Roger Dubuis (ROGER DUBUIS) is a young high-end watch manufacturer founded in Geneva, Switzerland, in 1995 by Swiss independent watchmaker Roger Dubuis and Portuguese designer Carlos Dias.
With “Dare to be Rare” as its brand philosophy, and as the only maison in which every model has earned the “Geneva Seal”—the highest certification in watchmaking—it captivates watch enthusiasts around the world with its exceptional craftsmanship and unparalleled originality.
Since 2008, as part of the Richemont Group, the brand has launched its flagship "Excalibur" collection and the women's "Velvet" line, as well as innovative collaborations with the world of motor racing, including Lamborghini and Pirelli. Japan’s first flagship boutique opened on Ginza Namiki-dori in November 2016.
ROGER DUBUIS: Basic Information About the Roger Dubuis Ginza Store
Ginza is home to Japan’s first Roger Dubuis flagship store, the “Roger Dubuis Ginza Boutique.” It held its grand opening on November 25, 2016, with an opening ceremony attended by brand ambassador Kenta Maeda and then-CEO Jean-Marc Pontreau. Located on Ginza Namiki-dori—one of the world’s premier luxury districts—the boutique offers a unique space where visitors can experience the future of Hyperhorology™.
- address (e.g. of house): 6-7-19 Ginza, Chuo Ward, Tokyo 104-0061
- Phone number: 03-5537-5317
- Business Hours: 12:00 p.m. – 8:00 p.m.
- regular closing day: Irregular holidays
- Access: A 3-minute walk from “Ginza Station” on the Tokyo Metro Ginza and Marunouchi Lines, and a 5-minute walk from “Higashi-Ginza Station” on the Tokyo Metro Hibiya Line
- feature: At the entrance stands a facade featuring a geometric design inspired by the “Astral Skeleton”—Roger Dubuis’ iconic star-shaped skeleton movement. The interior is divided into sections based on the brand’s three iconic colors—gold, black, and red—with each of the Excalibur, Hommage, Velvet, Paljon, and Monégasque collections presenting its own distinct aesthetic. The store also features a VIP lounge and library, concierge services, and a virtual tour of the manufacture in Geneva, Switzerland.
It's good because it's in Ginza.
The biggest advantage of buying a Roger Dubuis in Ginza is that,An immersive shopping experience that fully embodies the brand’s worldview—made possible precisely because it is Japan’s first and only flagship store—along with priority access to limited-edition modelsThe following is located in the
With an extremely limited annual production of only about 5,000 pieces—and with the number of pieces produced for each model strictly limited—at Roger Dubuis, a relationship of trust with authorized boutiques is the key to acquiring these rare models. As the brand’s hub in Japan, the Ginza boutique is a special place where customers receive priority access to information about globally limited and Japan-exclusive models.
In the VIP lounge, you can relax and explore watches at your leisure while enjoying coffee or champagne, with dedicated staff connected directly to the Geneva headquarters. Holding the Excalibur’s complex mechanisms in your hands and experiencing the exquisite finishing of the Geneva Seal-certified movements up close is a luxury second to none among Roger Dubuis boutiques worldwide.
In addition, the venue offers personalization services and a virtual tour of the company’s manufacturing facility in Geneva, Switzerland, making it a truly special place where visitors can experience “the future of Hyperhorology™” firsthand.
ROGER DUBUIS: Who Wears Roger Dubuis Watches?
People who wear Roger Dubuis watches,A truly successful person with an extremely unique sensibility who thoroughly detests being “just like everyone else”...is the focus. “Too many people own Rolexes and Patek Philippe watches,” “I want something bolder and more original—not like an Audemars Piguet or a Richard Mille”—it enjoys enthusiastic support from those seeking the ultimate in originality.
These watches are cherished by business leaders, entrepreneurs, elite athletes, artists, musicians, and others who have achieved success through their own efforts and established their own unique aesthetic. A shared understanding of the pinnacle of watchmaking craftsmanship—as evidenced by the fact that every model bears the Geneva Seal—an aesthetic sensibility for bold and avant-garde skeleton designs, and a desire for the “exclusivity of owning something that exists in only a limited number” are the traits that set Roger Dubuis owners apart from owners of other high-end brands.
Although the brand has a strong reputation for being male-oriented, its “Velvet” women’s collection—launched in 2012—is beloved by divas (leading actresses) around the world as the ultimate feminine watch, blending diamonds with the artistry of high jewelry.
ROGER DUBUIS: Popular Products from Roger Dubuis
At Roger Dubuis, the following collection models are particularly popular.
