The DuBois Et Fils Timepieces of Fragrance Du Bois
Fragrance Du Bois welcomes the arrival of its DuBois et fils timepieces in Malaysia which is reputedly crafted by the world’s oldest established luxury Swiss watch factory. The timepieces which are all limited editions and mostly hand-crafted, will be available at Fragrance Du Bois’ boutique here in Starhill Gallery, Kuala Lumpur for the very first time.
Switzerland has always been synonymous with timekeeping and luxury watches and DuBois et fils with its proven claim as the oldest Swiss watch factory, has already made its mark across Europe. The brand was officially introduced to Malaysian watch enthusiasts in August 2016 by Thomas Steinemann, CEO of Phillipe DuBois & Fils, SA, and Jam J Ariffin, Director of DBF Malaysia, its exclusive distributor in Malaysia.
Founded in 1985 in Le Locle, Switzerland, DuBois et fils is one of the few independent brands of Swiss watchmakers with a long and vivid history. When Steinemann bought over the company in 2010, the brand went through a revival, comprising a new collection, along with an innovative branding and marketing strategy.
Each of DuBois et fils’ models is limited to either 11, 33 or 99 pieces with a price range of between RM28,000 and RM70,000 apiece. This is to increase the brand’s appeal and ensure that as an owner of a DuBois et fils timepiece, the individual is one of only few in the world to own a particular model.
Although deeply rooted in a tradition that dates back more than 200 years, DuBoid et fils applies innovation and modernity to its current product designs, marketing and branding. In 2013, Steinemann took the unconventional route of online equity crowdfunding to finance the development of the DuBoid et fils’ collection, making the company the first luxury watch brand to do so. Within five months, the intended target of CHF1.5 million (RM6.3 Million) had been achieved, through the belief and commitment of 587 shareholders from around the world. To date, the company has around 850 shareholders worldwide.
DBF (Malaysia) Sdn Bhd (‘DBF Malaysia’) has been appointed the brand’s exclusive distributor in Malaysia. Fragrance Du Bois became the natural point of distribution as both Fragrance Du Bois and DuBois et fils share the same branding ideals in terms of quality, exclusivity and sophistication. Furthermore, the two companies share the core values of sustainability and the embracing of charitable initiatives at every opportunity.