SADRY KEISER PERSONIFIES the idiom 'there are two sides to every story'. As the man tasked with articulating Roger Dubuis' concept of hyper horology, one that the brand has trademarked, Keiser is a rarity in the watch business. He is among a handful of executives who not only understands the need to sprinkle a bit of magic dust to market a brand, but actually supplements the storytelling with real knowledge of how watches are made.
A business graduate, Keiser entered the watch trade by working in communications and events, before taking on roles in the manufacturing and research and development departments. Keiser joined Roger Dubuis' research and development team in 2005, and took on the role chief marketing officer two years ago.
"The challenge in marketing watches lies in how you make a connection between technicians, watchmakers and manufacturers, with having a feel for the intangible things such as market desires and trends," he says.
For the past two years, the catchphrase at Roger Dubuis has been 'hyper horology'. It is a carefully crafted motto and modus operandi that articulates the brand's over-the-top approach to watchmaking. With the watches always wrapped in a shroud of flamboyance to express the concept, Keiser seems to be perfectly placed to marry the polarising spectrums of extravagant style and technical watchmaking.
This story is from the December 2023 edition of Robb Report Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 2023 edition of Robb Report Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
THE POINTS OF TRAVEL
Peggy Roe of Marriott International shares the reasons why people travel and how the hotel chain is aligning with new trends.
Evening Spirits
An exclusive group of Robb Report Singapore readers was treated to an evening soiree where they savoured The Macallan's signature serves and journeyed through the brand's 200 years of expertise.
A Hotel For The Ages
Once the site of military machinations, espionage activities and multiple Bond films, he Old War Office in London's Whitehall has undergone a billion-pound-plus transformation o become The OWO and the landmark address of Raffles London at The OWO.
An Appetite For Exceptional The
Eat and rest well-like a Maldivian would-at Velaa Private Island.
Steeped In Chiang Mai's Culture
The newly opened InterContinental Chiang Mai The Mae Ping offers tailored experiences for an authentic journey through this mountainous city.
A Week In Scotland
With Scott Dunn Private, whisky aficionados looking for the finest drams can luxuriate in a bespoke amber haven in Scotland.
This Month's Feed
Only the best dining and drinking spots in Singapore.
Riding High With The Boss
Hit records, diamond-encrusted Rolexes and a car collection so vast he's lost count of what's in it-Miamibased rapper and entrepreneur Rick Ross is living his dream. But it's his latest acquisition, a tricked-out Gulfstream G550, that makes the biggest statement.
For Dubai, The Time Is Now
The bustling Middle Eastern city is emerging as an important hub for serious watch collectors around the globe.
Timing Is Everything
It doesn't matter where you are on your horological appreciation journey. There is a watch made just for you at Watches and Wonders 2024.