- Excalibur Monobalancier Retrograde Calendar Ref. RDDBEX1179 A flagship model from Roger Dubuis’ signature “Excalibur” collection. It features a notched bezel reminiscent of the legendary sword, a retrograde calendar, and an in-house movement certified by the Geneva Seal. Prices start at approximately 10,032,000 yen.
- Excalibur 45 Double Flying Tourbillon Skeleton Ref. RDDBEX0395 A legendary timepiece in the history of Roger Dubuis. Featuring the world’s first double flying tourbillon in a skeletonized design, the star-shaped “Astral Skeleton” movement, visible through the case, exudes a beauty unlike any other. Prices start at approximately 53,295,000 yen.
- Excalibur Moonlight Central Monotourbillon Ref. RDDBEX1221 A flagship model featuring a tourbillon at the center of the case, combined with a moon phase display. It represents the pinnacle of Hyperhorology™, embodying the ultimate pursuit of artistic excellence in watchmaking. Prices start at approximately 51,491,000 yen.
- Excalibur Spider Huracán A motor racing-inspired model born from a joint development project with the prestigious Italian brand Lamborghini Squadra Corse. The DLC-coated black titanium case and lightweight rubber strap give it a presence reminiscent of a racing car. Actual used market prices start at approximately 3,600,000 yen.
- Velvet 36 Automatic Ref. RDDBVE0081 The standard model from the “Velvet” women’s collection, launched in 2012. The trompe-l’œil case—a combination of tonneau (barrel-shaped) and round designs—along with the diamond-set bezel and lugs, exude the ultimate in femininity. Prices start at approximately 5,170,000 yen.
- Velvet 36 High Jewelry Ref. RDDBVE0076 A limited-edition high-jewelry masterpiece, available in only eight pieces worldwide, featuring a platinum case set with more than 813 diamonds totaling over 52 carats. The Maison’s ultimate expression of artistry, blending watchmaking and jewelry. Prices start at approximately 18,205,000 yen.
ROGER DUBUIS: Celebrities Who Wear Roger Dubuis
Roger Dubuis is beloved by many celebrities and artists both in Japan and abroad. Here are a few examples.
- Kenta Maeda (Professional Baseball Player): He is a fan of the Excalibur Spider Flying Tourbillon Skeleton, Ref. RDDBEX0546. She has served as an official brand ambassador for Roger Dubuis since 2016 and attended the opening ceremony for the brand’s first flagship boutique in Ginza, Japan. A true fan, she says, “It’s the most comfortable and lightweight watch I’ve ever worn.”
- Hisashi Iwakuma (Former Professional Baseball Player and Baseball Commentator): Official brand ambassador for Roger Dubuis (appointed in 2016). A baseball player with deep ties to the brand who visited the manufacture in Geneva, Switzerland, and even had a conversation with the founder, Roger Dubuis himself.
- Motoki Sorayama (Artist): Official brand ambassador for Roger Dubuis. A Japanese illustrator known worldwide for his paintings of sexy robots, he plays a central role in the brand’s contemporary art strategy, having unveiled the Dyson and Hajime Sorayama x Roger Dubuis collaboration watch, among other projects.
- Gerard Butler (actor): A devoted fan of the Excalibur Collection. The actor—known for warrior-like roles such as King Leonidas of Sparta in *300* and *White House Down*—serves as the official ambassador for the brand named after the sword (Excalibur).
- Canelo Álvarez (professional boxer): Official brand ambassador for Roger Dubuis. A legendary Mexican boxer who won world titles in five weight classes, he entered into a long-term partnership with the brand following an announcement at SIHH, and a signature model was also released.
- Kim Hee-sun (Actress): A devoted fan of the Velvet Collection. As one of South Korea’s leading actresses, the simple bracelet design and diamond bezel accentuate her glamorous and sophisticated charm.
- Daphne Guinness (Designer and Artist): Official brand ambassador for Roger Dubuis. A designer of British aristocratic descent—known as the heir to the Guinness beer dynasty and a fashion icon—whose unique style resonates deeply with the brand’s philosophy of “Dare to be Rare.”
ROGER DUBUIS: Roger Dubuis Price Range (Price Estimate)
The market price of Roger Dubuis watches varies significantly depending on the collection and model.
- New (regular price): The entry-level “Excalibur” model starts at approximately 5 million yen; the popular “Excalibur Monobalancier Retrograde Calendar” is priced at approximately 10,032,000 yen; and the “Excalibur Retrograde Perpetual Calendar” at approximately 16,588,000 yen. For tourbillon and complication models, prices range from 50 million yen to over 100 million yen. The “Excalibur Perpetual Calendar Quatt’O” commands a staggering price of approximately 99,176,000 yen.
