Daring Mind & Business Armour


In November, Roger Dubuis celebrates the first anniversary of the opening of its Madison Avenue boutique with the launch of an exciting new campaign.

Celebrating a year in Manhattan with NYC Daring Mind & Business Armour!

Astral skeletons make natural companions for those who consistently reach for the skies! NYC Daring Mind & Business Armor is a vibrant visual adventure undertaken in conjunction with WatchAnish: a meaningful luxury lifestyle voice on the current social media scene. Set amid the iconic urban landscapes of the Big Apple, the archetypal Roger Dubuis aficionado shares fascinating insider’s glimpses of his world. Sleek cars, fine tailoring, loft living, highend dining – naturally with some of the most iconic timepieces from the Maison on his wrist. The playful shots reveal the flamboyant personality of this youthful and successful executive.

The NYC Daring Mind & Business Armor extravaganza is a boys’ outing. It features a particular focus on the equally and deliberately extravagant Excalibur collection, with its trademark technical excellence and powerful design.

The forceful expression of style and watchmaking mastery – vividly showcased in the Roger Dubuis skeleton timepieces featuring the famous “Astral Skeleton” star-shaped movement structure – makes a perfect match with the fast-paced living and stunning skyline. Boldly exemplifying this unique Roger Dubuis approach to skeleton working, while channelling a resolutely high-octane vibe, the Excalibur Automatic Skeleton is the Manufacture’s first non-tourbillon skeleton timepiece, powered by its firstever skeletonised movement with automatic winding. It appears here in two versions showcasing as many different materials: white gold and carbon.

The ‘city that never sleeps’ provides the perfect backdrop for showcasing the sporting energy and buoyant vitality of the Excalibur Spider. Proudly strutting its stuff on the NYC business scene, the Excalibur Spider Skeleton Flying Tourbillon “Americas” is issued in an exclusive 20-piece limited edition powered by a manual-winding movement. This ruggedly handsome model literally lights up the town with its yellow luminescent hourmarker dots.

Many happy returns

Hot on the heels of 2015 social network “London Calling” event, Roger Dubuis takes the opportunity of this 2016 social media partnership with Watchanish to wish its New York boutique a very happy first birthday, and many more to come… Speaking of which, after London and NYC, who knows where the international Roger Dubuis elite may pop up next? Watch this space for the next episode in the series.

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