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Hip Hop Icons at Roger Dubuis luxury watch store opening in NYC!

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Hip Hop Icons at Roger Dubuis luxury watch store opening in NYC!

Hip Hop Icons at Roger Dubuis luxury watch store opening in NYC!

Hip Hop Icons at Roger Dubuis luxury watch store opening in NYC!

The luxury Swiss watch brand Roger Dubuis celebrated the grand opening of its new concept store. Called the “Soho Residence,” this lifestyle boutique challenges the norm with a cutting-edge approach to luxury timepiece shopping. The space is bold with vibrant red interiors, graffiti on the walls, and working garage doors—living up to their brand ethos, ‘No rules, our game.’ Roger Dubuis collaborated with TheArsenale, the ultimate brand dedicated to the future of mobility, for the store opening. TheArsenale brought in the AIR4, a flying car, to serve as the main focal point of the event.

Roger Dubuis’s luxury watch range showcases avant-garde timepieces, pushing the limits of horology. Known for their distinctive designs they are referenced as one of the world’s best producers of architectural skeletonised movements. 

Photo credit: Courtesy of Sean Behr
Hip Hop Legends Fat Joe, Busta Rhymes and Jazzy Jeff

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