To celebrate its 20th anniversary, Swiss watchmaker Cvstos has unveiled a special limited-edition timepiece dedicated to world No. 20 tennis player Karen Khachanov.
The collaboration was highlighted in an interview with Mediamax Sport , where Khachanov and Cvstos co-founder Sassoun Sirmakes shared insights into their partnership.
Khachanov: “Watches are part of my personality”
- Karen, how did your passion for watches begin, and how many do you already have in your collection?
- Over time, I became really interested in watches, not just wearing them but understanding how they’re made. I love the design, the precision, the entire process. I have a small collection, and each one has a personal story.
- What helps you decide which watches to add to your collection?
- It’s mostly about the design and the story behind the watch. If it looks great and feels meaningful, that’s what attracts me.
- Where do you keep your watches, and when do you wear them?
- I keep them somewhere safe. I won’t say where! I wear them when I go to tennis court, events, dinners, interviews, or anytime I want to add something stylish. Watches aren’t just about telling time; to me, they’re part of my personality.
- Do you see them mainly as symbols of luxury and style, or do they hold a more personal significance for you?
- They’re definitely beautiful objects, but to me they’re more than that. Each one reminds me of a moment in life, a big win, a special memory. So yes, they’re personal.
- Do you give watches as gifts to others?
- I actually like giving them! If I know someone who really appreciates watches, it’s a meaningful gift to give.
- Many tennis players are known to be watch enthusiasts. Why do you think watches have such strong appeal within the tennis world?
- In tennis, timing is everything. Every second counts. And since we travel a lot and live by schedules, time is very important to us.
- Karen, as a watch connoisseur, what’s the first thing you notice when you look at it?
- Always the dial. It shows the personality of the watch, whether it’s simple, bold, or elegant.
- How did the collaboration with Cvstos begin, and what do you like about them?
- We had a conversation and right away it felt like we shared the same vision. They didn’t just want me to wear their watch; they wanted to tell a story together. I liked how bold and detailed their designs are, while still looking smart. That really spoke to me.
- Tell us a bit about your first meeting with Sassoun Sirmakes. What was it about his proposal that stood out to you?
- He’s really passionate about what he does. He understood me as a person, not just an athlete. His idea wasn’t just business; it was creative. He wanted to build something together and that made it feel special.
- How were you involved in Cvstos’ 20th anniversary celebration and the creation of the limited-edition watch dedicated to you?
- It was an honor. I was involved in choosing the materials and designing it. I wanted it to reflect my values: strength, focus, movement. Seeing the final piece was an amazing feeling.
- Which of your athletic traits are reflected in the watch?
- Discipline, precision, and strength. The watch is bold in design but also very detailed inside, like how I try to play: strong but controlled.
- What does this milestone mean to you personally, and how do you think it will inspire you?
- It’s more than just a partnership. It motivates me to push myself, both in tennis and beyond. It’s about creating something with meaning.
- Tell us a little more about this year’s plans and upcoming tournaments.
- My focus is always on improving, staying healthy, and performing well at the big tournaments, especially the Grand Slams. After injuries, I’ve learnt to listen to my body more. I rely on recovery, mental focus, and my team. When I lose, I don’t dwell. I learn and move forward.
- We closely follow your performances and regularly feature you on our website here in Armenia. Do you have any plans to visit your homeland again?
- Thank you for following me; that really means a lot. Armenia is always close to my heart, and I hope to visit again soon.
- If Armenia were a clock, what would it look like?
- Great question. I think it would be made of stone and gold – something timeless, strong, and full of spirit.
Sassoun Sirmakes
Sirmakes: “The watch reflects Karen’s personality”
- Mr. Sirmakes, could you share how your passion for watches began and what led you to become involved in their creation?
- My passion for watchmaking was born from my environment – my father co-founded the famous Franck Muller brand, so I grew up surrounded by precision, creativity, and mechanical beauty of Geneva’s watch-making world. From a young age I was fascinated by how a watch is more than an object; it is a story, a vision, and a discipline of excellence. Creating Cvstos was my way of expressing a modern, bold interpretation of watchmaking while respecting the technical rigor of traditional Swiss craftsmanship.
- In your opinion, what defines a high-quality watch?
- A quality watch is defined by three pillars: mechanical integrity, aesthetic harmony, and emotional resonance. At Cvstos, we pay meticulous attention to each component, from movement architecture to case ergonomics.
- This year marks the 20th anniversary of Cvstos. How would you describe the journey of the brand over these two decades in terms of its growth and evolution?
- It has been a bold and rewarding journey. We started with a vision to modernize the language of Swiss watchmaking – dynamic, avant-garde, and performance-driven. Over these twenty years, Cvstos has remained independent, which gives us the freedom to innovate without compromise. We have grown from a niche idea into a respected brand with a global clientele, and we continue to evolve with designs that speak to the new generation of collectors.
- Have you collaborated with other well-known athletes?
- Yes. Over the years, we’ve partnered with sports personalities like footballers Marco Silva, Cafu, Breel Embolo, the MotoGP racer Dani Pedrosa, and now the world- famous tennis player Karen Khachanov. Each collaboration is based on a genuine connection with the individual, not just their fame, but their spirit, values and style.
- What inspired the decision to launch a limited-edition watch dedicated to Karen Khachanov?
- Karen embodies everything Cvstos stands for – strength, elegance, and perseverance. His journey, marked by quiet determination and hard-earned success, resonates with our ethos. When we met, I saw in him not only as an elite athlete but also someone who appreciates craftsmanship and design, and is a watch collector himself. That shared sensibility made the idea of a limited edition very natural.
- Could you tell us about your meeting with him and the discussion you had?
- From our first meeting we both developed the feeling that we had known each other for a long time. I am a tennis fan, and he is a watch connoisseur, so it clicked immediately. We didn’t talk much about business in the beginning – each of us was interested in the intricacies of the other’s craft. Karen was curious, attentive, and genuinely engaged. It wasn’t a marketing decision – it was a mutual desire to create something meaningful, something personal.
- Did you consider the athlete’s preferences and advice when choosing the design and colour?
- Absolutely. We wanted the watch to reflect Karen’s personality. He was very Clear – he wanted something clean, powerful, and elegant. We worked closely with him on the colour palette, materials, and details.
- And why did the choice stop at blue?
- Karen loves the blue colour, I do too. It suggests depth. I think it is also the colour of Trust – and trust was the foundation of this collaboration.
- What does this collaboration mean to you personally and what impact will it have on the brand?
- It’s a proud moment for me and our brand. I see Karen as an iconic tennis player. But it’s not just about “riding on celebrity” – I think the energies and ambitions of Karen and our brand are in perfect sync.
- What do you personally enjoy most about tennis, and what stands out to you in Khachanov’s playing style?
- Tennis, and other racket sports combine mental acuity with physical finesse. I do play tennis myself, also squash and badminton. I’ve followed Karen’s career for years. He plays with quiet strength, and you can tell that everything he does comes from deep personal discipline. I admire that immensely.
- If Armenia were a clock, what would it look like and what would you call it?
- Armenia would be a tourbillon – resilient through time’s turbulence, always returning to balance. It would be crafted in stone-textured titanium, echoing our monasteries carved into mountains, with a perpetual calendar to reflect our deep connection to history and tradition. I would name it “Haverzh” - “The Eternal”.
Hasmik Babayan
Comments
Dear visitors, You can place your opinion on the material using your Facebook account. Please, be polite and follow our simple rules: you are not allowed to make off - topic comments, place advertisements, use abusive and filthy language. The editorial staff reserves the right to moderate and delete comments in case of breach of the rules.