Bijoux Medusa
Bijoux Medusa is a Canadian jewellery retailer founded in Chicoutimi in 2017, with stores and online sales operations in Quebec.
Last updated October 15, 2026
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Overview
Bijoux Medusa is a Canadian jewellery retailer established in Chicoutimi, Quebec, in 2017 by Julien Duguay. The company sells jewellery and watches through physical stores and digital channels, positioning itself as a Quebec-based retailer serving customers seeking gold, diamond and luxury timepiece products. Its reported store network includes locations in Chicoutimi, Quebec City and Montreal, while its online boutique, website and mobile application extend its reach beyond its bricks-and-mortar locations. The retailer's assortment includes rings, chains, pendants, necklaces, bracelets, earrings and watches. Its jewellery selection is particularly associated with gold and diamond products, with most items reportedly made using 10-carat gold. The business model combines standard jewellery retail with services and merchandising focused on precious metals, gemstones and branded watches. The available reference material does not establish a separate manufacturing operation, a large corporate parent or a publicly traded structure; Bijoux Medusa is therefore best described as an independently operated or privately held retail brand, with Julien Duguay identified as its founder and owner in reporting concerning later legal proceedings. Bijoux Medusa gained institutional recognition in 2019, when it received an MEI Award from Quebec's Ministère de l'Économie et de l'Innovation during the first edition of Expo 2019. The distinction is described as notable because the retailer was the only jeweller to receive an award at that inaugural event. This recognition marked an early milestone in the company's development and public profile. In 2023, the company attracted attention outside its ordinary retail activities by acquiring three Stanley Cup championship rings associated with Mario Tremblay and the Molson Cup trophy. The memorabilia were displayed at Laurier Québec for hockey fans. That year, Medusa Jewelry was also named a finalist for the Canadian Jewelry Retailer of the Year Award, indicating recognition within the Canadian jewellery retail sector. The brand's later public profile included both promotional initiatives and legal controversy. In 2026, it launched Homeless à Rolex, a social-media web series following six people experiencing homelessness while they received assistance and took part in a competition. Organizations and individuals working with homeless people criticized the format, arguing that it exposed vulnerable participants and turned their circumstances into promotional content. Julien Duguay defended the project as an effort to help the participants and increase public awareness of homelessness. Also in April 2026, Rolex and its Canadian subsidiary reportedly filed a Federal Court of Canada action against Bijoux Medusa and Julien Duguay. Rolex alleged trademark infringement and the sale or marketing of counterfeit or improperly modified Rolex watches, including watches with allegedly non-genuine dials or other components. The dispute reportedly included customized Rolex watches fitted with diamonds or other precious stones. Bijoux Medusa denied the allegations, calling the proceeding unfounded and maintaining that the watches it sold were authentic. The claims remained allegations and had not been adjudicated in the cited material. Together, the episode illustrates the legal and reputational risks faced by retailers dealing in customized luxury watches while also demonstrating the brand's growing visibility beyond conventional jewellery retail.
History
Bijoux Medusa was founded in Chicoutimi, Quebec, in 2017 by Julien Duguay. From its beginning, the business operated as a jewellery retailer rather than as a documented mass-market manufacturer or public company. Its commercial focus has been the sale of gold and diamond jewellery, together with watches, through a combination of physical retail and digital commerce. The assortment reported for the retailer includes rings, chains, pendants, necklaces, bracelets, earrings and watches. Most of its jewellery is described as being made with 10-carat gold. The company has developed a store presence in Chicoutimi, Quebec City and Montreal, while also selling through an online boutique, its website and a mobile application. This combination gives the brand both a regional Quebec identity and a broader Canadian customer-access model. A significant early milestone came in 2019, when Bijoux Medusa received an MEI Award from Quebec's Ministère de l'Économie et de l'Innovation at the first edition of Expo 2019. The company was identified as the only jeweller to receive an award at that event. The recognition provided institutional visibility relatively soon after the company's establishment. In 2023, Bijoux Medusa expanded its public-facing activities into sports memorabilia. It acquired three Stanley Cup rings associated with Mario Tremblay and the Molson Cup trophy, then placed them on display at Laurier Québec for hockey fans. The same year, Medusa Jewelry was reported to be a finalist for the Canadian Jewelry Retailer of the Year Award. These developments connected the retailer with Canadian hockey culture and with industry recognition beyond its ordinary product sales. The brand later drew attention through the 2026 social-media series Homeless à Rolex. The program followed six people experiencing homelessness as they received assistance and participated in a competition. Critics, including people working with homeless populations, objected to the public exposure of vulnerable individuals and to the competitive, promotional framing. Duguay rejected those criticisms and said the series was intended to assist the participants and increase awareness of homelessness. In April 2026, Rolex and its Canadian subsidiary reportedly brought proceedings in the Federal Court of Canada against Bijoux Medusa and Duguay. Rolex alleged that some watches marketed by the retailer contained counterfeit dials or other non-genuine components and challenged representations that disputed watches were authentic or certified pre-owned. The allegations also concerned Rolex watches modified with diamonds or other precious stones. Rolex sought remedies including restrictions on trademark use, destruction of allegedly infringing materials and damages. Bijoux Medusa denied wrongdoing, characterized the action as unfounded and maintained that its watches were authentic. The cited material does not establish a final judicial outcome, so the allegations should not be treated as adjudicated facts.
