Alexandre Beauregard, the founder of his eponymous brand, is a rare figure in the world of watchmaking.
Born in Canada and now splitting his time between Geneva and his atelier in Montreal, this stone artisan brings an unconventional, self-taught approach to the creation of exquisite timepieces. His floral-inspired watches, blending high jewellery with Swiss craftsmanship, have captivated watch collectors and haute joaillerie lovers alike.
From a young age, Alexandre’s passion for design and craftsmanship steered him towards the world of gemstones, where he honed his skills under the mentorship of renowned lapidary artist Yves Saint-Pierre.
His unique journey – spanning design, fashion and gemology among other domains and disciplines – led him to Switzerland, where he launched the Beauregard brand in 2018. Since then, his creations have been nominated at the Grand Prix d'Horlogerie de Genève multiple times and the brand has exhibited at prestigious shows like Watches & Wonders.
In this edition of “Downtime”, Alexandre discusses his inspirations and interests beyond his work, offering a glimpse into the creative mind behind the gem-infused timepieces that have taken the watch world by storm.
Hi Alexandre. So, tell us: What is your favourite book?
‘Factfulness’ by Hans Rosling is a monumental work of critical thinking. I also like ‘A Short History of Nearly Everything’ by Bill Bryson – it helps you understand the universe… at least, a little.
Your favourite movie?
‘Underground’ directed by Emir Kusturica. Everything about it is perfect: the script, the cinematography, the music, the acting, the madness… A true masterpiece.
Your favourite album?
Anything by Georges Brassens, for his sublime lyrics, irreverent poetry, humour and tenderness. Plus, it reminds me of my childhood, which was permeated by his voice.
Your favourite food?
Cuisine from Savoie and Haute-Savoie in France – for its complex simplicity, its aromatic herbs and its wines.
Your favourite drink?
Château Beauregard, a red wine from Pomerol that never disappoints – the owners of the vineyard are very diligent, and it’s got a pretty good name too!
Your favourite holiday destination?
Tucson during the Gem Show. It’s my week of happiness, where I reconnect with my fellow gemstone enthusiasts under the warm Arizona sun, while it's -30°C in Montreal!
Your favourite TV show?
I don’t have a television.
Your favourite podcast?
‘Les pires moments de l’histoire’ (‘The Worst Moments in History’) with Charles Beauchesne. History revisited with humour, rigorous research and fascinating topics.
Your favourite piece of clothing or sartorial accessory?
My padded gloves – anyone living north of the 49th parallel will understand.
Your favourite activity that you do in your free time?
Reading. I’m an avid reader. What a marvellous invention that invites our imagination to build a proposed universe.
Tell us something about you that might surprise us.
I was a competitive figure skater for 11 years.
What’s one item (not a watch) that you can’t live without? Or that you can’t go anywhere without?
A pencil. To jot down notes and to doodle. It’s an essential release valve.
What is on your ‘bucket list’ (an activity, accomplishment or destination that you hope to do or visit before you exit this world)?
A grand tour of Europe with my beloved. Staying in countryside inns, discovering vineyards and villages. Taking the time to explore at a leisurely pace and savour the moments.
Who is someone who has inspired you in your life and/or career. How did they inspire you?
Rudyard Kipling, through his poem ‘If’, translated into French by André Maurois as ‘Tu seras un homme, mon fils’. That poem has been with me since adolescence.
Name a famous person or historical figure, dead or alive, that you would like to have lunch with. Why?
Nikola Tesla. I would have so many questions for him!
What was the first watch you remember owning? What was special about it?
A stainless-steel Esquire with a white dial. My wife (girlfriend at the time) had the ladies' version, and it was a bit like our engagement watch. It was a significant purchase since we weren’t wealthy. It’s a capsule of memories from that wonderful period when we were a young, broke couple.
And finally, a wrist check: What watch are you currently wearing? And what do you like about it?
I’m wearing one of the two Ulysse prototypes – my first men’s creation, which I made with Vianney, Dzevad, Bertrand and Philippe… my transatlantic buddies, my crazy brothers.
For more information about Alexandre’s company, please visit the Beauregard website.
