At SIHH 2016, Roger Dubuis realises the fusion of the Year of the Velvet Diva and the age of the selfie thanks to a tool called Woman'eye'zer Velvet Covers. Jean-Marc Pontroué, CEO of the brand, explains how "visitors to SIHH 2016 have the chance to reveal the Diva within them. Using an interactive video booth, the Woman'eye'zer Velvet Covers installation aims to allow women (and contemporary men who also live in the age of the selfie) to photograph themselves in the shoes of the Roger Dubuis diva or knight warrior they have always dreamed of being". Choosing one of the five proposed styles (sophisticated woman, feline, conqueror, magnetic, visionary), visitors transform themselves into the muses of Velvet magazine while posing for a video clip that will be the cover of the glossy publication. The slogan Roger Dubuis (Jeweller of Rare Artistic Masterpieces) will appear on each cover, as well as a unique, limited-edition style issue corresponding to the number of the creation made. A timepiece linked to the selected theme will also appear on the covers where the titles of articles within the magazine usually appear. The completed covers will be shared online and on social networks, and each user will receive his or her own via e-mail with a link to the page of his or her personal video, which can then be shared on social networks. The same e-mail will contain a media pack with the cover adapted to be used as a profile or cover image on Facebook.
