Montréal just got a little more luxurious. TimeVallée, a high-end Swiss multi-brand watch retailer, has made its grand entrance into Canada in partnership with Maison Birks, bringing an exclusive blend of heritage and modern elegance.

Set within the gleaming new Royalmount Centre, this flagship store promises a sensory experience and an opportunity to get lost in the world of haute horlogerie, a place for both seasoned collectors and curious newcomers to discover the intricate art of watchmaking.

We had the chance to attend the grand opening of this boutique and we’re thrilled to share some of the highlights. From exclusive previews of stunning timepieces and fascinating stories behind iconic watch houses to the store’s beautiful design, this new location is a must-visit destination for those who appreciate fine things and luxury watches.

Heritage and craftsmanship

Once you step inside the 2,800-square-foot boutique, you are immediately immersed in a space with clean lines, open spaces and beautiful lighting. Each of the seven Maisons on display—Cartier, Jaeger-LeCoultre, Panerai, Piaget, Chopard, Grand Seiko and Baume & Mercier—has its own distinct area, carefully curated to highlight its unique story and artistry. The store setting is like a rather inviting gallery, where each piece is a story waiting to be uncovered. With interactive elements and dedicated areas for each brand, the store encourages visitors to dive deeper into the rich legacy behind every timepiece.

Champagne, watches and knowledgeable staff

The boutique’s grand opening rolled out the Red Carpet, greeting guests with sparkling champagne, gourmet bites and live jazz music. Timepieces from renowned makers took centre stage, offering a look at the craftsmanship behind some of the world’s most iconic timepieces. It was a perfect blend of elements for such an occasion.

Naturally, I gravitated towards Cartier first, where I tried on a rose gold diamond piece from their Ballon Bleu collection. Beyond the beauty of the diamond accents and design, it is also a real pleasure on the wrist. I don’t believe I’ve worn anything as comfortable.

From there, I moved to Chopard, a brand recognized not only for its craftsmanship but also for its commitment to ethical luxury. Chopard’s use of Fairmined gold is a testament to how sustainability and beauty can coexist. The “Happy Diamonds” design, introduced in the 1970s, remains a playful yet elegant concept. I enjoyed the floating diamonds that catch the light with every movement.

Panerai offered something different, blending rugged with refined. Known for their bold designs with military roots, these watches are built for endurance and precision. I tried the Luna model, featuring a 38mm dial with a stunning 24-karat moon against a starry backdrop. Perfect for those who love tracking the moon phases, or for anyone wanting a touch of celestial magic on their wrist.

And that’s just a glimpse as there are more high-end watches from prestigious Maisons to discover at TimeVallée. To fully appreciate the artistry and heritage behind these timepieces, a visit to the boutique is a must. All in all, the event felt more like a tribute to craftsmanship than a simple store launch.

The perfect match: Maison Birks and TimeVallée

Jean-Christophe Bédos, President and CEO of Birks Group Inc., and Emmanuel Perrin, Head of Specialist Watchmakers Distribution at Richemont, spoke about the collaboration between TimeVallée and Maison Birks, describing it as an important moment for Canada’s luxury watch market. Bédos called the partnership a “natural extension” of Birks’ expertise in fine jewelry and timepieces, adding, “As the demand for high-end watches continues to grow in Canada, Maison Birks is uniquely poised to service the needs of watch enthusiasts.”

With 145 years of craftsmanship, Maison Birks remains a leader in Canada’s luxury market. The maison is well-known for its offering of fine jewelry and timepieces with 21 stores across the country. Their e-commerce platform offers the largest online selection of luxury watches and jewelry in Canada, while the Birks Atelier provides premium servicing for timepieces.

Whether you’re a seasoned collector or simply curious about the world of luxury watches, TimeVallée’s new Montréal boutique opens the door to a world of fine craftsmanship and invites you to experience the beauty of high-end watchmaking.

Images by Andra Balaci, and courtesy of Jimmy Hamelin and JF Galipeau.