[Interview] Roger Dubuis CEO Nicola Andreatta

Nicola Andreatta, CEO of Roger Dubuis, likes to use the term "phygital." This coined word, made up of "physical" and "digital," is likely to be an important point when looking at Roger Dubuis' future.

Our customers are culturally similar "tribes"

Nicola Andreatta
Roger Dubuis CEO. Born in Italy in 1973. After graduating from the Catholic University of Milan, he joined the management of luxury watch brands. Since 2001, he has worked as a consultant, taken over the management of Timeo SA, and launched his own watch brand. In 13, he became vice president and general manager of Tiffany & Co., where he developed the "CT60" and "East West" watches. He has held his current position since 18.

"The digital world has evolved to a point where it can no longer be resisted, and it can even be said to have reached a stage of maturity. We now live in two worlds: digital and physical. This is a new world and a cultural revolution that was completely unpredictable 10 years ago. So how do we connect these two? That is phygital," he continues.

"People live in a digital world, they're savvy and they want more, and we have no choice but to support them in that direction. The way we consume has changed dramatically, and the experience of that consumption will start online and move offline. Many brands think of the two worlds as separate, but the two will be a continuous journey."

　There's a reason he says that.

"Products are extremely important, but they have become a way of identifying customers." What does that mean?

"Roger Dubuis not only provides watches, but is also an emotional provider, offering our world and passion to our 'tribes.'" Not customers, but 'tribes.' I never expected to hear a term like this, referring to a group of people united by common interests and lifestyles, from the CEO of Roger Dubuis. In other words, Roger Dubuis is trying to understand its customers in more detail.

"A 'tribe' means people who are connected by the same values. The gathering of people who are attracted to it is not a gathering for a brand, so it will be similar in cultural aspects." He says that the important thing is what the brand can offer to the 'tribe'.

"In the case of Roger Dubuis, it will be joy and freedom. We offer more than just watches. A Roger Dubuis watch is also proof of belonging to a tribe." However, it is Roger Dubuis that concludes the discussion strictly with watches.

"The new Excalibur Monobalancier has a free-sprung balance, making it suitable for sports. We are always looking to improve quality, and we want to make 100% of our products bear the Hallmark of Geneva. We think this will be possible in two to three years. And within a few years, we plan to release a revolutionary product."