CVSTOS Founder Sassoun Sirmakes on Ambition, Lost Sports Dreams & the Future of Luxury Timepieces
Geneva, Switzerland – In a rare glimpse behind the polished facade of the high-end watch world, Sassoun Sirmakes, the 41-year-old founder of independent watch brand CVSTOS, has revealed personal insights into his journey, ambitions, and the challenges of building a luxury brand. This breaking news offers a unique perspective on the mind of a watchmaking innovator, and provides valuable lessons for entrepreneurs navigating competitive markets. This article is optimized for Google News and SEO to ensure rapid indexing and visibility.
From Potential Athlete to Watchmaking Leader
Sirmakes, who has already amassed 25 years in the profession – including two decades at the helm of CVSTOS – confessed a surprising “what if” scenario: a potential career in professional racket sports. “I unfortunately discovered myself very late, but I had special facilities for all racket sports,” he shared. “If I had discovered them earlier, I think I would not have had difficulty pursuing a career as a professional sportsman.” This revelation humanizes the often-reserved world of luxury watchmaking, showcasing a passion beyond the intricate mechanics of time.
CVSTOS: The Next 20 Years & The Importance of Luck
Looking ahead, Sirmakes outlined his vision for CVSTOS over the next two decades. While “success” is naturally a primary goal, he emphasized the crucial need to maintain “motivation and creative inspiration.” He acknowledges the ever-present threat of creative burnout, hoping to avoid it while simultaneously welcoming “new opportunities and a little chance of luck.” This candid admission underscores a key truth often overlooked in business: even the most meticulously planned strategies require a degree of serendipity.
Early Mistakes & Marketing Lessons for Watch Brands
Reflecting on the CVSTOS trajectory, Sirmakes pinpointed one area for improvement: early marketing and communication efforts. “We have not devoted enough efforts [to it] during our first years,” he admitted. “When you start, you must send clear signals from the start. It is sometimes complicated to modify later.” This is a critical lesson for any emerging brand, particularly in the competitive luxury sector. SEO best practices, including targeted keyword research (like “luxury watches” and “watchmaking”) and consistent content creation, are vital for establishing a strong online presence from the outset. For watch brands, high-quality imagery and video content showcasing craftsmanship are essential for attracting attention.
Balancing Stress, Family & The Pursuit of Perfection
Turning 40 last year prompted Sirmakes to prioritize a better work-life balance. He seeks to manage “positive stress” while minimizing “negative stress,” acknowledging the demanding nature of each new watch creation. He also expressed a desire for his children, particularly his 11-year-old son, to develop an interest in the family’s watchmaking legacy. His personal tastes reveal a preference for simplicity and perfection – “well-made pasta” and “sushi” are his culinary indulgences. He finds respite in racket sports, playing squash and paddle tennis at least three times a week, and quality time with his wife and children.
Inspired by Family & A Love for the Classics
Sassoun Sirmakes credits his father, Vartan Sirmakes (co-owner of the Franck Muller Watchland group), as his primary source of inspiration. His cultural heritage also shines through, with a fondness for the music of Armenian legend Aznavour alongside 90s and 2000s hits from Maroon 5, Coldplay, and Ace of Base. His favorite film, Lawrence of Arabia, hints at a fascination with ambition, adventure, and enduring legacies. And when it comes to timepieces, while proudly showcasing CVSTOS’s latest whirlwind eight model, he readily admits a fondness for a Franck Muller as well.
Ultimately, Sirmakes’s reflections offer a compelling portrait of a driven entrepreneur striving for both professional success and personal fulfillment. His openness about past challenges and future aspirations provides a valuable lesson for anyone navigating the complexities of building a brand and balancing the demands of a fast-paced world. The desire for a 25th hour dedicated to sleep speaks volumes about the relentless dedication required to thrive in the luxury watch industry, and the importance of prioritizing well-being amidst the pursuit of perfection.
