ROGER DUBUIS & ITALDESIGN
During the Geneva International Motor Show 2017 ROGER DUBUIS and ITALDESIGN announced a partnership.
It also was the perfect place (for the Geneva based Manufacture) to launch a eight pieces limited edition.
The "Excalibur Spider Italdesign Edition"
The event was Fascinating! Even if we all know that the Watchmaking & Car industries are very close, we wanted to dig a little bit deeper so here is a short interview of ROGER DUBUIS’s CEO JEAN-MARC PONTROUÉ.
W4watch: What’s your strategy in terms of Communication ?
Jean-Marc Pontroué: Our Communication strategy is simple: We communicate exclusively on "Spectacular"
We find disruptive angles (like our products) and cross the « traditional » lines! Our boutiques, our timepieces are not traditional. When you see an Excalibur Tourbillon, it's definitely not a traditional watch... Well, our Communication follows the same principle. Our tag "Dare to be Rare" expresses it and is (in a way) more understandable that the previous one
« Geneva Watchmaker »
We also do a lot of Digital Communication. Mini-films, visuals and work on new technologies.
Another point is the promotion of Geneva. Just as Paris has been promoting the Haute Couture for many years, we want to promote Geneva as the undisputed capital of Haute Horlogerie. Other Swiss states are producing watches as well as other countries… but there is only one city that has particular competences, network, brands, know-how... and it’s Geneva!
W4watch: We are in the first quarter of 2017. What is your appreciation of the current economic situation?
Jean-Marc Pontroué: The SIHH 2017 has given more satisfying results than the SIHH 2016. The markets in which we operate are well oriented and we can see it through our own boutiques.
By injecting creativity, differentiation, accessible & legitimate "Storytelling", customers follow you. Even on 180'000 CHF products or the Quatuor Coblat (400'000 CHF) or the PIRELLI Double Tourbillon (280'000 CHF).
W4watch: Could you develop the concept of "Storytelling" more precisely ?
Jean-Marc Pontroué: For instance, our partnership with ITALDESIGN allows customers to discover a beautiful collaboration between two Manufactures and their universes. The customer will be invited to Turin to experience the birth of an exceptional car. We then offer him/her a private transport (between Turin and Geneva) and continue the journey with a visit of the Manufacture Roger Dubuis.
He/she is going to have a 360 ° overview of the partnership. This is not a marketing or financial operation! It is a credible "Storytelling" and a great experience for clients who did almost everything in their lives.