By Cassell Ferere originally published on Forbes.com

There is a new sense of luxury and lifestyle happening in the streets of Soho, New York, and Roger Dubois is the culprit to blame. Running with the concept of Hyper Horology and the motto, “No Rules Our Game,” Roger Dubuis timepieces are shaking up the stylish Soho streets with a lifestyle brand that aims to stand out. Located at 134 Wooster Street is the new US home for Roger Dubuis timepieces, and instead of painting the town red, they painted their new and ever-evolving Soho, NY flagship. 

Yesterday, March 3, 2022, fans, selected influencers, and other guests were in attendance to experience the launch of the flagship location and the energy that Roger Dubuis uses to power the timepiece collection. In attendance were notables like Fat Joe, Busta Ryhmes, and DJ Jazzy Jeff, to name a few. Although these watches are hard to outshine with flamboyant style and a celebrity name, the Roger Dubuis brand expands its palette into race-inspired athleticwear to invite all kinds of groups into the brand’s aesthetic.

Bringing the Roger Dubuis lifestyle to New York City with apparel and an accessory collection that lined the flagship’s walls, these timepieces, handmade in the horological hub of Geneva, Switzerland, are known specifically for their watchmaking ability. They are given the most respected certificate in Haute Horology, the Poincon de Geneve. The signature watch of the evening belonged to the Excalibur Monobalancier Soho. A timepiece that has been made exclusively for the Soho space and is limited to 8 pieces. 

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