“Cvstos invests more in the product than in the marketing, and that might make us a bit discreet. But we are quite well spread over a lot of countries, and we make around 1200-1500 pieces per year,” said the brand’s managing director Stefan Kunz.
The brand, founded in 2005 by Sassoun Sirmakes and Antonio Terranova, has grown organically without external funding, and so has its manufacture sites. The industrial side of production with CNC machines making cases, movement parts, rotors, and dials is located on the Western outskirts of Geneva, and the 1000+m² headquarters and assembly is in the centre of Geneva.
“Around 20% of our movements are made completely in-house. The rest we buy outside and finish. We also work a lot with different colours,” said Mr. Kunz about movements from Sellita, Valjoux and La Joux-Perret. “Our manufacture is completely independent from any groups in the watch industry,” he continued, adding that having your own manufacture gives freedom to experiment, as you don’t have to order parts in the hundreds from suppliers.
Thankfully the founders know how to make the most of the manufacture. Mr. Terranova is head of design and an engineer, and thus understands what designs are physically possible to make, as he understands all steps. And for Mr. Sirmakes, a manufacture is second nature as he grew up on his father Franck Müller’s production sites.
In 2025, for its 20th anniversary, Cvstos has created special collections, which will be presented at events in Japan, Germany, US, and Southeast Asia. An example is the brand’s most complicated series called Challenge Tourbillon 8, which is available in a sapphire case. “We always had a tourbillon, but now we redesigned it and made a new shape movement, which can really be properly viewed as the new case design has more openings than before. We also present the Jetliner in a smaller 36-millimetre size. Another highlight of the year is the super-light Challenge K. Khachanov in an aluminium case,” said Mr. Kunz, adding that the watch is a true collaboration as the tennis player ambassador Karen Khachanov had several suggestions regarding materials and details.
One thing that sets Cvstos apart from most brands is that 100% of its watches are cushion shaped. The design, with roots in the early 20th century and sometimes referred to as “squircle”, is instantly recognisable, and is also what has proven itself in commercial terms for the brand: In the first few years the brand released round, square, and tonneau watches – and it was the latter that worked best. Now, Cvstos aims to keep this as part of its DNA, as it makes it look different and stand out from other brands.
Thus, the celebration will contain many examples showcasing the brand’s noteworthy achievements during the last two decades, including double tourbillons and other high complications.
Said Mr. Kunz: “It is fantastic to be able to do our thing and be able to show our know-how by producing unique designs. It is rare for a small brand like us to have all these facilities, and I am sure this is appreciated by our global collector community. I also think they like that Cvstos is a discreet brand that you do not find on everybody’s wrist.”
