Roger Dubuis
Roger Dubuis is a Swiss haute horlogerie manufacture founded in 1995 and owned by Richemont, producing Poinçon de Genève-certified mechanical watches in Geneva. It serves ultra-high-net-worth collectors globally through directly operated boutiques and authorized retailers, with flagship collections including Excalibur, Knights of the Round Table, and Velvet.
- Company typePrivate
- Founded1995
- HeadquartersMeyrin, Switzerland
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Roger Dubuis does
Roger Dubuis is a Swiss haute horlogerie manufacture founded in 1995 and headquartered in Meyrin, Geneva, operating as a wholly-owned branch of Richemont International SA. The company designs, develops, and produces mechanical luxury watches entirely in-house at its integrated Manufacture in Geneva, with all timepieces certified under the Poinçon de Genève standard. Its portfolio spans four core collections — Excalibur, Excalibur Spider, Knights of the Round Table, and Velvet — alongside limited editions under Hommage, The House of Retrograde, and Rarities. Signature complications include the Flying Tourbillon, Biretrograde Calendar, Biretrograde Perpetual Calendar, Monobalancier, Monotourbillon, and Perpetual Calendar Quatuor, supported by use of innovative materials such as carbon and ceramic and open-worked skeletonized designs.
The company targets ultra-high-net-worth individuals, horological collectors, and motorsport/luxury lifestyle enthusiasts across more than 40 country markets. Go-to-market is executed through a controlled distribution model consisting of directly operated boutiques in key luxury destinations (Dubai Mall, South Coast Plaza, multiple Macau and Japan locations), authorized multi-brand retailers (Bucherer, Mister Porter), and a website-based boutique appointment system. Pricing is opaque and quote-based, with entry-level Excalibur models starting in the tens of thousands of USD and complicated tourbillon and rarity pieces commanding significantly higher premiums. Revenue streams include hardware sales of timepieces, after-sales service and warranty programs, limited edition and bespoke commissions under the Rarities collection, and accessories.
Strategic partnerships anchor the brand's positioning: a flagship co-development alliance with Lamborghini Squadra Corse for motorsport-inspired timepieces, a 150-year Pirelli collaboration incorporating racing tire compound straps, and artist collaborations with Dr. Woo, Liu Wei, and Hypebeast extending the brand into urban and contemporary art communities. The company holds Responsible Jewellery Council certification (since 2014), Kimberley Process compliance for conflict-free diamonds, and CITES compliance for exotic leather straps, supporting its ethical sourcing credentials.
Roger Dubuis firmographics
Firmographics- Name
- Roger Dubuis
- Legal name
- Manufacture Roger Dubuis, branch of Richemont International SA
- Website
- https://rogerdubuis.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Roger Dubuis is a Swiss haute horlogerie manufacture founded in 1995 and owned by Richemont, producing Poinçon de Genève-certified mechanical watches in Geneva. It serves ultra-high-net-worth collectors globally through directly operated boutiques and authorized retailers, with flagship collections including Excalibur, Knights of the Round Table, and Velvet.
- Ownership category
- akta.pro rank
Roger Dubuis industry classification
Industry- Product category
- Luxury Watches (Haute Horlogerie)
- NAICS
- Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Luxury Mechanical Watches (CRAKADAA)
- akta.pro secondary industries
- Complications & Haute Horlogerie (CRAKADAG), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK)
Keywords
Where Roger Dubuis is headquartered
LocationHeadquarters
- HQ city
- Meyrin
- HQ country
- Switzerland
- HQ region
- Europe
Offices12 records
Markets served
Roger Dubuis business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Luxury Watch Sales: Primary revenue from designing, manufacturing, and selling high-end Swiss mechanical watches through proprietary boutiques and authorized retailers globally. Products range fromentry-level complications to ultra-high complication rarities.
- After-Sales Service: Warranty extensions, maintenance, repair services, and care services for existing timepieces through service centers and boutiques.
- Rarity & Bespoke Pieces: Limited edition and bespoke timepieces under the Rarities collection, commanding premium pricing for unique commissions.
