{"id":56319,"date":"2024-12-10T10:54:03","date_gmt":"2024-12-10T15:54:03","guid":{"rendered":"https:\/\/gentologie.com\/?p=56319"},"modified":"2026-03-06T12:15:05","modified_gmt":"2026-03-06T17:15:05","slug":"timevallee-by-maison-birks-montreal","status":"publish","type":"post","link":"https:\/\/gentologie.com\/en\/style\/timevallee-by-maison-birks-montreal\/","title":{"rendered":"TimeVall\u00e9e by Maison Birks: a new watch store experience in Montr\u00e9al"},"content":{"rendered":"\n

You might not be familiar with high-end watch boutique TimeVall\u00e9e, but you might know Richemont, the conglomerate behind it, which owns brands like Cartier and many more, as well as Maison Birks<\/a>, its Canadian partner. At the opening of their 50th store, located in Montr\u00e9al’s Royalmount<\/a>, I had the chance to speak with Emmanuel Perrin, the interim CEO, and Jean-Christophe B\u00e9dos, the CEO of Birks Group. The latter is celebrating its 145th anniversary this year. Join us for a conversation between two friends at the TimeVall\u00e9e by Maison Birks. <\/span><\/p>\n\n\n\n

TimeVall\u00e9e by Maison Birks: a discussion between two long-time friends<\/h2>\n\n\n
\n
\"Jean-Christophe
Jean-Christophe B\u00e9dos, President and CEO of Birks Group and Emmanuel Perrin, interim CEO of TimeVall\u00e9e
Photo: Jean-Fran\u00e7ois Galipeau<\/figcaption><\/figure>\n<\/div>\n\n\n

Normand Boulanger<\/strong>: As you are both in the watchmaking industry, how do you measure and \u201csell\u201d time? The watch market has changed in recent years, thanks to the advent of the smartwatch. I see that Mr. B\u00e9dos wears two watches, including an Apple Watch. Could you elaborate?  <\/span><\/p>\n\n\n

\n
\"Jean-Christophe
Jean-Christophe B\u00e9dos, President and CEO Birks Group
Photo: Birks Group<\/figcaption><\/figure>\n<\/div>\n\n\n

Jean-Christiophe B\u00e9dos<\/strong>: No, I’ve got one watch (a Cartier Tank special edition). Wearing both makes it possible to tell what a watch is.<\/p>\n\n\n

\n
\"Emmanuel
Emmanuel Perrin
Interim CEO of TimeVall\u00e9e
Photo: TimeVall\u00e9e<\/figcaption><\/figure>\n<\/div>\n\n\n

Emmanuel Perrin<\/strong>: Measuring time comes with the notion of luxury, and we need to be able to design and manufacture an object that will last. Technology, by its very nature, is obsolete..<\/p>\n\n\n\n

J-C.B.<\/strong>: It’s a computer, a tracker.<\/p>\n\n\n\n

E.P.<\/strong>: It’s Moore’s Law. Chip power doubles every 18 months, and this one, pointing at Mr. B\u00e9dos’ watch, is obsolete. And in 10 hours, it needs recharging, so you don’t have it with you to measure\/know the time.<\/p>\n\n\n\n

J-C.B.<\/strong>: I like it because it\u2019s still an Herm\u00e8s. It\u2019s my little snob side (laughs), it\u2019s an Apple watch.<\/p>\n\n\n

\n
\"The
The Panerai Submersible Luna Rossa
Photo: Normand Boulanger | Gentologie<\/figcaption><\/figure>\n<\/div>\n\n\n

E.P.<\/strong>\u2009: We [at TimeVall\u00e9e] are in the business of designing and manufacturing objects that can be repaired ad infinitum. Today, a few products, or the brands that make them, can be repaired ad infinitum.  <\/span><\/p>\n\n\n\n

J-C.B.<\/strong>: You know what I like about these contrasts, what\u2019s striking. People say that electronics has miniaturized the machine a lot, but look [showing me his Tank], it\u2019s already small.<\/p>\n\n\n\n

Indeed, it\u2019s miniature, but reading e-mails\/text messages is quite a challenge on such a small watch. <\/span><\/p>\n\n\n\n

It\u2019s all about the very important notion between the functionality of the object and the poetic dimension, the eternal and the perpetual dimension.<\/p>\n\n\n

