{"id":13121,"date":"2024-08-11T16:35:00","date_gmt":"2024-08-11T16:35:00","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/birks-to-open-timevallee-luxury-multi-brand-watch-concept-stores-in-canada\/"},"modified":"2024-08-11T16:35:00","modified_gmt":"2024-08-11T16:35:00","slug":"birks-to-open-timevallee-luxury-multi-brand-watch-concept-stores-in-canada","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/birks-to-open-timevallee-luxury-multi-brand-watch-concept-stores-in-canada\/","title":{"rendered":"Birks to Open TimeVall\u00e9e Luxury Multi-Brand Watch Concept Stores in Canada"},"content":{"rendered":"

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Montreal-based jeweller Maison Birks is opening two locations in Canada for Richemont-founded luxury multi-brand watch retailer TimeVall\u00e9e. The first TimeVall\u00e9e store will open next month in Montreal, and a second will open in 2025 in Vancouver.\u00a0<\/p>\n

Swiss luxury conglomerate Richemont founded the TimeVall\u00e9e concept in 2014, creating an elevated retail environment housing various leading watch brands. The Montreal location for TimeVall\u00e9e is scheduled to open on September 5 at Royalmount, spanning about 2,800 square feet.\u00a0<\/p>\n

Royalmount\u2019s TimeVall\u00e9e will feature seven luxury watch brands, including Baume & Mercier, Cartier, Chopard, Grand Seiko, Jaeger-LeCoultre, Panerai and Piaget. The store\u2019s bright interior will feature a curving gold watchband-inspired marquee, also found in other TimeVall\u00e9e locations worldwide.\u00a0<\/p>\n

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TimeVall\u00e9e Interior Rendering, Royalmount in Montreal. Image provided by Maison Birks<\/figcaption><\/figure>\n
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TimeVall\u00e9e Facade Rendering, Royalmount in Montreal. Image provided by Maison Birks<\/figcaption><\/figure>\n

Royalmount will be TimeVall\u00e9e\u2019s 50th location globally, with more than 30 stores in China as well as locations in the Middle East, Japan, South Korea, India, Spain and Switzerland. The first US store recently opened at American Dream in New Jersey. Most locations are standalone with the exception of some concessions in department stores, including in two El Corte Ingles locations in Spain. TimeVall\u00e9e locations are run by local partners in these markets.\u00a0<\/p>\n

Birks secured the rights to operate TimeVall\u00e9e\u2019s Canadian stores, a move that will see Birks expand its brand offerings in the highly competitive watch category. Luxury brands at TimeVall\u00e9e have their own dedicated areas, offering an assortment of watches that in some cases might not be found elsewhere.\u00a0<\/p>\n

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Royalmount (Image: CarbonLeo)<\/figcaption><\/figure>\n
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Royalmount rendering \u2013 Chun Hua Catherine Dong \u201cWishing Bear\u201d (CNW Group\/Royalmount)<\/figcaption><\/figure>\n

Time Val\u00e9e\u2019s second Canadian location will open in 2025 at the overhauled Oakridge Park in Vancouver, which will be home to some of the world\u2019s top luxury brands. More details will be revealed about the Vancouver TimeVall\u00e9e store, which will also carry a range of the world\u2019s top watch brands.\u00a0<\/p>\n

\u201cWe are proud and thrilled to partner with TimeVall\u00e9e to bring our knowledge of the Canadian luxury landscape to this innovative luxury watches retail concept.\u201d said Jean-Christophe B\u00e9dos, President and CEO of Birks Group Inc. in a statement.\u201cAs the demand for high-end watches continues to grow in Canada, Maison Birks is uniquely poised to service the needs of watch enthusiasts.\u201d<\/p>\n

The Chateau D\u2019Ivoire jewellery store in downtown Montreal could be most impacted by TimeVall\u00e9e\u2019s move into the Montreal market \u2014 currently six of the seven brands carried at TimeVall\u00e9e at Royalmount are also listed on the website as being carried at Chateau D\u2019Ivoire, which recently overhauled its expansive storefront on Rue de la Montagne. Royalmount will also become home to other luxury watch brands, which will create a clustering that could become a destination for watch collectors.\u00a0<\/p>\n

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Rendering of the new Birks store, set to open September 5, 2024, next to TimeVall\u00e9e. Image provided by Birks<\/figcaption><\/figure>\n

Birks is looking to expand its market share across jewellery categories. The retailer is also innovating by launching a new store design, which will include an intimate storefront for Birks-branded jewellery at Royalmount next to TimeVall\u00e9e. The new store was designed by French luxury retail architecture firm\u00a0Landmark Architecture.\u00a0<\/em><\/p>\n

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Rendering of the new Birks store, set to open September 5, 2024. Image provided by Birks<\/figcaption><\/figure>\n

Birks CEO Jean-Christophe Bedos said in an interview that the retailer is looking to add more brands in the future, in an effort to boost the retailer\u2019s bottom line while bringing the best names in jewellery and watches to Canada. The Chaumet brand from Paris has shown strong sales numbers in Canada at Birks, prompting Birks to make plans to open two standalone storefronts for Chaumet in Canada. One is confirmed to be opening in 2025 at Oakridge Park in Vancouver, and the other will open at the Yorkdale Shopping Centre in Toronto.\u00a0<\/p>\n

Birks currently operates 24 stores in Canada under the Birks brand, and the retailer also operates banners including the multi-brand Brinkhaus retail concept in Calgary, as well as standalone storefronts in Vancouver for Graff and Patek Philippe on West Georgia Street.\u00a0<\/p>\n

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Rendering of the new Birks store, set to open September 5, 2024. Image provided by Birks<\/figcaption><\/figure>\n

Last year, Birks completed a substantial renovation to its 2,288 square foot store at CF Carrefour Laval near Montreal, including adding a 257 square foot Breitling boutique in an adjacent space. The 4,186 square foot Birks store at CF Chinook Centre in Calgary was also renovated and expanded, with a Rolex shop-in-store added as well. The downtown Vancouver flagship saw a partial renovation with ongoing updates that will soon include a concession for ultra luxury watch brand Roger Dubuis, which also recently opened a store on Bloor Street in Toronto.\u00a0<\/p>\n

Last year Birks closed stores in downtown Winnipeg and Guildford Centre in Surrey, and the year before locations closed in downtown Victoria, downtown Saskatoon, and in Oshawa ON. Bedos said that Birks is evaluating its retail portfolio as it looks to the future of jewellery retail in Canada.\u00a0<\/p>\n

The move to bring TimeVall\u00e9e to Canada is a positive one, introducing a proven luxury watch concept to the country that also has the backing of Richemont. Bedos said that Birks will continue to innovate and look at new ways of attracting consumers to the retailer, which has operated in Canada since its founding in Montreal in 1879.\u00a0<\/p>\n

Related Articles: <\/strong><\/p>\n

Anatomy of a Leader: Jean-Christophe B\u00e9dos, President and CEO of Maison Birks (May 2024) <\/p>\n

Birks Investing in Stores Including Relocating CF Chinook Centre Location in Calgary [Interview] (March 2023) <\/p>\n<\/div>\n

\"Retail<\/a><\/p>
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Montreal-based jeweller Maison Birks is opening two locations in Canada for Richemont-founded luxury multi-brand watch retailer TimeVall\u00e9e. The first TimeVall\u00e9e store will open next month […]<\/p>\n","protected":false},"author":1,"featured_media":13122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-13121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/13121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=13121"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/13121\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/13122"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=13121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=13121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=13121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}