- 2026
Homeless à Rolex launched
[1]Bijoux Medusa launched a social-media series involving six people experiencing homelessness, assistance and a competition.
- 2023
Sports memorabilia acquisition
[1]The retailer acquired three Stanley Cup rings associated with Mario Tremblay and the Molson Cup trophy and displayed them at Laurier Québec.
- 2023
Canadian retail award finalist
[1]Medusa Jewelry was reported as a finalist for the Canadian Jewelry Retailer of the Year Award.
- 2019
MEI Award at Expo 2019
[1]Bijoux Medusa received an award from Quebec's Ministère de l'Économie et de l'Innovation at the inaugural Expo 2019.
- 2017
Company founded in Chicoutimi
[1]Julien Duguay founded Bijoux Medusa in Chicoutimi, Quebec.
Products and positioning
A Quebec-based jewellery and watch retailer combining physical stores with online commerce, with an assortment centered on gold, diamonds, jewellery essentials and luxury watches.
Jewellery
Gold jewellery
Gold jewellery is a central part of Bijoux Medusa's retail assortment. Reported categories include rings, chains, pendants, necklaces, bracelets and earrings. Most items are described as using 10-carat gold, giving the collection a focus on accessible precious-metal jewellery rather than only high-purity luxury pieces.
Jewellery
Diamond jewellery
The retailer sells diamond jewellery across several conventional formats, including rings, pendants, necklaces, bracelets and earrings. The available material does not specify particular collections, cuts, grades or proprietary designs, but identifies diamonds as one of the brand's principal product areas.
Watches
Watches
Bijoux Medusa also retails watches, including luxury and pre-owned products according to the later legal dispute described in the reference material. The business has reportedly offered customized watches involving diamonds or other precious stones. Specific brands and product ranges are not fully documented in the available sources.
Controversies
2026
Rolex trademark and counterfeit-goods lawsuit
Rolex and its Canadian subsidiary reportedly sued Bijoux Medusa and Julien Duguay in Canada's Federal Court, alleging trademark infringement and the sale or marketing of counterfeit or improperly modified Rolex watches. Rolex challenged claims concerning authenticity and certified pre-owned status and sought injunctive, destruction and monetary remedies. Bijoux Medusa denied the allegations. The claims had not been adjudicated in the cited material.
2026
Rolex sues Bijoux Medusa over customized watches
Rolex has sued Quebec-based jewellery store Bijoux Medusa and its owner Julien Duguay, alleging the sale and modification of watches bearing Rolex trademarks without authorisation amounts to unfair competition and trademark infringement. Rolex seeks damages of more than $50,000. Bijoux Medusa has rejected the claims, saying all Rolex watches it sells are genuine and that customizing authentic watches is a legitimate commercial practice. The allegations have not been proven in court.
Marketing campaigns
- 2026Homeless à Rolex
Canada · Quebec · Social media
Bijoux Medusa created and distributed a social-media web series following six people experiencing homelessness. The participants received assistance while taking part in a competition. Critics argued that the format exposed vulnerable people and used their circumstances for marketing; the company said the project aimed to help participants and raise awareness of homelessness.
Outcome. The series generated public criticism. No independent outcome for the participants or verified audience results is established in the available material.
Brand decisions
2026
Launch Homeless à RolexOtherBackground
Bijoux Medusa used a social-media format to combine assistance for people experiencing homelessness with a public competition.
Action taken
The company launched and distributed the Homeless à Rolex web series featuring six participants.
Aftermath
The initiative attracted criticism from people working with homeless populations, while Julien Duguay defended its purpose as assistance and public education.
2026
Contest Rolex allegations in court disputeOtherBackground
Rolex alleged that certain watches marketed by Bijoux Medusa used counterfeit dials or other non-genuine components and that customized watches could mislead consumers about origin and quality.
Action taken
Bijoux Medusa disputed the allegations, called the proceeding unfounded and maintained that its watches were authentic and that customization of genuine watches was legitimate.
Aftermath
The cited material does not report a final court judgment or settlement.
2023
Acquire and display hockey memorabiliaOtherBackground
The retailer sought a public-facing activity connected with Canadian hockey culture.
Action taken
Bijoux Medusa acquired three Stanley Cup rings associated with Mario Tremblay and the Molson Cup trophy and displayed them at Laurier Québec.
Aftermath
The memorabilia became a public attraction for hockey fans. No financial result is reported.
Recent events
- Unconfirmed
Rolex sues Bijoux Medusa over customized watches[3]
Reported:
Rolex has sued Quebec-based jewellery store Bijoux Medusa and its owner Julien Duguay, alleging the sale and modification of watches bearing Rolex trademarks without authorisation amounts to unfair competition and trademark infringement. Rolex seeks damages of more than $50,000. Bijoux Medusa has rejected the claims, saying all Rolex watches it sells are genuine and that customizing authentic watches is a legitimate commercial practice. The allegations have not been proven in court.
Sources4 sources
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