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Cvstos

Since its launch in 2005, Cvstos has been following its own contemporary, aesthetic path, producing imposing, technical timepieces.

About

Cvstos is an emerging watchmaking brand co-founded in 2005 in Geneva by Sassoun Sirmakes and Antonio Terranova.

Sassoun Sirmakes is the son of Vartan Sirmakes, co-owner of the Franck Muller Watchland Group. When he was 17 and still a student, Sassoun followed in his father's footsteps as a watchmaker, mastering the craft and developing the family's jewel-setting workshop.

He learned all about techniques and watchmaking design in the family business, where he also gained experience in business relations.

He was aged just 20 when, in 2004, he met a talented designer, Antonio Terranova.

Terranova was born in 1967 in La Chaux-de-Fonds. He had a background in engineering and has never left watchmaking. He had previously worked with Cartier, Piaget, TAG Heuer, Breitling and Zenith.

The newly-formed partnership created the CVSTOS brand; in 2005, it presented its first collection, including a dual time band model, a chronograph and a tourbillon.

In 2009, the pair moved into new premises in Geneva city centre, with a lounge showroom, the workshop and the management all under one roof. The business expanded, as did their collections and unique timepieces in a radical, contemporary style.

2005
Cvstos founded in Geneva.
2007
Presentation of the ‘Pagani Engineered by Cvstos.
2009
Manufacture moves to Geneva city centre.
2011
Lounge-showroom store opens next to the workshops.
2012
Creation of the ‘Challenger Pilot.
Philosophy

Since its launch in 2005, Cvstos has been following its own contemporary, aesthetic path, producing imposing, technical timepieces. The brand mainly uses the tonneau format for a whole range of complications, all of which are clearly visible.

Taking just as much care with design as with its movements, Cvstos is positioned at the forefront of non-conformist, independent watchmaking.

Collections

Challenge

With seven references ranging from the chronograph to the dual-time band, the tonneau-shaped Challenge line offers an in-depth view of its movement, along with hour markers inscribed directly on the watch's sapphire crystal. It also includes two QPs with round cases, and a watch featuring a tourbillon.

Evosquare

In an imposing 59x49 mm gold or steel case, this two-model collection features a chronograph with a futuristic style. Also available with tourbillon.

Jet-liner

Featuring a tonneau case, this contemporary steel and titanium collection includes a skeleton movement, hours, minutes and seconds.

RE-BELLE

This ladies' tonneau collection offers openwork dials and white or black diamond-studded cases.

Watches

Young and dynamic 

Cvstos is a relatively young luxury watch brand, since it was founded in 2005 in Geneva by Antonio Terranova, a designer born in La Chaux-de-Fonds, and Sassoun Sirmakes, son of the co-owner of the Franck Muller group. Today, Cvstos is the only watch manufacturer to have its headquarters in the historic centre of watchmaking in Geneva, in the St. Gervais district near the central station, where it has its offices, assembly workshops and a showroom where clients can view the watch collection.

The two men have given the company has a resonance beyond its native Switzerland through partnerships with sportsmen such as motorbike racers Dani Pedrosa and Loris Baz, footballer André Silva, football coach Marco Silva and tattoo artist Christian N'Guyen, famous for his black and white designs. Cvstos always likes to challenge conventions in watch design and was one of the pioneers in the use of PVD coatings to add new colours such as "black steel" to watch cases and consider the importance of the material for a watch, whether for the case or strap. It has also developed special watch models in steel, titanium, carbon and gold for the men who serve as its ambassadors. 

Designers working in tandem

The Cvstos Challenge Chrono II watch by Eric Kuster is a successful example of a partnership between two luxury designers: Antonio Terranova on the one hand and renowned Dutch designer Eric Kuster on the other. This watch is themed around Kuster’s favourite colour  and has a distinctive camouflage strap as a nod to one of the signature design patterns found on the furniture he designs. The bold colours do not stop there, since Cvstos has also produced a watch in red for the Honolulu triathlon.

Among the tourbillon models found in the Cvstos collection is the Gustave Eiffel Tourbillon, a watch with a rose gold case which was designed in collaboration with Philippe Couperie Eiffel, the great-great grandson of the legendary architect that one of France’s most iconic landmark is named after.

With its relatively large tonneau cases, Cvstos is primarily a brand for men, but its collection also includes recognisable models for women, such as the Re-Belle models in gold, whose craftwork and decoration is the perfect complement to the more masculine chronograph models.

Cross-border vertical integration

Although Cvstos is heavily focused on design, the company also produces most of its own movement components at a site across the border in France. All the assembly and finishing work on the automatic movements is done at the company's Swiss workshops. This allows the company to guarantee the quality of its watches while at the same time ensuring that they are offered at an accessible price. 

The Challenge collection is the cornerstone of the Cvstos watch collection and comes in different versions, including chronograph and dual time models. Its architecture gives an unhindered  view of the movement. The Jet Liner collection, along with the Re-Belle models for ladies, also have tonneau cases that are a distinguishing feature of the brand, together with the rubber strap, while the Evosquare, as its name suggests, has a square case measuring an impressive 59x49mm.