- second-hand market: The “Excalibur Huracán RDDBEX0750” starts at approximately 5.18 million yen, the “Excalibur Huracán RDDBEX0829” starts at approximately 3.65 million yen, and the “Excalibur Spider Automatic Skeleton Japan Limited” starting at approximately 6.58 million yen. Because production runs are extremely limited, discontinued and limited-edition models tend to command a premium.
- level of difficulty in obtaining: Production quantities are limited for each model number, making virtually every watch a limited edition. Popular models often have waiting lists even at authorized boutiques, and Japan-exclusive and globally limited models are rare items for which priority is given to regular boutique customers.
- property (asset) value: Thanks to the technical credibility provided by the Geneva Seal and the scarcity resulting from limited production, resale values remain extremely strong. In particular, the “Excalibur Double Flying Tourbillon Skeleton” and the “Excalibur Huracán” series—a collaboration with Lamborghini—are expected to hold long-term investment value.
ROGER DUBUIS: The Appeal of Roger Dubuis and Our Recommendations
For Men: Perfect for true achievers who want to express their unique personality on their wrist
The “Excalibur” Collectionis a classic choice. The overwhelming presence created by the notched bezel and skeletonized design embodies the pride of owners who insist, “I absolutely refuse to wear the same watch as anyone else”—whether in business or in their personal lives. For motor racing enthusiasts, Lamborghini collaboration models such as the “Excalibur Spider Huracán” are the ultimate choice. For those seeking a more sophisticated complication, the breathtaking mechanical beauty of the “Excalibur Double Flying Tourbillon Skeleton” is the pinnacle of horological artistry.
For Women: For women seeking the artistic fusion of fine jewelry and watches
The "Velvet" CollectionThis model comes highly recommended. Featuring a unique trompe-l’œil case that blends a tonneau (barrel-shaped) design with a round silhouette, along with a diamond-set bezel and lugs, it exudes a presence so striking that it is more fitting to call it a “moving work of art” than a mere watch. The “Velvet 36 High Jewelry,” which blends the craftsmanship of high jewelry with the precision of mechanical watchmaking, boasts ultimate rarity with a limited global production run of just eight pieces.
ROGER DUBUIS: Roger Dubuis—Target Age Group
mainlyAges 40–70It is favored by a select group of affluent individuals. Given its extremely high price range (starting at around 5 million yen for entry-level models, with top-tier models costing tens of millions to hundreds of millions of yen), its owners are primarily those who have achieved significant social success. A defining characteristic is that these watches are often chosen not as a “status symbol,” but as “the ultimate, highly individualistic timepiece selected after one has already owned other high-end brands.” In recent years, the brand has also been gaining a growing following among the emerging IT-wealthy and young entrepreneurs in their 30s.
ROGER DUBUIS: Roger Dubuis—What Should I Buy for Myself?
"Excalibur Monobalancier Retrograde Calendar"or"Excalibur Spider"We recommend this series. The former is the quintessential model that best embodies Roger Dubuis’ brand philosophy and the technical excellence of the Geneva Seal, while the latter is a contemporary choice that perfectly blends skeleton design with sporty luxury. It’s the ultimate timepiece you’ll want to hold in your hands when you reach the pinnacle of life—whether that’s a major business success, achieving independence, or amassing a fortune in the hundreds of millions.
ROGER DUBUIS: Which Roger Dubuis watch should you give as a gift?
For men"Excalibur"For women, the"Velvet"is a classic choice. By taking advantage of the personalization service at the Ginza boutique, you can have it customized with diamond settings or a custom strap to create a one-of-a-kind piece. As a gift worth tens of millions of yen, it serves as the ultimate present to commemorate special moments that far transcend ordinary gift-giving—such as the transfer of a business from a CEO to a successor, a lifelong anniversary for a married couple, or a symbol of a business partnership.
Summary
Roger Dubuis truly shines in the special setting of Ginza. The rebellious spirit of independent watchmaker Roger Dubuis and creator Carlos Diaz, which has endured since 1995; the technical pride of being the only brand whose entire collection bears the Geneva Seal; and the overwhelming rarity resulting from an extremely limited annual production of just approximately 5,000 pieces—
The brand’s philosophy, “Dare to be Rare,” embodies an attitude that defies convention and a bold pursuit of Hyperhorology™, which continues to captivate watch enthusiasts around the world.
Roger Dubuis is a masterpiece truly suited for those with a distinctive sense of style—individuals who, having experienced all other high-end brands, are seeking “a watch that truly sets them apart.” To make your shopping experience in Ginza even more special, why not visit Japan’s first flagship store, the “Roger Dubuis Ginza Boutique”?
