From Both Sides

Roger Dubuis' chief marketing officer, Sadry Keiser, leverages on his expertise in product development and storytelling to spread the gospel of hyper horology.

- Alvin Wong

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.