Julien Duguay

Julien Duguay is a Canadian businessman and jeweler known for founding the Medusa Jewelry chain in Canada. In 2026, several controversies involving Duguay received coverage in Quebec media and generated widespread reactions on social media.

Education Julien was born in Chicoutimi, Saguenay in 1992. He did primary from École Notre-Dame-Des Jolis-Prés and high schooling from École secondaire privée le Séminaire de Chicoutimi. He also graduated from the Gemological Institute of America at California.

Career Julien began his career with a small jewellery shop in Tessier Street. Initially he started selling through online. Later in 2017, he established his brand Bijoux Medusa where he presently serves as president.

In 2023, he acquired Mario Tremblay's three Stanley Cup rings and the Molson Cup trophy, which are now on display at Bijouterie de Québec for hockey fans.

In 2024, he has been featured on Histoire de Succès on TVA.

Controversies

Homeless à Rolex

In 2026, Duguay created and hosted Homeless à Rolex, a web series in which six men experiencing homelessness competed for a luxury watch and a cash prize while receiving assistance intended to improve their housing, employment and personal circumstances.

As part of the series, participants, several of whom were reported to have substance-use problems, were given $1,000 in cash. At the end of each week, participants were required to account for their spending and discuss their progress at an elimination dinner, after which Duguay and intervention worker Yves Labonté decided which participant would leave the competition.

The series was criticized by professionals and organizations working with people experiencing homelessness. Éric Edström, spokesperson for the Réseau solidarité itinérance du Québec, said that the program failed to respect the dignity of participants and accused the production of exploiting their precarious circumstances to generate publicity. According to Gagnon, two participants contacted workers associated with the CAPJ and reported feeling wronged, threatened, followed and filmed against their wishes. Gagnon said the organization intended to assist the individuals in asserting their rights. Controversial remarks at StreamerFest

In August 2026, Duguay organized StreamerFest, an event in Miami involving approximately a dozen Quebec social-media personalities who produced livestreamed content from a villa and a yacht.

During a livestream from the yacht, Duguay made sexually explicit comments about female members of the yacht's staff while complaining about the quality of the service. Referring to the $180,000 paid for the event, he stated that, at that price, the women should have sex with the clients. Quebec media characterized the remarks as misogynistic and sexist.

During another livestreamed interaction, Duguay attempted to kiss content creator Lauriane Siegwald. After she declined, Le Journal de Québec reported that Duguay reacted aggressively toward her.

Rolex alleges that Duguay and his company marketed watches bearing Rolex trademarks that contained "counterfeit dials or other non-genuine components" (« cadrans contrefaits ou d’autres composants non authentiques »). Rolex further claims that some of the watches at issue were marketed as "100% authentic" or "certified pre-owned" Rolex watches despite allegedly failing to meet the manufacturer's quality standards.

The lawsuit concerns, among other products, Rolex watches customized through the addition of diamonds or other precious stones. Rolex alleges that some of these modified watches constitute counterfeit reproductions and that the practices attributed to Duguay and Bijoux Medusa could mislead consumers regarding the origin and actual quality of the products and damage the prestige associated with the Rolex brand.

Duguay and Bijoux Medusa dispute the allegations. In a statement, the company described the lawsuit as "unfounded" and a "vexatious proceeding" and maintained that all watches it sells are authentic. The company argues that adding diamonds or other elements to authentic watches constitutes legitimate customization.

Rolex is seeking, among other remedies, an order prohibiting the disputed use of its trademarks, the destruction of material found to unlawfully bear its marks, and damages. The allegations have not been adjudicated by the court.