The thing that no one knows about you?
That I could have been a high-level athlete. Unfortunately, I discovered it very late, but I had particular ease with all racket sports. If I had discovered them earlier, I think I would have had no difficulty embracing a career as a professional athlete.
Your ambition for Cvstos for the next 20 years?
Success, of course, but also to stay motivated and creative. We have never experienced a lack of inspiration, but I hope it won't happen in the next 20 years! I also wish us many new opportunities and a little bit of luck. We must admit, in any job, luck always plays a role.
An aspect of Cvstos' trajectory you could have done differently?
Better work on marketing and communication than in our early years. It's something we didn't put enough effort into. When starting out, you need to send clear signals from the beginning. It’s sometimes complicated to change later.
You turned 40 last year, what's the best thing we can wish you for this decade?
To work with less stress. There is of course positive stress and negative stress, but it remains a driving force that is not always easy to manage. Each new watch is a real battle. I would be happy to have fewer battles and a bit more fun! Over the next 10 years, I would also be happy for my children to start taking an interest in our family watchmaking business. My eldest is 11 years old. It's still too early to predict his trajectory, but I'm trying to start interesting him in what we do.
Your favorite movie?
Lawrence of Arabia.
The music that plays on repeat on your playlist?
Mostly music from the 90s and 2000s: Maroon 5, Coldplay, Ace of Base. And, of course, Aznavour! (the Sirmakes family is of Armenian origin, editor's note).
The dish you can't resist?
I like simple things, but perfectly prepared. I find it hard to resist well-made pasta, I'm very demanding! The same goes for sushi. These are relatively common dishes, but they must be prepared to perfection.
Your favorite pastime?
Still racket sports, like squash, but also paddle. I continue to play at least three times a week. The rest of the time, it’s simple things, like going to a restaurant with my wife or playing with my children.
The person who inspires you the most?
My father, who obviously inspired me a lot from the start (Vartan Sirmakes is co-owner of the Franck Muller Watchland Group, editor's note).
The vacation spot you'd drop everything for?
I would choose two: the Maldives, or a beautiful resort in Asia. I must admit a fondness for the Four Seasons...
If you had a 25th hour?
Sleep! I work a lot and don't sleep enough.
The watch you wear?
There are several, and I change them very often. However, I always choose to wear the latest novelty. Right now, it's our brand new Tourbillon Huit.
Another watch that wouldn't be a Cvstos?
A Franck Muller, obviously!
An accessory you couldn't do without that's not a watch?
I am well aware that this is quite a common answer, but naturally my phone. Who could do without it today?
Alongside tennis player Karen Khachanov, which ambassador would you dream of for Cvstos?
The question is difficult, there would be so many! Ultimately, it's all about budget. But if I had no limits, I would choose one of my tennis idols, Roger Federer.
