With extraordinary imagination and daring magic, each of the four visuals reveals a different face of the Geneva watchmaker and the genes of the company whose reputation has been built on the excellence of its unique collections.

The first setting is the world of the Player, the world of La Monégasque collection. A luxurious room in a palatial mansion full of stories and mysterious references, decorated with sculptures and Roman columns, opens up to this compelling environment. As in watchmaking, the key words here are passion and elegance combined with strong emotions. Monaco and its casino feel close – all we have to do is push open the door...

The second setting is that of the Warrior, emitting a feeling of strength, energy and discipline that is echoed in the Excalibur collection. Its strength is symbolised by a world tucked away in the unforgiving rocks of Ireland where flashes of lightning illuminate a medieval castle, terrifying the wild horses of the valley. The knight evokes the nobility of combat, bravery, beautiful movements, precision, and the quest for excellence. The sword alone evokes mastery, choreographed power and the Celtic legends lodged deep in the collective subconscious, perfectly capturing the spirit of the Excalibur collection by Roger Dubuis.

The third visual depicts the world of the Venturer, representing the watches in the Pulsion collection. The setting has strong echoes of spy films, and the action takes place in a large, well stocked library decorated with noble wood, leather and unusual objects. In the past, the spy would have cracked the code in the books but here he has evolved into an agent equipped with ultra-modern technology. He finds the secret door, manages to unlock it and enters a world of clean, contemporary design. Flirting with danger, the intelligent, athletic Venturer gets his adrenaline flowing, determined to achieve his mission whatever methods are required. It is enough to look closely near the desk to see that nothing and nobody can resist him... The image gives off a feeling of tension and self-control, perfectly representing the design codes of the Pulsion collection.

The fourth image is the world of the Diva and the Velvet models. In a misty, intriguing atmosphere at the foot of a monumental staircase sculpted with terrifying horses, the door opens to reveal a woman: the elegant, passionate Diva. She moves along a hidden passage towards her most private secrets. The heavy air of mystery that surrounds her adds to her mystical charm and the majestic surroundings conceal objects, animals, shadows and threatening spirits. This is the enigmatic world that has produced the Velvet collection, a genuine homage to femininity.

“I hope this campaign will leave its mark” says Jean- Marc Pontroué, CEO of the brand. “It offers depth, vision and an original hook for each of our collections. It creates an atmosphere that is monumental but intimate at the same time, allowing us to tell stories. It will be an essential part of our Haute Horlogerie communications strategy. Given all the incidental details slipped into the visuals, the puzzle should take quite some time to solve.”

Source: Roger Dubuis / Creative Director: Alvaro Maggini