Roger Dubuis Looks to Become the 'Hype' Fine Watchmaker With SoHo Boutique

Dubuis is painting SoHo red with its boutique concept that looks to grab a younger, edgier client. by misty white sidell Roger Dubuis has introduced a new retail format as the label looks to target a younger, edgier clientele. In what the brand is calling its first "lifestyle-driven boutique," there are covetable vehicles on display from makers like Lamborghini, a private ping-pong club, as well as watchmaking and private dining events - all layered in the brand's signature bold "traffic" red color. Located at 134 Wooster Street, the store is a significant switch for Roger Dubuis, which has long had a location on the Upper East Side's Madison Avenue.