- Accessories: Sale of straps, bracelets, and other watch accessories through boutiques and online.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Roger Dubuis product offering
Product offeringCore offering
Roger Dubuis designs, manufactures, and retails luxury Swiss mechanical watches from its integrated Manufacture in Geneva. Its catalog spans haute horlogerie collections such as Excalibur, Excalibur Spider, Knights of the Round Table, Velvet, Hommage, and Rarities, featuring proprietary complications including flying tourbillons, biretrograde calendars, perpetual calendars, chronographs, and minute repeaters. All timepieces carry the Poinçon de Genève certification, and the brand offers after-sales service, bespoke commissions, and accessories.
Product overview
Roger Dubuis is a Swiss luxury watch Manufacture founded in 1995, operating from an integrated facility in Geneva. The brand offers a portfolio of haute horlogerie timepieces across four main collections: Excalibur (flagship), Excalibur Spider (sportier variant), Knights of the Round Table (heritage-inspired), and Velvet (elegant). Special editions include Hommage, The House of Retrograde, and Rarities. The Manufacture specializes in complex complications including Biretrograde Calendar, Biretrograde Perpetual Calendar, Monobalancier, Monotourbillon, Perpetual Calendar Quatuor, and Flying Tourbillon watches. Roger Dubuis also maintains strategic collaborations with Lamborghini Squadra Corse and Pirelli for exclusive themed collections. All timepieces are certified with the Poinçon de Genève, the prestigious Geneva Seal quality certification.
Differentiator
Problem solved
Functional benefit
Products and services
- Excalibur Collection Flagship haute horlogerie collection offering bold, daring designs combined with advanced mechanical complications and in-house movements; targeted at ultra-high-net-watch collectors.
- Excalibur Spider Collection
- Knights of the Round Table Collection
- Velvet Collection
- Hommage Collection
- The House of Retrograde Collection
- Rarities Collection
- Lamborghini Squadra Corse Collaboration Collection
- Pirelli Collection
- Watch Straps and Accessories
- After-Sales Care and Maintenance Services
Companies that use Roger Dubuis
Customer profileSegments3 records
Ideal customer profiles3 records
Roger Dubuis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Roger Dubuis partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Lamborghini Squadra CorsecoreRoger Dubuis x Lamborghini Squadra Corse represents a flagship high-powered collaboration committed to cutting-edge performance, ground-breaking technology, and striking aesthetics. The partnership pursues perfection through co-developed timepieces inspired by Lamborghini's motorsport activities, including Super Trofeo racing.
- PirellicoreRoger Dubuis x Pirelli collaboration celebrating 150 years of Pirelli excellence. The partnership creates exclusive timepieces incorporating Pirelli's motorsport heritage and tire technology inspiration.
- Responsible Jewellery Council (RJC)coreRoger Dubuis is a certified member of the Responsible Jewellery Council, a non-profit organization promoting responsible, ethical, social, and environmental practices with respect for Human Rights across the entire jewelry and watchmaking supply chain. The certification covers Gold, Silver, Platinum group metals, Diamonds and colored gemstones from mining to retailing.
- Institute of Swiss Watchmaking (IOSW)minorThe IOSW was founded in 2008 by Richemont to provide dedicated, career-minded individuals with education and training in watchmaking. Roger Dubuis's sponsorship supports the institute's training policy, helping develop qualified craftsmen and women to service luxury watch products worldwide.
- Dr. WoominorCollaboration with renowned tattoo artist Dr. Woo on the Excalibur Dr. Woo MB collection, bringing cosmic design elements to the watch.
- Liu WeiminorCollaboration with Chinese contemporary artist Liu Wei, creating exclusive timepieces that blend horological craftsmanship with contemporary art.
- HypebeastminorRoger Dubuis x Hypebeast collaboration targeting urban culture and streetwear enthusiasts, bringing contemporary lifestyle positioning to the brand.
- Mister PorterminorLuxury online retailer offering Roger Dubuis timepieces to customers globally.
- BuchererminorAuthorized retailer partnership for distribution of Roger Dubuis timepieces through Bucherer's luxury watch retail locations.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Roger Dubuis competitors and assessment
Company assessmentDirect peers
- Jaeger-LeCoultre: Richemont sister-Maison in the haute horlogerie segment, producing in-house mechanical complications (reverso, perpetual calendars, tourbillons). Directly comparable product portfolio, Geneva manufacture footprint and ultra-high-net-worth customer targeting.
