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Montreal and Vancouver, Canada--Maison Birks, the Montreal-based jeweler, is introducing the luxury watch retailer TimeVallée to Canada. A store will open in Montreal next month, and another is planned for Vancouver in 2025. TimeVallée, founded by Swiss luxury group Richemont in 2014, offers a retail experience with a selection of leading watch brands.

According to Retail Insider, the Montreal store will be about 2,800 square feet and will open on September 5 at Royalmount. It will feature seven watch brands: Baume & Mercier, Cartier, Chopard, Grand Seiko, Jaeger-LeCoultre, Panerai, and Piaget. The store design includes a gold watchband-inspired marquee, consistent with TimeVallée's global style.

TimeVallée operates 50 locations worldwide, primarily in China, with additional stores in the Middle East, Japan, South Korea, India, Spain, and Switzerland. Maison Birks will manage the Canadian stores, expanding their presence in the luxury watch market.

In the report, Jean-Christophe Bédos, CEO of Birks Group Inc., highlighted the growing demand for luxury watches in Canada. The new stores will offer exclusive collections, enhancing Birks' ability to serve Canadian watch enthusiasts.

The report added that the entry of TimeVallée into Montreal may affect local competitors, particularly the Chateau d'Ivoire jewelry store, which currently offers many of the same brands. The Royalmount location is expected to become a destination for luxury watch collectors.

Learn more in this report in Retail Insider.