In the movie Dead Poets Society, Robin Williams’ character, John Keating, stands on a desk during a lesson to encourage his students to see the world from a different perspective.
This is a constant reminder for Nicola Andreatta, CEO of Roger Dubuis, that while his three decades of experience in this industry and his constant involvement in it may impose some limitations on his creativity, anyone can generate brilliant ideas if he bothers to look at things from a different perspective.
“To overcome this, I strive to broaden my horizons by seeking inspiration from other fields. This can be challenging because it’s hard to avoid personal biases and see things from a new perspective … That’s precisely what I love to do. Sometimes, taking a step back and seeing things from a different angle is crucial. It prevents me from getting stuck in my usual ways of thinking,” Andreatta tells Options in a private room at the Roger Dubuis boutique at ION Orchard.
Indeed, despite coming from a family with a rich history in watchmaking spanning three generations, Andreatta believes that a willingness to do things differently is a key factor in his successful career in luxury that has spanned more than two decades, much like Roger Dubuis itself.
Andreatta has a passion for innovation and extreme pursuits. He has a multinational and culturally-diversified background, having worked in Europe, Asia, and the Americas, and is fluent in several languages. Andreatta previously launched his own luxury watch brand, N.O.A and later worked on a relaunched watch category for Tiffany & Co. before joining Roger Dubuis. He is known for his entrepreneurial spirit, creativity, and love of larger-than-life experiences. Now, Andreatta is excited to bring his personal take to Roger Dubuis’ unique brand identity. He shares with us his ideas on the brand’s evolution and where he is headed in the future.
You joined Roger Dubuis in 2018, a good two years before Covid-19. How different was your business strategy pre-, during, and post-pandemic?
The brand’s mission has always been to reinvent the world of fine watchmaking. This was the obsession and ambition of Roger Dubuis’ founders when they established the brand. However, we recently felt the need to refocus and clarify our messaging. We changed the brand’s claim and redefined our product pillars, making them much clearer than before.
Our efforts have resulted in a greater sense of focus for Roger Dubuis. We have spent a lot of time defining what the brand stands for, and we have come to the conclusion that if we had to define Roger Dubuis in one word, that word would be “access”. However, we recognise that “access” can have negative connotations, so we use three additional words to clarify what access means to us: “pleasure”, “madness”, and “freedom”. In everything we do, we strive to embody at least two of these three words.
We take the Latin etymology of “access”, which is “transcendere”, to mean “going beyond”. This is the purpose of the brand — to always exceed and go beyond the classic world of watchmaking. Our goal is to represent a credible alternative to the world of fine watchmaking.
Does that change what you stand for which is bold, sophisticated and elegant with an avant-garde design?
The definition of what we stand for is now even more precise. We are still bold, elegant, and avant-garde. We like to refer to ourselves as the inventor of “hyper horology”. However, words are essential to me, especially as someone with a background in classic studies.
The prefix “hyper” comes from the Greek language, and it signifies going beyond. It is also a way to describe something when you do not have any more superlative definitions. In semantics, “hyper” is a prefix that became widely used in the 90s because “super” was no longer sufficient to describe something that was even more exceptional. For us, hyper horology is precisely what we do.
To provide a more specific definition, we specialise in expressive and contemporary haute horology. In other words, we focus on creating fine watches that are both modern and beautifully crafted. This is the essence of what we do at Roger Dubuis.
Most watch brands have recorded higher sales during the pandemic. Is this the same for Roger Dubuis? Which countries recorded the best sales?
Although I cannot disclose specific details, I can inform you that our company has experienced a period of hyper-growth. It’s a common phenomenon to witness such growth after a crisis and this has affected various markets across the globe at different times. China rebounded swiftly after being hit by Covid-19, while the US and Europe experienced hyper-growth in the last year. Southeast Asia has also seen remarkable growth since the pandemic began.
