How to launch a Spotlight deeplink from JXA?

Red Hot Timer uses the Spotlight search bar to create new timers. From AppleScript I can run

open location "timer://30m"

to start the timer. I have tried

app = Application.currentApplication();
app.includeStandardAdditions = true;

function openLocation() {"timer://30m"}
openLocation()

To run a Spotlight command use openLocation.

app = Application.currentApplication();
app.includeStandardAdditions = true;

app.openLocation("timer://30m")

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