Time Reimagined: Roger Dubuis Debuts Immersive Luxury Experience at Maison Birks

The Geneva-based watchmaker Roger Dubuis has opened its latest boutique in Downtown Vancouver, inside the revered Maison Birks flagship store. This marks a significant milestone as the Maison continues its global journey in expressive luxury, arriving in Canada’s west coast hub just ahead of its 30th anniversary in 2025.

roger dubuis, maison birks, helen siwak, folioyvr, vancouver, bc, yvr, west coast luxury — Granville Street Entrance | Photo: Phillip Chin

A BOLD SPACE OF CONTRASTS

The 46-square-metre boutique is a study in sophisticated contrasts. Traditional and natural materials such as marble, concrete, aluminum, and varnished wood are paired deliberately to create a balanced yet bold atmosphere—an homage to refined brutalism. The space is punctuated by Roger Dubuis’ iconic red accents and crowned by a striking astral motif, rising dramatically through the main wall and extending to the ceiling.

EXCALIBUR AND BEYOND

Clients are invited to discover the full Roger Dubuis experience through a carefully curated collection of timepieces. From the celebrated Excalibur series to motorsport-inspired designs and pieces with multiple complications, the boutique offers a journey into the art of hyper horology. The setting is equally considered, with spaces designed for every style of engagement—whether at the informal presentation counter, the private lounge, or the vibrant red entertainment corner dedicated to the Maison’s luxury beverage collaborations.

A CELEBRATION OF TIME AND ARTISTRY

At the official launch, VIP guests were welcomed into the boutique with flutes of Champagne and hand-crafted cocktails, setting a tone of celebratory elegance. The experience was elevated by timepiece portraits painted live by renowned watercolourist Isabel Dusmann, offering a bespoke memento of the evening. Guests were also treated to close-up displays of exquisite Excalibur pieces—each a marvel of Roger Dubuis’ mastery in high watchmaking.

A PERFECT PARTNERSHIP

“Maison Birks Downtown Vancouver is an esteemed watchmaking institution. We’re so delighted to take our place within this famous store and present our own unique sense of expressive luxury,” shared Laurent Toinet, Brand President for the Americas. The boutique welcomes guests Monday through Saturday, offering an immersive horological experience that reflects the city’s modern sophistication.

Roger Dubuis has found an ideal home in Vancouver—where performance meets passion, and time is always reimagined.

Laurent Toinet, President of Roger Dubuis North America, and Jean-Christophe Bédos , CEO of Maison Birks. | Photo: Phillip Chin

Author Profile

Helen Siwak, Luxury Lifestyle Observer: Helen Siwak is the founder of EcoLuxLuv Communications & Marketing Inc and publisher of Folio.YVR Luxury Lifestyle Magazine and PORTFOLIOY.YVR Business & Entrepreneurs Magazine. She is a prolific content creator, consultant, and marketing and media strategist within the ecoluxury lifestyle niche. Helen is the west coast correspondent to Canada’s top-read industry magazine Retail-Insider, holds a vast freelance portfolio, and consults with many of the world’s luxury heritage brands. Always seeking new opportunities and challenges, you can email her at [email protected].