Sassoon Sirmakes, the 24-year-old head of the watch company, was interested in his father’s business since childhood, and at the age of 17, after graduating from school, he faced a dilemma: to continue his studies or go about his business as a father. After working with his father, Sassoon in the spring of 2004, teamed up with the famous watch designer Antonio Terranova, who at one time worked on the watch collections Cartier, Piaget, TAG-Heuer.
Having interested investors in its business plan, Sassoon founded his own watch factory CVSTOS. The headquarters and workshops of the company were originally located in the historical homeland of Swiss watchmaking - in the town of La Chaux-de-Fonds, the canton of Neuchatel.
We decided to talk with Sassoon Sirmakes himself to learn more about Cvstos watches and the company's plans for the foreseeable future.
Sassoon, the watch brand CVSTOS is still very young compared to other Swiss watch brands. Why did you want to produce your own watch in 2004?
The amazing story of the appearance of the Cvstos brand originates from the desire of two talented and complementary partners, inspired by a vision of a new future and driven by the goal of creating a unique watch. Thanks to my experience at Franck Muller and meeting with Antonio Terranova, I decided that I want to create luxury sports watches in the "high technology" sector in order to replenish the offer in the watch market, where there are not many similar watches.
What was the reaction of the Swiss watch industry to the emergence of a newcomer? Warm welcome? Curiosity? Jealousy?
I would say that the first reaction of the Swiss watch industry was curiosity. What kind of watches can such a young (the youngest at that time) CEO offer a new watch manufactory? But after the release of the first collection, industry experts provided an unexpectedly warm welcome to the new brand. Sports design, new materials and high quality of every watch detail quickly gained recognition and gained respect of the “masters” of the industry.
What makes the CVSTOS watch especially different?
Illustrating a powerful holistic concept, Cvstos style reflects a modern design approach that speaks for itself, maintaining the perfect balance between traditional watchmaking and cutting-edge innovative technology.
What did you and your partner Antonio Terranova represent at Basel 2010?
CTR-S concept watch. The “S” concept is based on a combination of unsurpassed know-how and decisive sports design, which makes it possible to reliably relate this concept to high watchmaking. For the first time, this concept was implemented with the idea of making complexity the main function and reducing the basic function of reading and displaying time to a second, less significant plan. Thus, we have succeeded in producing a real chronograph, not a watch with a chronograph.
At the heart of your life philosophy is the desire to "always be one step ahead of time." What are you working on now to be able to get ahead of time?
The watch from the CTR-S collection, which has four patents, is a good illustration of this statement. They prove the constant need to improve the brand, to implement the latest innovations, since Cvstos is not going to follow the trends in the world. Watch concepts of this level are much more recognizable in the world of watch design, where competition is constantly growing. In addition to the “S” concept, the brand’s portfolio includes 4 watch lines: Challenge, Challenge-R, Complications and Re-Belle.
How would you describe the buyer of a CVSTOS watch?
The first and most important is not a copycat. This is one who loves a good watch and knows a lot about “avant-garde” technologies. Cvstos watches are designed for young people aged 20 to 80 years .... Adventurers and fans of unusual watches will certainly be intrigued by the High Fidelity Chrono model, in which a completely unique mechanism is installed. The high-end Cvstos watch demonstrates high-tech durability and mythical drama.
Which markets are targeted for your creations?
Europe and Asia have been major markets since 2004, but the Middle East also seems to be a very interesting market, and we cannot ignore this fact.
Where can I buy a CVSTOS watch in the UAE or neighboring countries?
Cvstos watches have been present in the Gulf countries since their inception. Today they can be purchased at our agents' multi-brand boutiques in countries and cities such as: Bahrain, Qatar, Abu Dhabi, Dubai and Saudi Arabia.
What is your opinion on the Middle East market?
There is a high demand for jewelry in this market, as it is part of the local culture. The Gulf countries are the third in the world in terms of sales of diamonds and occupy fifth place among the leading markets for luxury watches. The most important for manufacturers of complex luxury watches are countries such as the UAE, Saudi Arabia and Kuwait. Buyers of luxury goods in the Middle East are usually very wealthy people who travel a lot, follow the most fashionable trends and are very demanding when it comes to quality and level of service. These buyers also have their own view on luxury: they are very sensitive to brands and highly aesthetic products. Similar views and values that have a place in the Middle East market are important to us. Therefore, we believe that this market promises us a great future, as it demonstrates the potential for both brand promotion and sales growth and, consequently, profit.
What are your future plans for creativity and for further brand promotion?
A return to the basics of watchmaking, vision and development are the three main reasons that made me think about moving the brand headquarters to the most prestigious area of Geneva. The choice of place is certainly not random. And if the style of Cvstos watches is based on modern design and innovative technologies, the brand itself still gravitates towards maintaining the great traditions of Swiss watchmaking, which began with “cabinotiers” (craftsmen who created and sold their works in this part of the city).
A reception room is already operating on the ground floor of the new headquarters building, there is a living room and a sales area, while workshops and administrative offices are located on the second floor. This is with regard to the promotion of the brand, or, more precisely, while it is moving.
Our brand, called Cvstos, which means “defender” in Latin, can already be proud of some of its achievements, combining Swiss watchmaking traditions and know-how, cutting-edge technology and an original philosophy based on key values: efficiency, accuracy , elegance and prestige. And if we talk about creative plans, then they are simple - create, create, create.
Then we wish you good luck. Thank you for the interview.
