Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

No cookies to display.

Roger Dubuis Celebrates The Grand Opening Of Its New Soho Residence

Roger Dubuis Celebrates The Grand Opening Of Its New Soho Residence

Adrienne Faurote
By Adrienne Faurote March 4, 2022

Last night, 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 Soho
Branded Lamborghinis outside of Roger Dubuis’ Soho Residence

Photo Credit: Courtesy of Sean Behr

Roger Dubuis pulled out all the stops to make this opening one to remember: branded Lamborghinis took over Wooster Street, and the red carpet was rolled out for guests upon arrival.

With music provided by DJ BMAJR, guests enjoyed delicious cocktails, luxury timepieces, and innovative technology. Close friends of Roger Dubuis, including Fat Joe, Busta Rhymes, Dr. Woo, and DJ Jazzy, also joined the celebration, and Roger Dubuis CEO, Nicola Andreatta, gave a toast, welcoming guests into the new space. Jeff The new concept store is now open at 134 Wooster Street.  

ROGER Dubuis Soho
DJ BMAJR

Photo Credit: Courtesy of Sean Behr

ROGER Dubuis Soho
Fat Joe, Busta Rhymes, Roger Dubuis CEO Nicola Andreatta, and DJ Jazzy Jeff

Photo Credit: Courtesy of Sean Behr

ROGER Dubuis Soho
Dr. Woo

Photo Credit: Courtesy of Sean BehrROGER Dubuis SohoPhoto Credit: Courtesy of Sean BehrROGER Dubuis SohoPhoto Credit: Courtesy of Sean Behr