Absolutely, especially when the two brands are as innovative and punctilious as Roger Dubuis and Lamborghini Squadra Corse.
It seems like brand partnerships are a dime a dozen these days—slapping on your logo on another brand’s wares in order to increase awareness and rake in those dollars? Sounds like a foolproof plan… except that it isn’t. There are real risks involved, as the wrong partnership can dilute a brand image, and tawdry execution can ruin a reputation.
In the world of watches, such cross-pollination projects are common, but not all of them deliver the intended results: savvy customers can tell the difference between a partnership that’s aligned and well-thought-out, and one that simply seeks to slap a logo on a dial.
The former scenario is rarer than you’d imagine, and when it happens, the results are magical. Take the most recent collaboration between Swiss watchmaker Roger Dubuis and supercar maker Lamborghini Squadra Corse, the perfect example than when two brands are as aligned as these two are, the ensuing timepieces are nothing short of superlative.
The two technical giants announced their partnership last September, and since then, the watches borne from this collaboration have piqued the interest of both horologists and car fanatics for their innovation in engineering and design.
Brand Alignment
Roger Dubuis might be relatively young in an industry where tradition is revered, but it has carved a niche for itself for its ingenious timepieces that push both technical and aesthetic boundaries. Beyond its innovative take on horology, each Roger Dubuis timepiece is Poinçon de Genève-certified, meaning that it meets the exacting criteria set by the regulating body.