We see some quite old photos of you where, at the age of 13, you are wearing your first watches. This was as early as your tennis!
Yes, indeed! I probably even had other watches when I was in school, Swatch ones especially, birthday gifts from my parents. But my first serious watch was a Tissot at the age of 13.
How did the transition to professional watch sponsorship happen?
I was 17, through my agent. My first sponsor was Rado. It was a three-year contract with the brand. Then, between 2017 and 2023, I had a five-year contract with Rolex. In 2024, I remained independent of any watch contract.
The year Cvstos arrives...
That's correct. At the end of 2024, my agent reached out to Cvstos. These are quite strategic considerations, as it’s necessary to align with the brand, its positioning, products, and image. A full public relations setup and a genuine desire on their part to promote the partnership are also needed. It’s not just about putting a name and brand together in a catalog reference.
Were all these planets aligned with Cvstos?
And even more! Because I indeed wanted to enter the world of independent watchmaking. I wanted to seek something more innovative, off the beaten path, and a company alongside which I could genuinely get involved. But beyond that, I had the immense pleasure of discovering a family-run business. I met Sassoun Sirmakes, the founder of the brand. We share the same Armenian roots. And at Cvstos, the decision chain is very short. Everyone is involved in the projects. Sassoun and I are in constant contact to design my model and develop it.
Precisely, how did you get involved in developing your own model?
I wanted something unique and personal, established in Switzerland for legitimacy, but also continuity with previous sponsors, all Swiss Made. I also wanted something more sophisticated, and the tonneau shape, typical of Cvstos, immediately appealed to me. Finally, a last criterion, I wanted a sporty product, relatively accessible so that my fans, as well as all lovers of fine sports watchmaking, could afford it.
Weren't you afraid that the brand was too niche?
That's a good question. We will see. But I tend to believe there is a real continuity between my image and that of the brand, and that fine watchmaking speaks to everyone. There is something universal about it.
At what exact stage of the watch design were you personally involved?
All stages. I visited the company, its production unit. I decided on the movement we would choose, the case material, that of the movement, the shape of the bridges, colors, and the strap. Many of my choices were oriented towards maximum lightness, and we reached the absolutely incredible point of only 54 grams, including the strap.
Do you play with your watch on your wrist?
Not for now. But I already use it regularly in training and it's not a problem. I need to see in practice if I get used to it, how it might change the balance on my wrist.
