Roger Dubuis to expand ladies’ watches and launch jewellery

Luxury Swiss watchmaker Roger Dubuis has recently confirmed it intends to increase its share of the ladies’ watch market as well as to expand into jewelry. The brand’s signature ladies’ collection is the Velvet, which now comprises 20% of the company’s turnover.

“We would like to see the ladies’ watches grow to 30% of sales by 2016,” says Pontroué. For Roger Dubuis, that is an expensive ambition, aimed at a very exclusive market. “We are an Haute Horlogerie brand,” CEO Jean-Marc Pontroué points out. “We want to keep Roger Dubuis 100% mechanical. We have never made a cheap quartz watch. There are no non-diamond watches in the line, and we are all Geneva Seal.”

The brand had jewelry collections pre-Richemont Group ownership, but when it was relaunched, the number of skus was drastically reduced, and the focus was placed on watches.