Roger Dubuis opens a new temporary boutique in Los Angeles, on Brighton Way, just a short walk from Beverly Hills' Rodeo Drive, the beating heart of fashion, design, art and culture in Southern California. The boutique will be the brand's second on US soil, following the flagship on Madison Avenue in New York City. Speaking about the new opening, CEO Jean-Marc Pontroué said, "We are fully aware of the importance of the US market where we have a large number of brand loyalists and we are happy to further consolidate our presence on the West Coast, which with its spirit of freedom and glamorous lifestyle is perfectly in sync with the vibrant essence of Roger Dubuis. The store is characterised by elements of strong visual impact, such as the red rift running through the floor, symbolically from Geneva to Los Angeles and beyond. It will house the latest additions to the Excalibur collection and will be the ideal location for art exhibitions, events and cocktail parties with local artists and the brand's partners. The opening was announced with an exclusive lunch offered to selected customers at the nearby Pirelli P ZERO WORLD store, the first of its kind. The event underlined the #DareToRace automotive spirit that inspires the partnership signed between Roger Dubuis and Pirelli earlier this year.