\n
\"Panerai's
Panerai’s Space at TimeVall\u00e9e by Maison Birks at Montr\u00e9al’s Royalmount
Photo: Olivier Blouin<\/figcaption><\/figure>\n<\/div>\n\n\n

E.P<\/strong>: I\u2019d say functionality too. Take the example of Panerai and Mike Horn<\/a>, who had to cross the North Pole on foot. 40 days. In fact, Panerai was obliged to make him a watch that would become a survival tool. The problem with his odyssey is that he has his sleds with his food, and he has 2,000 calories that he can consume every 24 hours. If he doesn\u2019t have his watch to tell him that he hasn\u2019t reached the 24-hour mark, he either eats too much or not enough, in either case, he dies. And so, electronic watches, forget about that with this cold, it can only be a mechanical watch that has to withstand extreme temperatures, because let\u2019s not forget that it\u2019s night for 40 days. This Panerai watch thus becomes the professional tool and instrument needed for adventure, without which it becomes enormously riskier. With Cartier, which we mentioned earlier, there\u2019s perhaps more of a notion of elegance and style. <\/span><\/p>\n\n\n\n

J-C.B.<\/strong>: and poetry… the sound of a mechanical movement being wound by hand. We\u2019re in an intangible dimension, in a relationship with the object that\u2019s not at all the same. The functionality that\u2019s there to measure the number of steps or heartbeats is very useful, but I don\u2019t check my e-mails on my watch, because it\u2019s too small. The wonderful thing is that you can even look at photos. Having said that, I like to wear both because I don\u2019t have the same relationship with the object. And as Emmanuel said, this one [the Apple Watch] will be obsolete one day, whereas this one [the Tank de Cartier] probably never will. <\/span><\/p>\n\n\n

\n
\"The
The Cartier and Piaget Spaces of TimeVall\u00e9e by Maison Birks at Montr\u00e9al’s Royalmount
Photo: Olivier Blouin<\/figcaption><\/figure>\n<\/div>\n\n\n

N.B. <\/strong>Coming back to TimeVall\u00e9e Montr\u00e9al, isn\u2019t it a bit intriguing to see Maison Birks uniting with another brand? <\/span><\/p>\n\n\n\n

E.P.<\/strong>: In fact, there\u2019s a double endorsement as Maison Birks endorses TimeVall\u00e9e, but it\u2019s also the other way around as TimeVall\u00e9e also endorses Maison Birks through its network present in 14 countries and over 50 boutiques now (the 50th being at Royalmount). <\/span><\/p>\n\n\n\n

In all, in all boutiques, we have 34 brands, not just the Richemont brand. Brands vary by country. The boutiques are always operated by partners (numbering 27 at the time of the interview) and are intended to complement the brands\u2019 distribution system. It\u2019s thanks to these partners that we retain this independence, even though TimeVall\u00e9e is owned by Richemont. The priority is customer satisfaction. <\/span><\/p>\n\n\n

\n
\"The
The Cartier Space
Photo: Normand Boulanger | Gentologie<\/figcaption><\/figure>\n<\/div>\n\n\n

J-C.B.<\/strong>\u2009: It\u2019s a brand, not a product, that\u2019s beginning to build an international reputation for quality, credibility and authenticity in fine watchmaking, and it was crucial for us to be a forerunner in bringing the TimeVall\u00e9e brand to Canada. We\u2019re introducing this brand to our country. We wanted to be the first to do so. And we wanted to be in Royalmount because it\u2019s the first mall dedicated to luxury in Montr\u00e9al. It makes sense to bring this kind of innovation to the Canadian market here in Montr\u00e9al, and there will be other experiments, like the next project in Vancouver. We\u2019re bringing together seven brands. I use the word \u201cbrings together\u201d because it\u2019s not a juxtaposition: there\u2019s a link between these brands, which is precisely what makes Time Vall\u00e9e a brand, a value proposition for very high-end retail. So, there\u2019s this link between the brands, which can be seen when the logos of each of the houses are displayed equally in terms of treatment with real quality in the customer experience. In service, there\u2019s this notion of presentation to the customer with doors wide open.<\/p>\n\n\n\n

