Fifth anniversary with a boutique in Geneva

GMT XXL - Summer 2009

The fascinating story of Cvstos stems from the will of two talented and complementary partners driven by a common quest to create an outstanding timepiece inspired by a firmly future-oriented vision. This audacious venture, named Cvstos after the Latin term for guardian, was successfully achieved through a subtle alchemist's blend of Swiss tradition watchmaking know-how, sound mastery of future-oriented technologies and an original philosophy founded on the faithful cultivation of four crucial values: Performance, Efficiency, Elegance and Preciousness.

Now in its fifth year of existence (the brand was created in 2005 by Sassoun Sirmakes and designer Antonio Terranova), Cvstos has proven its worth and can look to the future with confidence. Its leaders have therefore chosen to take a significant new step by investing simultaneously in the brand's industrial development and in a sales showcase worthy of its steadily growing reputation. Established in the Genevan suburb of Meyrin ever since the brand was created in 2005, the brand's administrative offices and workshops have been transferred this summer to the very heart of Geneva's Saint-Gervais district. Now assembled in the Château de Prévessin (see next page), the cases will continue to be assembled in Meyrin.

A return to the very roots of fine watchmaking, visibility, expansion: three excellent reasons for Cvstos founder Sassoun Sirmakes to undertake a geographical relocation of the brand he heads. This prestigious and lively district of Geneva is thus now welcoming a noteworthy new player on the Swiss watchmaking stage. The choice of the site is certainly no coincidence. While the Cvstos style is based on a particularly modern approach to design and innovation-oriented technology, the brand is also dedicated to preserving the grand traditions of horology as it was practiced by the “cabinotiers” (the craftsmen historically involved in Genevan watchmaking) who used to ply their trade in this part of town. The ground floor of the entirely renovated boutique houses a reception desk, a lounge and a sales area distinguished by a pure architectural style reminiscent of traditional watchmaking, while the first floor is occupied by the workshops and administrative offices.

You have to be pretty bold to commit to such a broad-scale project today. And therein undoubtedly lies the strength of Sassoun Sirmakes, the youthful CEO of Cvstos, who has just completed renovation of the magnificent Château de Prévessin (following page). This new production facility, along with the 750 square-metre three-storey building located between Geneva train station and the River Rhone open up unprecedented development prospects for Cvstos, since space has thus far proven the major obstacle to its growth. Sassoun Sirmakes is thus announcing an increase in the brand's capacity to produce proprietary movements, in cooperation with the Franck Muller group. “We had already reached our cruising speed within three years and we have just made substantial investments in order to reinforce the launch of the brand and become independent of our current suppliers”. A major leap forward reflecting the success of a brand that likes to stay one step ahead of its time.

Sassoun Sirmakes has opted to install his new production site in the Château de Prévssin. Built on 19 hectares of grounds located just five minutes from the Swiss border, this spacious manor house and its various outbuildings were built in the 19th century. Several million euros have been invested in restoring this unique setting and transforming it into an efficient and yet attractive production facility housing in particular an industrial production workshop devoted to producing case and dials which are then assembled in Meyrin. More than just an idyllic location, it embodies the combined values of tradition and innovation characteristic of Cvstos watches: built from beautiful materials, historical stones and carefully preserved wooden beams, it serves as a spectacular showcase for state-of-the-art numerically controlled machinery. A vivid illustration of the strength of enduring traditions and consistent natural growth reflecting that of the 400 year-old trees gracing the grounds.

So far the brand's range-entry product already featured a dual time-zone display, but the development of its new self-winding movement has led to the launch of an hour-minute-seconds model that is also set to boost sales. The escapement and the winding mechanism this movement stem from the same basis as the chronograph movement developed by Cvstos with its two independent mainplates. This column-wheel chronograph is distinguished by a bidirectional winding device with no reverser thanks to the crank-connecting rod system that had been all but forgotten since the 1970s and is now reinterpreted by the engineers at Cvstos and within the group. The latter have also used a silicon oscillating weight segment and curved titanium arms to ensure enhanced shock absorption.