A Canadian Watch Creator Competing against CHANEL, DIOR, and HERMES
BEAUREGARD is the first Canadian brand to be selected at the Grand Prix d’Horlogerie de Genève (GPHG) for its watch Lili, alongside the prestigious luxury houses Chanel, Dior and Hermès.
Often called the “Oscars” of watchmaking, the GPHG is the most prestigious international event in the profession, with the mission to reward and celebrate the most remarkable contemporary creations each year and to promote the art of watchmaking throughout the world.
Let us mention that it is the second time BEAUREGARD is at the GPHG as their first collection Dahlia was selected in 2018 alongside the world luxury powerhouses.
Led by Alexandre Beauregard, the only Canadian member of the GPHG Academy, from his Montreal workshop, the young brand shakes the traditions by combining watchmaking and jewellery in an unprecedented way and by offering unique and precious watches by the high-jewellery work of its handmade dials. Enchanting, highly original and immediately recognisable, BEAUREGARD’s watches offer a finely nuanced blend of New World flair and European refinement.
It all started in 1992 in Montreal.
Alexandre, 17 at the time, started creating atypical timepieces with a friend in his dad’s garage. Over time, he elaborated on his ideas, developing them through sketches and trials, inventing and reinventing, learning and refining, to turn his ideas into reality.
Guided by instinct, this intensely personal quest led him to work with world-renowned craftsmen whose talent and knowledge have helped refine his creative vision. 20 years later, he founded BEAUREGARD SA in Geneva.
In 2012, a common friend introduced Alexandre and world-renowned lapidary artist Yves Saint-Pierre. They quickly become friends and Yves, impressed by Alexandre’s commitment and passion, started to pass on his vast knowledge of the Lapidary art.
This enduring friendship is the foundation for Beauregard’s complex gem works, lighting Alexandre’s creativity ablaze and opening a world of possibilities that can be seen in every piece he has created to this day.
The year they met, Yves took Alexandre to the Tucson Gem Show in Arizona – the biggest event of its kind in the world.
Not only was it an eye-opening experience for Alexandre, it was the beginning of an unwavering passion for beautiful stones that became the impetus for the creation of BEAUREGARD’s collections.
Attending every year since then, Alexandre developed an ever-expanding circle of suppliers and friends that have given him unprecedented access to an exceptional range of materials that very often are sourced directly from the mine.
At its foundation, Beauregard has a deeply human dimension, the joy of a shared passion.
Montreal is a big part of the BEAUREGARD DNA and greatly influences the way they live and work, adding a few emotional layers to every watch they make.