I am pleased with how things have progressed, especially due to the digital world and social media. In terms of our company’s research and development, we have noticed three significant changes. Firstly, Asia is becoming increasingly important for luxury markets, and it is expected that the rate of growth in Asia will exceed that of the Western world in the coming years. This is something we need to consider as we contemplate geographical expansion.
Secondly, we are seeing a new breed of luxury clients who are more tech-savvy and conduct thorough digital research before physically visiting our boutiques. This is an essential shift we are observing in our clientele’s age and population.
Thirdly, the digital world is becoming increasingly crucial, and we are embracing this change. We enjoy the physical experience of our brand, but we recognize the importance of the digital world. Thus, we have developed a phygital (physical + digital) experience for our customers. We strive to convey a consistent message and experience across all channels of sale. In recent years, we have revamped our website, introduced e-commerce facilities, and expanded our digital footprint in terms of communication.
We have taken various initiatives to exist not only as a physical location but also as a digital one. For instance, we were among the first to create a virtual boutique in Singapore, where customers could virtually explore our ION boutique. Even today, customers can embark on a virtual journey through our boutique. We have also ventured into the metaverse and see it as a playground for us to showcase our creativity and unique brand identity. Our aim is to think beyond the box and provide our customers with an unparalleled experience.
Who is Roger Dubuis aimed at?
Our watches are designed for those who have achieved something in life and appreciate the finer things. At Roger Dubuis, we not only talk about hyper horology but also about hyper life — a life that is truly enjoyed. For many years, we have referred to our clients as hedonists, individuals who take pleasure in the joys of life. This is why pleasure is a central part of our brand message - we want our clients to have fun.
We consider our clients to be part of a tribe. When they come to us, they rarely leave because we have fun together and enjoy life to the fullest. The most beautiful things in life are rare and exclusive, and we embody this exclusivity in our timepieces. Our watches are a symbol of belonging to a particular world, rather than something to show off. When you see a Roger Dubuis watch, you can be sure that the wearer knows how to live and enjoy life.
See also: Defying traditions
You come from a family that has been involved in various aspects of watchmaking for three generations. Does it mean that this makes your job easier or harder, given that you have a more intimate knowledge of the watch business?
Ideally, I would say it’s easier for me to work in this industry because I know every part of the process. I’ve designed, manufactured, sold, and marketed watches. This facilitates communication with my team.
However, I also love the idea of getting influences from other industries. I believe that people from different backgrounds bring a unique perspective and can contribute to what we do. I am always open to new ideas and believe in collective intelligence.
Even though I have been in this industry for 30 years, I try to open up my mind and scope to get as many influences as possible from other worlds. It can be challenging to do so because of biases developed from seeing things from a certain angle. But like in the movie Dead Poets Society, when the professor jumps on the table and says, “Now look at the world from a different perspective,” I try to do the same. Taking a step back from my daily work and looking at it from a different perspective is crucial to avoid getting stuck.
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Determined to push boundaries
Roger Dubuis is a brand that embodies the rush of adrenaline, pushing the boundaries of what is possible with its impertinent, excessive, and slightly mad approach to hyper horology. They are not for the faint of heart but for those who live by the philosophy of living larger than life.
At Watches and Wonders in Geneva, they launched the Monovortex Split-Seconds Chronograph, which not only controls the forces of gravity but also showcases the brand’s ingenuity by reinventing the tourbillon and the oscillating mass, both associated with the complex Split-Seconds Chronograph complication.
This timepiece exemplifies Roger Dubuis’ pursuit of performance and precision, with a focus on challenging gravity. The reintroduction of the Split-Seconds Chronograph is an iconic complication for the Maison, and the brand has taken full control of gravity’s strength and reinvented gravity regulation with this watch. The Conical Monovortex Tourbillon at nine o’clock has a 360° trajectory, protecting the watch’s precision, no matter the position of the wearer’s wrist. It is a reinvention of the watch’s regulating heart, defying the complex realm of physics.