N.B.<\/strong>: At many luxury brands, there\u2019s this very phenomenon of queuing at the entrance. <\/span><\/p>\n\n\n\n

E.P.<\/strong>: That was the problem in the early days, when we had 1,000 customers a day. This is always the problem between luxury experience and success. Waiting to enter the store is not a luxury experience. As soon as you walk in, there\u2019s real care for you. A fine watch will probably be one of the most expensive purchases you\u2019ll ever make. <\/span><\/p>\n\n\n

\n
\"Another
Another view of the Cartier Space in the TimeVall\u00e9e by Maison Birks at Montr\u00e9al’s Royalmount.
Photo: Olivier Blouin<\/figcaption><\/figure>\n<\/div>\n\n\n

J-C.B.<\/strong>\u2009: What\u2019s curious is that this is a very important aspect. We talk about growth and market size, because we\u2019re business people. Economics and finance are at the heart of what we do. However, when it comes to objects that tell the time, even your oven at home tells you the time. And yet, the market for timepieces continues to grow. <\/span><\/p>\n\n\n\n

 <\/p>\n\n\n\n

N.B.<\/strong> : It\u2019s a market for passion; it\u2019s a relationship, almost fusional. <\/span><\/p>\n\n\n\n

E.P.<\/strong>\u2009: For all of us, we’re on a countdown, we know it’s going to stop one day.<\/p>\n\n\n\n

J-C.B.<\/strong>\u2009: So much so, you know, I think we can draw a parallel with the automotive market. There will be electric car brands, and there will be a market for high-performance cars. The demand and the need to be behind the wheel of a high-quality mechanical car will continue to grow. The quartz watch in the \u201970s didn\u2019t kill the mechanical watch… <\/span><\/p>\n\n\n\n

N.B.<\/strong>: Almost (read our article to know more<\/a>)<\/p>\n\n\n\n

J-C.B.<\/strong>: The smartwatch hasn\u2019t killed the mechanical watch either, and I think there\u2019s a higher dimension in human beings that goes beyond the functional aspect and the need for functionality. This is essential in our business. It\u2019s this intangible dimension that goes beyond the intrinsic value of the product and its function, and it\u2019s linked to the notion of brand and also to craftsmanship, and I\u2019d go so far as to say art craftsmanship.<\/p>\n\n\n\n

Competition in the Montr\u00e9al market<\/h2>\n\n\n
\n
\"The
The Jaeger-LeCoultre and Baume & Mercier Spaces
Photo: Normand Boulanger | Gentologie<\/figcaption><\/figure>\n<\/div>\n\n\n

N.B.<\/strong>: When you see the resurgence of luxury watch boutiques in Montr\u00e9al, how do you distinguish yourself from the competition and its new brand experiences?<\/p>\n\n\n\n

J-C.B.<\/strong>: It\u2019s a very important question. We don\u2019t choose our customers, we don\u2019t force anyone to buy from us, so it\u2019s the watch lovers who choose us. Some of our customers are customers of our boutique in Philips Square in downtown (Montr\u00e9al), some will stay there, others will come here. And our aim is to open up the sale of fine timepieces to a whole new clientele who don\u2019t come downtown. For us, the TimeVall\u00e9e concept is so strong and so powerful in terms of customer experience, and so new that it opens its doors to a new clientele. For us, it\u2019s not a question of \u201ccannibalizing\u201d our existing customers.<\/p>\n\n\n\n

N.B.<\/strong>: What\u2019s the difference between the customer experience here at TimeVall\u00e9e by Maison Birks and at Maison Birks in downtown Montr\u00e9al, for example?<\/p>\n\n\n\n

J-C.B.<\/strong>: It\u2019s an open concept, very innovative in the watchmaking field.        <\/span><\/p>\n\n\n

\n
\"The
The Panerai, Baume & Mercier, Jaeger-LeCoultre, Cartier and Piaget spaces at the TimeVall\u00e9e by Maison Birks at Montr\u00e9al’s Royalmount
Photo: Olivier Blouin<\/figcaption><\/figure>\n<\/div>\n\n\n

E.P.<\/strong>: It\u2019s also very modern and contemporary in design. The industry sometimes takes a while to catch up with the times. It\u2019s the desire of this TimeVall\u00e9e concept to evolve as it goes along, based on feedback from the customer experience and the experience of partners. And also to have a presence in the community and an aggregation of offers and services which, we hope, will bring in its share of customers. <\/span><\/p>\n\n\n\n

