The “Maison” choice
Beauregard is an independent Maison nestled in the heart of Geneva, born from the imagination of Montréal born Alexandre Beauregard.
Driven by a lifelong passion for rare gemstones and exceptional craftsmanship, Alexandre has brought together some of Switzerland’s finest artisans to create a collection of extraordinary horological creations.
Working between Geneva and Montréal, he has forged a singular vision of watchmaking, one where the precision of Haute Horlogerie embraces the poetry of Haute Joaillerie. This distinctive approach has earned Beauregard three nominations at the Grand Prix d’Horlogerie de Genève (GPHG), the industry’s highest distinction.
The Beauregard universe reveals an aesthetic where technical mastery is transformed into art. Here, excellence is never proclaimed; it is quietly revealed in every detail. In this world, color serves as a language and gemstones as a canvas, while the artisan’s hand remains the quintessential instrument of creation.
Through its highly exclusive creations, Beauregard invites collectors and connoisseurs to enter a world where time is measured not only in hours and minutes, but in light, colour, and precious stones.
The Hand, the Heart, the Vision
Curious. Warm-hearted.. Passionate. A devoted husband and a father.
Descriptions of Alexandre Beauregard abound, as do attempts to capture his essence. But despite himself, the man resists. He doesn’t like boxes: too small. Or contracts: the handshake is his signature. His word is his bond.
The Maison that bears his name has given life to a singular universe where Haute Horlogerie and Haute Joaillerie co-exist in harmony. Rooted in the art of lapidary craftsmanship and elevated by the excellence of Swiss watchmaking, every creation reveals a poetic vision inspired by nature, art, design, and fashion.
Each timepiece begins long before it takes shape in gold and precious stones. It is first imagined in graphite, at the tip of a pencil, where hundreds of sketches patiently give form to an idea. From these delicate lines emerge floral compositions, enchanted landscapes, and extraordinary object.
Every Beauregard creation is unique, just like the person who wears it. Yet perhaps that is not the whole story. A Beauregard is never simply chosen. It chooses its owner, carrying with it the vision, passion, and soul of its creator.
Timepieces and jewels, precious and precise, as generous in color and contour as the vibrant designs that animate their dials. Each watch first speaks to the heart.
The Architecture of a Dream
Alexandre Beauregard was born in... but the date matters little. Age is merely a number on a passport, and Alexandre discovered who he was long before it could define him.
Conventional education never suited his restless imagination. He found his place within an alternative program in Montréal, where curiosity was encouraged and creativity allowed to flourish.
What better canvas for a young dreamer than a watch ? Fascinated by the union of beauty and mechanics, Alexandre devoted himself to sketching hundreds of designs. Each drawing became an exploration of proportion, colour, and emotion, a search for an object capable of measuring more than time alone.
His passion naturally led him to study fashion and graphic design, disciplines that refined his artistic language and sharpened his eye for composition. He flourished there, discovering that creativity knew no boundaries between design, jewellery, and horology. Yet life had its own masterpiece in store. Before the ink on his diploma had fully dried, he met the woman who would become his wife. It was an immediate and enduring love, one that would shape every chapter to come. Together they built a family, welcomed their childrens, and embarked on the adventure of entrepreneurship.
For a time, watchmaking patiently stepped aside. But dreams of this kind never disappear. They simply wait for the right moment to reveal themselves.
The Garden of Time
Business was flourishing, yet the call of watchmaking resonated more deeply than ever. What had begun as a fascination had grown into an obsession. His sketches, already revealing the sensibility of a jeweller, called for a deeper understanding of the materials that would one day bring them to life. To master their language, Alexandre enrolled in Lapidary Art.
It was there that destiny placed Yves Saint-Pierre in his path. A legendary figure in North America and one of the continent’s last great lapidary masters, Saint-Pierre taught at the Montréal School of Jewellery and became Alexandre’s mentor. Under his guidance, gemstones ceased to be precious materials alone; they became a language of light, colour, and emotion.
A succession of defining encounters soon followed. The Tucson Gem Show—the world’s foremost gathering of exceptional gemstones—opened the door to an extraordinary universe of rare minerals. In Geneva, the EPHJ exhibition introduced him to the discreet yet remarkable world of Swiss watchmaking. Movement manufacturers, master watchmakers, precision machinists, case makers ... one by one, the men and women behind the finest timepieces welcomed him into their craft.
A quick study with an insatiable curiosity, Alexandre patiently assembled the network of artisans whose collective expertise would give life to his vision. Swiss savoir-faire became the foundation upon which his creativity could fully flourish.
The rest unfolded naturally. In 2018, Beauregard unveiled its first collection—a floral interpretation of Haute Horlogerie unlike anything seen before. Each timepiece was conceived as a jewelled garden, where exceptional gemstones, precious metals, and meticulous craftsmanship blossomed into miniature works of art.
Just eighteen months later, the Maison received its first nomination at the Grand Prix d’Horlogerie de Genève (GPHG), standing alongside prestigious names such as Hermès and Van Cleef & Arpels. Invitations to the Salon International de la Haute Horlogerie, Baselworld, Dubai Watch Week and Geneva Watch Days soon followed, establishing Beauregard on the international stage.
Today, the Maison has been celebrated in hundreds of publications around the world, each recognizing the singular vision of Alexandre Beauregard—a creator who has forged his own path between Montréal and Geneva, becoming perhaps the most Canadian of Swiss watchmakers.
The Arizona Sky
For Beauregard, everything starts with the stones. Under the Arizona Sky, in the dust, during the largest Gem fair in the world. The whole team moves to Tucson for 10 days of Gem hunting and to reunite with it’s rock hound familly.
The world of coloured gemstones is a close-knit community. Once welcomed into it, you become part of a family bound by generosity, craftsmanship, and a shared passion for the extraordinary. We are fortunate to count many of these remarkable gem hunters, cutters, and dealers among our closest friends.
Beyond selecting the rough stones that will one day bloom into Beauregard creations, these days are filled with conversations, discoveries, shared meals, and lasting memories. They remind us that every gemstone carries not only millions of years of geological history, but also the human stories and friendships that accompany it on its journey.
Long before a Beauregard watch begins to tell time, its story begins in the Arizona desert.