Last year, with stores closed during the circuit-breaker and many people generally choosing to stay home, several Richemont brands — including IWC, A. Lange & Sohne and Piaget — launched their own virtual boutiques. More than just typical e-commerce websites, these digital entities were modelled on the brands’ actual stores in Singapore.

Aside from drawing viewers into an immersive environment and allowing them to move around similarly to how they might within the actual physical store, these platforms also allow a brand’s sales representatives to host a guided walkthrough for their clients via a video-chat function.

The latest member of the Richemont family to get its own virtual boutique is Geneva-based manufacture Roger Dubuis, a high-end watch brand known for its sporty, statement timepieces as well as its partnerships with Lamborghini and Pirelli. However, its digital store offers a few more surprises than those of its sister brands.

Based on the brand’s boutique at Ion Orchard, the virtual boutique allows a viewer to move around the store interior and check out timepieces in display cases. Clicking on a watch brings up information about that piece. So far, so familiar (at least, it will be if you have checked out other virtual fine-watch stores).

However, the Roger Dubuis e-store includes some entertaining extras, including its own Spotify playlist: Navigate to the store’s private room and you will find yourself in a “secret lounge”, which leads to more interactive zones. The first is the Expressive Singularity zone, which highlights the brand’s technical expertise and craftsmanship by showcasing its latest watches, including the new Excalibur Double Fying Tourbillon models, and a selection of other objects.

Roger Dubuis Excalibur Double Flying Tourbillon
Excalibur Double Flying Tourbillon in white gold

The second zone is Adrenaline, which focuses on Roger Dubuis’ partnerships with top automotive names such as Lamborghini Squadra Corse and Pirelli. The third zone brings you into the brand’s manufacture in Geneva: The virtual environment, which includes footage of the brand’s actual watchmakers, provides concise snapshots of the manufacture’s processes including machining, assembly and finishing. If you’re a fan of the brand, we recommend contacting your usual sales associate for a guided walkthrough, but if you’d just like to learn more about Roger Dubuis in a fresh way, have a look on your own by clicking here.