N.B.<\/strong>: There are also a number of watch boutiques at Royalmount (TAG Heuer, IWC, OMEGA, Maison Monaco, and Breitling, Rolex and Tudor coming soon). <\/span><\/p>\n\n\n\n

E.P.<\/strong>: Yes, but when you go in, you can only buy one brand. For customers who enter TimeVall\u00e9e through Maison Birks and say they\u2019re looking for either a gift, a chronograph or a perpetual calendar, they have an offer, and since it\u2019s a partner and not TimeVall\u00e9e that operates, there will be objectivity on the brand. As I mentioned earlier, the priority will be meeting the customer\u2019s expectations. He will find a product that suits his needs without having to visit seven or eight stores.        <\/span><\/p>\n\n\n

\n
\"Baume
Baume & Mercier watches at TimeVall\u00e9e by Maison Birks at Montr\u00e9al’s Royalmount
Photo: Normand Boulanger | Gentologie<\/figcaption><\/figure>\n<\/div>\n\n\n

J-C.B.<\/strong>: This notion of service is very important in multi-brand distribution. When you buy a car, you don\u2019t necessarily have a favourite brand. You just need something that suits your needs: a family of 2\u20133 children, a couple, a single person, or someone who wants to do some sporty driving. It\u2019s the same in our store, where all our sales staff are able to show you all our brands. They\u2019ll ask you questions and identify your needs. And the challenge is to give you satisfaction so that when you come to buy a watch. Take, for example, a person who walks into a boutique and asks to see a watch, the Riviera model by Baume & Mercier, for example, that they\u2019ve seen online. They\u2019ll try it on, but they might not like it when they see it on their wrist. But you also have a number of people who come into your home and ask to buy a watch. And the question is: when do you want to wear it, are you a sportsman, a swimmer, etc.? That\u2019s the beauty of our job, to be able to identify your needs with you, and to accompany you, and, as Emmanuel said, that\u2019s care. <\/span><\/p>\n\n\n\n

N.B<\/strong>.: Finally, what can people expect when they come to this 50th TimeVall\u00e9e store? <\/span><\/p>\n\n\n

\n
\"The
The two friends, Jean-Christophe B\u00e9dos, President and CEO of Birks Group, and Emmanuel Perrin, interim CEO of TimeVall\u00e9e, laughing heartily at the boutique opening
Photo: Jean-Fran\u00e7ois Galipeau<\/figcaption><\/figure>\n<\/div>\n\n\n

E.P<\/strong>.: Already, it\u2019s the assortment of brands, in this region of Montr\u00e9al, it will happen here. It\u2019s not intimidating, we repeat ourselves, but it\u2019s an open concept, in terms of design and welcome. Also, all the services are linked to each of the houses, but also the expertise and tradition of the Maison Birks. In Canada, it\u2019s very important for us to rely on a well-known and recognized brand that people have trusted for 145 years. It\u2019s really an extension and a continuation. <\/span><\/p>\n\n\n\n

Visit the TimeVall\u00e9e by Maison Birks website<\/a><\/span>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

A conversation between two friends at TimeVall\u00e9e by Maison Birks watch store in Montr\u00e9al’s Royalmount.<\/p>\n","protected":false},"author":2,"featured_media":56334,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_cover_media_provider":"image","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_cover_video_id":0,"apple_news_cover_video_url":"","apple_news_cover_embedwebvideo_url":"","apple_news_is_hidden":"","apple_news_is_paid":"","apple_news_is_preview":"","apple_news_is_sponsored":"","apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":["https:\/\/news-api.apple.com\/sections\/f8fa0cd9-384d-4da5-ac33-6dba082ff809"],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[8996,11208,1621,10724],"tags":[10761,10760,5882,10528,10690],"coauthors":[5548],"class_list":["post-56319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessories","category-montreal","category-style","category-watches","tag-emmanuel-perrin","tag-jean-christophe-bedos","tag-maison-birks","tag-royalmount","tag-timevallee"],"apple_news_notices":[],"yoast_head":"\nTimeVall\u00e9e 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