Playing pickleball with a watchmaker: Sassoun Sirmakes of CVSTOS

On a recent afternoon at Performance Pickleball’s pop-up facility, I found myself in an unlikely setting for an interview with a Swiss watch CEO. Instead of a hushed hotel lounge or gleaming showroom, I was in a brightly lit indoor court.

My opponent? Sassoun Sirmakes, the CEO of the Swiss independent watch brand CVSTOS, is in town with his young son, both of whom are happily meeting with members of the media. 

Athletic, chatty, and unassuming, Sirmakes was proof that watchmaking’s new guard doesn’t need to wear a suit to make an impression. The son of the co-founder and CEO of the Franck Muller Group, Vartan Sirmakes, is quite the sporting enthusiast himself.

Celebrating his brand’s 20th anniversary, this occasion, co-hosted by his authorised dealer Sincere Fine Watches, cannot make for a better opportunity to discover what makes CVSTOS so different. 

Without breaking a sweat, he traded groundstrokes and volleys with us as he candidly shared highlights of his watchmaking journey and the conception of some of his creations, including the brand-new Jetliner Challenge K. Khachanov collaboration with professional Russian tennis player Karen Khachanov, who is currently ranked within the top 20 in men’s singles on the ATP leaderboard.

From Watchland to independence

“My father’s business pursuits drew me in from an erly age, as he frequently brought me into the workshops to share his projects and developments. I grew up witnessing the creation and ascent of the Franck Muller brand — a formative experience that shaped my perspective on entrepreneurship and watchmaking,” he said.

“School holidays were spent productively at the Franck Muller Watchland: summers on the workshop floor, handling the machines, spring breaks supporting exhibitions, each moment offering invaluable, hands-on exposure to industry. At 17, I decided to officially join the Group — a natural progression, built upon years of hands-on engagement with the craft and the industry. Those early experiences not only gave me a strong foundation but also cemented my passion for horology and the drive to build upon that legacy.”

That legacy took a bold turn when, at just 21, he founded his own brand CVSTOS. “I financed it independently, and engaged suppliers and clients to secure the first deliveries. This initial success laid the foundation for the company’s establishment in the industry. Today, two decades on, CVSTOS produces around 1,500 timepieces annually.” 

His sprawling manufacture estate, situated just minutes from Geneva Airport, provides a strategic advantage — ensuring efficiency in international logistics and convenient access for visiting clients and partners. 

“Equipped to produce nearly every component in-house, we craft everything from plates and bridges to movements, cases, and pushers in a variety of materials. This vertical integration has become one of our greatest assets, driving both quality and innovation. Extending beyond our manufacture, we also maintain an R&D department and a team of watchmakers in downtown Geneva, where each timepiece is assembled and finished to the highest standards.”

Sporting DNA

Sport runs deep in Sirmakes’ personal life and brand philosophy. Growing up playing team sports, he eventually picked up squash and tennis in his adulthood, having discovered his natural aptitude for racquet games.

“After more than 20 years of playing squash and participating in amateur competitions, I eventually moved on to padel for a fresh challenge,” added the CEO, whose passions are clearly manifested in his watch collection.

To him, the values shared between sports and watchmaking are clear: tenacity, dedication, motivation, precision, and attention to detail. “Both require consistent effort and a commitment to excellence in every action,” he explained.

And that’s why Sirmakes was more than thrilled when tennis champ and watch collector Karen Khachanov made the first move that led to the creation of the CVSTOS Challenge K. Khachanov watch. “He was already familiar with me as the founder of the brand, and we immediately connected as watch enthusiasts.”

Sirmakes took his designer to one of Khachanov’s tournaments in southern France, where they set up a design station in his hotel room with watch components at hand. “After his match, we began sketching ideas and exploring customisations together. In the weeks that followed, we refined every element — from the in-house movement to the bracelet, bridges, case, and overall design. Karen remains closely involved, including in the distribution of this model, and we see this as a long-term collaboration. His dedication has made this partnership truly special.”

Measuring 53.7mm by 41mm, the watch itself embodies the lightness and athleticism of tennis. Its aluminium alloy case houses an in-house movement with hand-bevelled titanium bridges, all enhanced in Khachanov’s favourite blue. A textile strap makes it as comfortable on centre court as on a city stroll.

However, Sirmakes is refreshingly honest about the claims made regarding the robustness of sports watch movements in the industry. He chuckled as he glanced up at the ceiling above the pickleball court, stating, “Most high-end Swiss watch movements can survive a fall from a few metres without breaking, and only the sapphire glass might shatter.” 

The idea that hard and fast tennis strokes can break a movement? “Just marketing,” he said with a grin.

Living life

CVSTOS collaborations don’t end with tennis, and the Jetliner Challenge PS Tequila Barajas watch points to yet another love of his: travel. It was in a restaurant in Mexico when Sirmakes was distracted by a beautiful display of colourful and intricate Barajas tequila bottles on the bar shelf, and his idea of working with the artisanal producr was born.

The tonneau-shaped case of this 53.7mm by 41mm watch echoes the bottles’ sculpted curves and delicate engravings. “This partnership is not simply about merging watchmaking and tequila — it’s about creating a dialogue between tradition and modernity. Every detail, every finish, every flavour invites you to slow down, reflect, and appreciate the rarity of the present moment.”

And marking CVSTOS’ 20th anniversary is the Challenge Tourbillon 8. Entirely designed in-house, it is the first calibre shaped like the figure 8, built with a vertical architecture and sapphire flanks that allow a panoramic view of the movement.

A flying tourbillon with integrated shock protection ensures robustness. Produced in only 20 pieces per material, this 53.7mm by 39.5mm watch is a bold reimagining of high horology.

For those who prefer sporty elegance on a smaller scale, there’s the Sealiner PS Thirty6. With its teak wood dial, yacht-propeller small seconds, and sapphire crystal portholes, it channels the maritime codes of the Sealiner range in a versatile 36mm case.

“Speed, power, and elegance underline this exceptional timepiece,” he explained, positioning it as a unisex icon for new horizons.

Lessons for success

As play slowed and cocktails featuring Barajas tequila circulated courtside, Sirmakes reflected on his journey. “One of the most important lessons I have learned is the value of surrounding oneself with the right people. A strong team or partner is indispensable in turning any vision into reality. 

“Equally vital is motivation, which must be driven by passion — whether for the project itself or for the challenge of building a business from the ground up. And above all, hard work remains essential. Yet, it must be channelled in the right direction, guided by intuition and sharpened by the ability to recognise opportunities.”

Of course, none other than his father gave him the best advice of his career: “He taught me that the true measure of success lies in committing to excellence in every creation — a principle that has guided me throughout my career. A less helpful piece of guidance I received was to stockpile heavily in the early days to avoid potential production challenges. Acting on this advice required substantial upfront commitments, an approach that proved difficult for a start-up like CVSTOS at the time.”

Despite the pressures of running an independent manufacture, Sirmakes maintains a grounded approach to life. “I dedicate time to my family — whether it’s dinners with my wife and friends or simply playing with my three children, who bring me constant energy and joy. Sports keep me focused and resilient, while holidays provide an opportunity to recharge. I often combine work and travel, as I believe every journey should have purpose. This way, I remain productive while still enjoying meaningful time with my loved ones.”

Married to a Brazilian, he often travels to South America, where leisure and business naturally merge. It was there, after all, that he discovered Barajas tequila. And it is this blending of influences — Switzerland and Brazil, horology and hospitality, precision and playfulness — that makes CVSTOS such a distinctive player in the independent watch scene.