This is passion
Alexandre started creating atypical timepieces with a friend in his dad’s garage when he was just 17.
Over time, Alexandre elaborated on his ideas, developing them through sketches and trials, inventing and reinventing, learning and refining, to turn his passion 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. Reinterpreting the traditional idea of a jewellery watch, Beauregard brings watchmaking and jewellery together in an entirely new way. Distinctive, contemporary and unquestionably precious, Beauregard’s watches are immediately recognizable.
At its foundation, Beauregard has a deeply human dimension. The joy of a shared passion.