Roger Dubuis

SJX
[Purist]
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Part V: The future

Part V: The future

In three to five years, Roger Dubuis aims to raise its output to a respectable, but still small, 6000 to 9000 pieces annually. Its current production is unknown, but I am sure it is a fraction of 6000. The brand has a sizeable boutique network, an inheritance from Carlos Dias who wanted to take over the world, as well as retailers.

There are sceptics, but I am certain Roger Dubuis will be able to achieve those targets, and perhaps better. With the processes and controls imposed at the manufacture by the new management, as well as the better execution of the brand’s strategy and products, Roger Dubuis is slowly realising the potential of its manufacture.

Now that Roger Dubuis’ current and future products are up to scratch, its biggest challenge is to deal with the legacy of the brand’s recent past. That will not be easy, but much effort is being put into repairing the brand’s image. Click here to read my interview with Matthias Schuler, the outgoing CEO of Roger Dubuis, and his thoughts on that.

I expect interesting things from Roger Dubuis. Maybe even a revival of its iconic early models like the Sympathie. SIHH 2011 will bring good news.

- SJX