Our Story
It all began with a passion.
The rest has been written over time.
A story of passion, meaningful connections and new beginnings.
An idea, a spark of inspiration, an adventure.
Rustic-Tac was born in 2017 out of Jocelyn's passion for design and his discovery of wooden watches.
A graphic designer by trade, he was quickly captivated by the unique character of this natural material and its creative possibilities. He envisioned his first designs and gradually developed a distinctive watch collection that reflected his personality.
The business grew. Rustic-Tac operated two stores in shopping malls and employed several people. The entrepreneurial adventure was in full swing until the pandemic changed everything.
Like many small businesses, we faced difficult decisions during that period. Closing the stores, rethinking our business model and taking a step back became necessary to protect what had been built and allow Rustic-Tac to keep moving forward.
What could have marked the end of the adventure ultimately became the beginning of a new chapter.
Two personalities, one shared passion.
Our paths crossed during this time of profound change.
Nancy fell in love with Jocelyn, but also with his business, his creativity and the passion that drives him. Together, we chose to turn challenges into opportunities to do things differently.
We began the transition to online sales and found a home in Sainte-Adèle where we could also set up our workshop.
Our strengths complement each other naturally every day. Jocelyn imagines, designs and creates. Nancy organizes, develops and helps the brand shine. Together, we bring people together around our ideas, projects and shared passion.
This complementarity has become one of Rustic-Tac's greatest strengths.
So much more than watches.
Over the years, we have come to realize that what makes a watch truly precious goes far beyond its design.
It's the story that it becomes part of.
A graduation. A wedding. A well-deserved retirement. A birthday. A heartfelt thank-you we want to make unforgettable.
We have the privilege of discovering the stories behind the engravings our customers entrust to us. A few words to celebrate an occasion, share a message or keep the memory of someone important close.
These connections and shared moments are what give our work its deepest meaning.
Wood has its own story. Let it tell yours.
Values that reflect who we are.
Our experiences have taught us that a business is defined not only by what it sells, but also by the way it chooses to do things.
People first. We enjoy taking the time to listen, offer advice and build genuine relationships with the people who place their trust in us.
Authenticity. We believe in genuine things, materials with character and the importance of staying true to who we are.
Creativity and perseverance. We love imagining new possibilities, exploring new paths and finding solutions, even when the way forward is less obvious. Our journey has taught us that sometimes you have to dare to do things differently to keep moving.
The joy of giving back. We also believe in sharing our experience and encouraging those who dare to start a business. Whether mentoring young entrepreneurs through the Grande Journée des Petits Entrepreneurs or sharing our journey in schools during OSEntreprendre's entrepreneurship weeks, we enjoy helping the next generation grow in our own way.
For us, these values guide our projects and make the entrepreneurial journey so rewarding.
When paths come together.
Sometimes life has wonderful surprises in store, even in the business world.
Long before Rustic-Tac was founded, WILD was already part of the world of wooden watches. Its creations had even helped inspire Jocelyn as he explored the possibilities of this material.
The ROGUE collection also made its debut in 2018, with bold designs and a personality all its own.
For years, WILD and Rustic-Tac followed separate paths. Although competitors, our companies shared similar values: creativity, personalization and the importance of providing attentive customer service.
Then, in 2026, an unexpected opportunity arose. We had the chance to acquire WILD and ROGUE and bring these three worlds together under one company.
An opportunity that excited us both for the richness of the collections and for the way their individual identities complement each other.
Three worlds. Three personalities. One shared passion.
RUSTIC-TAC — Time, differently. The authenticity of wood, elegance and emotion.
WILD — Free by nature. Nature, adventure and freedom.
ROGUE — Rebel by instinct. Boldness, character and confident style.
Today, we are proud to help these three worlds evolve while preserving what makes each of them unique.
Our everyday commitment.
Although our business has evolved considerably since its beginnings, welcoming and supporting our customers remains at the heart of our priorities.
At our Sainte-Adèle workshop, we love welcoming you by appointment, showing you our collections and taking the time to discuss your projects.
We pay particular attention to the quality of the products we offer, the personalization options available and the service that accompanies every purchase.
Whether you're choosing a watch for yourself, giving a meaningful gift or recognizing someone's contribution at work, we want every experience to be as enjoyable and memorable as the moment it celebrates.
And the story continues…
When we look back on the journey since 2017, we realize that some of the most beautiful chapters have been those we never saw coming.
There have been successes, challenges, moments of uncertainty and decisions that required a healthy dose of courage. But above all, there have been extraordinary encounters and an unwavering desire to keep moving forward.
Today, with Rustic-Tac, WILD and ROGUE, we are writing a new chapter of our story.
We don't know exactly what the coming years will bring, but we know what we want to preserve: the joy of creating, our closeness with people and the belief that life's most beautiful things gain meaning when we give them time.
Thank you for being part of our journey.
Jocelyn & Nancy
Take your time.