I managed to create an .exe installer for windows using electron builder, I create 2 package.json as pointed out in the docs :
https://github.com/electron-userland/elec
as stated in the wiki of latest electron builder release you have to use the msi option within build.win:
"build": {
"app-bundle-id": "org.test.mytest",
"app-category-type": "public.app-category.graphics-design",
...
,
"win": {
"title": "My awesome app",
"version": "2.28.999.1",
"msi": true,
"authors": "Author"
}
}