IT'S TIME by Bruce Buffer

IT'S TIME `by` Bruce Buffer

RBM is proud to hold the exclusive global licence for IT’STIME by Bruce Buffer, a dynamic grooming and fragrance brand created in partnership with one of the most iconic voices in world sport.

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As the “Voice of the Octagon” for the UFC since 1997, Bruce Buffer’s legendary catchphrase “IT’S TIME!” has become synonymous with anticipation, energy, and the champion mindset; values that sit at the very core of the brand.

Through this partnership, RBM has full creative control to design, manufacture, and distribute a complete range of high-performance fragrances and grooming essentials. Every product is built to deliver impact, durability, and authenticity, qualities that reflect the intensity of Buffer’s persona and the lifestyle of today’s driven, competitive consumer.

With bold branding, commanding shelf presence, and the powerful reach of Bruce Buffer’s global profile, IT’S TIME by Bruce Buffer is strategically positioned for strong international growth. This licence represents more than a product range, it embodies a lifestyle brand that inspires confidence, performance, and readiness for life’s main events.

The brand has already demonstrated remarkable traction.From a celebrated debut at the UFC X Expo in Las Vegas to endorsements and social media reactions from global icons including Conor McGregor, Logan Paul, and Tyson Fury, IT’S TIME is establishing itself as one of the fastest-growing new male fragrances.

This is the moment you’ve all been waiting for

With Bruce Buffer’s highly engaged global audience of over 3 million followers and a brand voice rooted in motivation and aspiration, IT’S TIME is more than a fragrance range, it is a lifestyle brand. Its bold packaging, commanding shelf presence, and ambitious future pipeline position it for sustained international growth and category expansion.