Alvaro Maggini is the Creative Director of Roger Dubuis, but his job at the Swiss manufacture is not what you would expect of the title. Instead of being involved with watch design, he is in charge of the wonderful and sometimes intense storytelling that comes with every new collection. So, this year, the story goes that Roger Dubuis has to be first destroyed in order to be rebuilt.
Of course, in the whole poetic sense, this doesn’t mean a physical destruction, but rather the letting go of their familiar conventions to move forward and think outside the box; and indeed, this is what the brand has done. In fact, to be a brand that challenges and disrupts the norm, it has to be willing to look outside the industry for inspiration, and that’s how Maggini came to be with Roger Dubuis. He doesn’t have the typical background of someone in the industry (think, watchmaking training, finance, business administration, micro engineering), but rather he was previously involved with micro-typography, and even high fashion.