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