- Blancpain: Richemont sister-Maison with Swiss mechanical watchmaking heritage, producing complicated timepieces (tourbillons, perpetual calendars) targeting similar UHNWI collectors with comparable in-house manufacturing model.
- Hublot: LVMH-owned Swiss watch brand with bold contemporary design language and high-complication mechanical offerings, comparable in style positioning (daring, sport-luxury) and price tier overlap with Roger Dubuis.
- Breguet: Swiss haute horlogerie maison (Swatch Group) producing tourbillons, perpetual calendars and other high complications with in-house manufacture. Comparable historical heritage, complication mix and UHNWI target customer.
- Vacheron Constantin: Fellow Richemont-owned Geneva haute horlogerie Maison producing in-house complicated mechanical watches with Poinçon de Genève certification. Operates at the same ultra-luxury price tier and shares the same parent, distribution channels and target UHNWI collector base as Roger Dubuis.
- Audemars Piguet: Independent Swiss haute horlogerie manufacturer known for the Royal Oak and Code 11.59 lines with in-house complications. Closest independent peer in terms of mechanical complexity, in-house manufacture and UHNWI collectors, though at materially larger scale.
- Franck Muller: Independent Swiss haute horlogerie house emphasizing elaborate complications and bold contemporary design, occupying a similar 'daring modern Haute Horlogerie' niche as Roger Dubuis with overlapping complication categories.
- A. Lange & Söhne: German haute horlogerie manufacturer in the Richemont group producing high-complication mechanical watches with a comparable collector-driven, in-house manufacturing approach and ultra-luxury positioning.
Emerging players
- Richard Mille: Independent ultra-luxury watchmaker famous for skeletonized, high-complication, motorsport-inspired designs and extreme pricing. Significant product and brand-positioning overlap with Roger Dubuis's Excalibur Spider and Lamborghini collaborations.
Broad incumbents
- Patek Philippe: Independently owned Swiss haute horlogerie leader and the reference standard for collector-driven complicated watches (Nautilus, Grand Complications). Sets the pricing and prestige ceiling that Roger Dubuis competes beneath.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Roger Dubuis social profiles
Digital presenceRoger Dubuis compliance and trust
Trust signalCompliance4 records
Roger Dubuis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roger Dubuis leadership team
Management profileNumber of profiles
Roger Dubuis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roger Dubuis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roger Dubuis
What does Roger Dubuis do?
Roger Dubuis designs, manufactures, and retails luxury Swiss mechanical watches from its integrated Manufacture in Geneva. Its catalog spans haute horlogerie collections such as Excalibur, Excalibur Spider, Knights of the Round Table, Velvet, Hommage, and Rarities, featuring proprietary complications including flying tourbillons, biretrograde calendars, perpetual calendars, chronographs, and minute repeaters. All timepieces carry the Poinçon de Genève certification, and the brand offers after-sales service, bespoke commissions, and accessories.
Is Roger Dubuis a public or private company?
Roger Dubuis is a private company. It is classified as corporate owned and is currently operating.
When was Roger Dubuis founded?
Roger Dubuis was founded in 1995. It employs 251 to 500 people.
Where is Roger Dubuis based?
Roger Dubuis is headquartered in Meyrin, Switzerland, in the Europe region.
How does Roger Dubuis make money?
Four revenue lines are on record. Luxury Watch Sales are the primary driver. The others are after-Sales Service, rarity & Bespoke Pieces and accessories.
Who are Roger Dubuis's main competitors?
Direct peers on record are Jaeger-LeCoultre, Blancpain, Hublot, Breguet, Vacheron Constantin, Audemars Piguet, Franck Muller and A. Lange & Söhne. Richard Mille is listed as an emerging player. Patek Philippe is listed as a broad incumbent.
Does Roger Dubuis have an API?
No public API is recorded for Roger Dubuis.
What industry is Roger Dubuis in?
Roger Dubuis's product category is Luxury Watches (Haute Horlogerie). Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAG, Complications & Haute Horlogerie. Its NAICS code is 42394 and its SIC code is 3960.