BURNT RUB­BER

Things get up to speed at Roger Dubuis with a new part­ner­ship

Singapore Tatler Jewels & Time - - Contents - Text Ter­ence Lim

Roger Dubuis's lat­est co-driver

Never one to do the same old, same old, Roger Dubuis an­nounced the part­ner­ship with Ital­ian tyre­maker Pirelli, one of the most recog­nis­able mar­ques in mo­tor­sport, in Jan­uary. It’s an in­ter­est­ing al­liance since both brands speak to lux­ury clients. But what other tan­gi­blee ben­e­fits does the part­ner­ship bring out?

Re­fer­ring to how tough the year looks set to be, Roger Dubuis CEO Jean-marc Pon­troue feels that nov­el­ties alone will not be enough. In an in­ter­view with the Fi­nan­cial Times,es, he said: “I think we must also bring new ex­pe­ri­ences to cus­tomers. With that in mind, we’ll be an­nounc­ing three newew au­to­mo­tive part­ner­ships this year, the first of which will be with Pirelli. Through the Pirelli part­ner­ship . . . buy­ers will be in­vited to take part in very spe­cial events re­lat­ing to the car r world. We need sto­ries to tell.”

And Pon­troue is prob­a­bly right. The wizardry that the watch in­dus­try con­jures up will not be ap­pre­ci­ated by the masses if the con­sumers are not aware about it. This is where re story-telling will make a dif­fer­ence.

As a first ini­tia­tive of the col­lab­o­ra­tion be­tween the mar­ques, two spe­cial-edi­tion Ex­cal­ibur Spi­der time­pieces will fea­ture straps with rub­ber in­lays from Pirelli tyres. Th­ese t tyres are not runo of-the-mill wheels b but win­ning o ones, which have b been cer­ti­fied au­then­tic.au To com­pleteco the PirelliPir con­nec­tion, the in­laysi come with t the tread mo­tifs syn­ony syn­ony­mous with a Cin­tu­rato intermediate tyre as well as the pops of blue — the same shade as the tyre let­ter­ings— that are ap­plied on the in­ner bezel ring, hands, crown and in­di­ca­tors. But mak­ing the Pirelli watches col­lectibles are the ex­clu­sive ex­pe­ri­ences tagged with the pur­chases. Eight lucky own­ers of the Ex­cal­ibur Spi­der Pirelli Dou­ble Fly­ing Tour­bil­lon will be hosted by Pirelli to a two-day VIP pro­gram at a mo­tor­sport event. The 88 own­ers of the Ex­cal­ibur Spi­der Pirelli Automatic Skele­ton will then be in­vited to ex­clu­sive, lo­cal Pirelli events. The idea of cou­pling such high-end and un­par­al­leled ex­pe­ri­ences with a watch pur­chase is not com­mon. It may just be what will steer Roger Dubuis to the che­quered flag this year.

Things should get racy with Roger Dubuis’ part­ner­ship with Pirelli.

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