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The Line Style in Context

The Line is a modern and personal approach to retail. We bring together carefully chosen fashion, home, and beauty items and place them in context through inspiring editorial features and intimate offline shopping experiences. The thematic, seasonal, and handpicked assortments we call Selections offer another way to explore our evolving edit of things you’ll wear, use, and treasure for years to come.

Stabio, Switzerland

At once preserving Swiss craftsmanship and combining it with state-of-the-art technology, Rubis is a leading manufacturer for the medical, watch, and electronics industries. The company’s name stems from the tiny rubies that were inserted with tweezers into watch mechanisms at Rolex and other Swiss watchmakers.

Rubis tweezers and other precision tools are made by hand from high-grade steel. “It invites one to experiment, to discover the many things that can be done with it,” says CEO Fides Baldesberger. “Every time, it’s a fight to determine who is stronger: the idea or the material. For me, steel is feminine.”