"I've always preferred independent brands. They have more ideas, they're more creative, and more innovative." Stefan Kunz, the brand's CEO, has maintained his passion for Cvstos, a company he joined a decade ago.
With discernment, he evaluates the brand's position within its increasingly competitive landscape, which has strengthened significantly in recent years. "Today we celebrate our 20th anniversary. Back then, everything produced by the industry was very traditional and consensual, with closed dials. We brought more sportiness, but we weren't the only ones. Around that same time, the Big Bang and Richard Mille were created, but Richard Mille quickly differentiated itself with prices as extreme as its watches. We chose to bet on more affordable models. Over time, we've increasingly focused on the perceived value of our watches, which today is a key focus of our development."
1500 Watches Per Year
This desire to offer more for a price that has remained relatively stable is perhaps what allowed Cvstos to navigate through the last two decades. While several brands were swept up in the frenzy of sky-high prices, Cvstos focused on consistency, gradual growth, and a reasoned approach. "The spirit from 20 years ago remains the same," explains Stefan Kunz. "We never aimed for incredible numbers. What was priced at 15,000 euros back then is still more or less at 15,000 euros today. And we still make around 1500 pieces a year."
In its early days, Cvstos benefited from its affiliation with the Franck Muller group, "especially to help us enter our first points of sale." However, over time, the brand gradually achieved technical independence. "We now have about a dozen CNC machines. They allow us to produce some of our cases, bridges, plates, and oscillating masses in-house," adds Stefan Kunz.
Urban Shift
This freedom has facilitated the creation of new models. While the Sealiner with its famous "teak bridge" and the Chronograph remain the brand's iconic collections, the Metropolitan, launched three years ago, marked a turning point for Cvstos. The piece is simple (three hands) and, importantly, features a dial, which had previously only been found on the Racing line.
"It needs time to settle in," confides Stefan Kunz. Translation: it opens a more unexpected aesthetic direction for Cvstos. Clients are requesting an adjustment period. It's a more understated, urban piece, available on steel or gold bracelets. Its slight vintage touch can be seen in some of the brand's recent successes, such as Speake Marin's Ripples, Czapek's Antarctic, Chopard's Alpine Eagle, Piaget's Polo, and Tissot's PRX—a more accessible model that caused a sensation.
This year, to celebrate its 20th anniversary, Cvstos is expected to unveil a new tourbillon. The brand will welcome its clients and fine watchmaking enthusiasts to its headquarters on Rue Voltaire in Geneva during the Watches and Wonders watchmaking week.
