Swiss luxury watchmaker Roger Dubuis has officially expanded its Canadian footprint with the opening of a new boutique inside Maison Birks in downtown Vancouver. This marks the brand’s second standalone boutique in Canada as it continues its international expansion and celebrates its 30th anniversary year in 2025.
Situated on the ground floor of Maison Birks’ flagship location at 698 West Hastings Street, the new Roger Dubuis boutique brings the brand’s bold and expressive watchmaking into one of Vancouver’s most prominent luxury destinations. The boutique, occupying 500 square feet, provides customers with an immersive environment that blends contemporary design with the house’s unmistakable horological identity.
“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. With Vancouver being such a creative and modern city itself, this feels like a perfect next step in the Roger Dubuis journey,” said Laurent Toinet, Roger Dubuis Brand President for the Americas.
The boutique’s arrival reflects Vancouver’s growing importance as a global luxury destination, further strengthening Maison Birks’ position as a key retail hub for high-end jewellery and timepieces.
Architectural Design Reflecting ‘Refined Brutalism’
The interior design of the new boutique reflects Roger Dubuis’ philosophy of combining tradition with innovation. The space employs contrasting natural and industrial materials that mirror the brand’s avant-garde approach to watchmaking. Concrete elements sit alongside polished marble, while aluminum details contrast with varnished wood, all carefully curated to produce what the brand calls a “harmonious balance” and a sense of “refined brutalism.”
Dominating the boutique’s design is Roger Dubuis’ signature astral motif, which has been incorporated into the main wall and extends up toward the ceiling. Meanwhile, vibrant red accents—a hallmark of the brand—are featured prominently in the boutique’s street-facing windows, counters, and dedicated entertainment corner.
An Intimate and Engaging Customer Experience
Visitors can enter the boutique directly from West Hastings Street or through Maison Birks’ main entrance. Once inside, they are welcomed into Roger Dubuis’ expressive world of haute horlogerie.
Guests can explore a comprehensive selection of Roger Dubuis timepieces, including the house’s famed Excalibur collection, which features a range of highly complicated skeletonized designs, double tourbillons, and motorsport-inspired models born from partnerships with Lamborghini and Pirelli. The boutique also features more casual presentation counters for informal browsing, a comfortable lounge space for private consultations, and an entertainment corner styled in Roger Dubuis’ signature red to host special experiences in partnership with renowned beverage houses.
The boutique aims to deliver an immersive experience, blending luxury retail with the interactive, discovery-oriented approach that Roger Dubuis has become known for among collectors and enthusiasts worldwide.
Roger Dubuis: Three Decades of Avant-Garde Swiss Watchmaking
Founded in Geneva in 1995 by master watchmaker Roger Dubuis and designer Carlos Dias, Roger Dubuis has positioned itself as one of the most daring and innovative names in modern haute horlogerie. The brand has become synonymous with technical mastery, avant-garde design, and limited production, appealing to collectors who seek exclusivity and cutting-edge craftsmanship.
Roger Dubuis’ highly complex calibres—produced almost entirely in-house—are frequently certified with the prestigious Poinçon de Genève (Geneva Hallmark), attesting to their exceptional quality and finishing. Many of the brand’s signature models feature multi-tourbillon movements, extreme skeletonization, and daring designs that push the boundaries of conventional Swiss watchmaking.
Collaborations with Lamborghini and Pirelli have further differentiated Roger Dubuis within the ultra-luxury segment, integrating automotive-inspired materials and design elements into many of its models.
Since 2008, Roger Dubuis has been part of Richemont Group, one of the world’s leading luxury conglomerates. Richemont fully acquired the brand by 2016, helping fuel its global expansion and ability to invest heavily in innovation and in-house manufacturing capabilities.
Canadian Expansion: From Toronto to Vancouver
The new Vancouver location follows the opening of Roger Dubuis’ first Canadian boutique in Toronto last year. That boutique opened at the base of the Park Hyatt Hotel at 180 Bloor Street West, where Roger Dubuis is part of a cluster of Richemont-owned high-end luxury watch brands operated by Toronto-based L’ORO Jewellers.
The decision to expand into Vancouver reflects the city’s increasingly affluent customer base and growing demand for ultra-luxury timepieces. Vancouver’s position as a global real estate, business, and tourism hub has made it one of the most attractive markets in Canada for luxury brands seeking new opportunities.
Pricing: Positioned in the Ultra-Luxury Segment
Roger Dubuis watches sit firmly in the ultra-luxury tier of the watch market, with prices reflecting their technical complexity, limited production, and status as collectible works of art.
Entry-level Roger Dubuis models typically start around C$28,000 to C$50,000 for simpler timepieces. More intricate skeletonized models and limited editions often range from C$50,000 to C$200,000, while highly complicated models featuring double or quadruple tourbillons command prices between C$200,000 and C$430,000. At the very top of the range, some grand complication pieces approach or exceed C$940,000.
The brand’s limited production runs and unique designs contribute to their appeal among collectors worldwide, with many timepieces produced in extremely small quantities.
Maison Birks Downtown Vancouver: A Historic Luxury Destination
The choice of Maison Birks Downtown Vancouver as the site for Roger Dubuis’ second Canadian boutique is also significant. Maison Birks, located at 698 West Hastings Street, occupies the historic Bank of Commerce building. The store is considered a flagship for Birks and remains a cornerstone of the city’s luxury retail landscape.
Maison Birks offers an extensive selection of fine jewellery, Canadian diamonds, engagement rings, and high-end watches from several prestigious global brands. Known for its elegant design, attentive service, and luxury experience, the store is a draw for both local clients and international visitors seeking world-class jewellery and watch offerings in downtown Vancouver.
Beyond sales, Maison Birks Downtown Vancouver also provides professional watch repair services and personalized consultations, catering to discerning customers seeking quality, craftsmanship, and service excellence.
