge in collaborating with a non-watchmaking company?

The exchange of ideas is enriching and a source of continuous inspiration: it’s like being in a couple, when you are alone you are free to make autonomous decisions, while within a partnership every choice is shared. Together we’re stronger. The biggest challenge is to find the good language to communicate. In our case, the good starting point was the movement, it’s like the engine in cars. In particular, the dialogue with Lamborghini was very easy. Our companies have in common the same philosophy, we have similar sizes and, on top, we share the same audacious and distinctive approach to design.

Which is the innovation you’re most proud of? And the most “insane” one?

It’s the next one! I’m joking… One of the products I’m most proud of is the Excalibur Aventador. It can be easy to create a crazy movement and watch, but it’s very difficult to conceive an “insane” product while being loyal and coherent with the brand’s style. The challenge in this case was that the product had to fit also to the other brand’s DNA. I’m very proud for having accomplished this ambitious objective with the Excalibur Aventador, in which customers of both brands see their respective DNAs.

2018 is for Roger Dubuis the year of the Excalibur collection. Could you tell us more about the new models of this line?

At SIHH 2018, we unveiled three new Excalibur models and more novelties will follow during the year. The two Excalibur Aventador S, the 45 mm Excalibur Aventador S Blue and the Excalibur Aventador S Pink Gold, mark the launch of the partnership with Lamborghini Squadra Corse. Both are propelled by a powerful “engine” inspired to the Lamborghini’s Aventador supercar one. Moverover, they are crafted from the same C-SMC carbon used in the Lamborghini cars. The special edition of the Excalibur Spider Skeleton Automatic Pirelli in black titanium with blue or white details is equipped with Calibre 820SQ. Its strap features rubber inlays that come from certified Pirelli winning tyres having competed in real races.

How important are women customers for the brand? Will we see more developments in the ladies’ collections?

Today our focus is on motor sports, but I’m happy to anticipate that at the end of the year we will be launching a new “emotional” creation dedicated to women. The ladies’ collection now represents 20% of our sales, but our plan is to grow this percentage to 30% in the future.

By Valeria Garavaglia