Esquire Malaysia Watch Guide - - Brand Story -

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.

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