CVSTOS Genève announces a strategic collaboration with Arman Tsarukyan, one of the most prominent figures in contemporary mixed martial arts. The fighter becomes one of the House’s leading ambassadors as part of its new international sports focus.
This partnership marks a new stage in the evolution of CVSTOS Genève, which now affirms its commitment to sport, victory, performance and personalities who choose to step off the beaten path. This new direction places the House at the heart of the world of top-level athletes, champions and singular personalities, defined as much by their successes as by their discipline, their resilience and their ability to rise to the occasion when the pressure reaches its peak.
This philosophy is built around the symbolic strength of the letter « V » found in CVSTOS, associated with the notions of Victory, Values, Versus and Velocity.
Arman Tsarukyan, embodiment of a new philosophy
At the center of this new direction stands Arman Tsarukyan. Recognized for his control, his speed and his precision in one of the most unpredictable sporting environments there is, the fighter embodies the values that CVSTOS now wishes to highlight: intensity, mastery of timing, courage and absolute focus under pressure.
In combat sports, a single moment can change everything. A movement, a strike or a decision can alter the course of a bout in a matter of seconds. This ability to seize the moment forms the foundation of the collaboration between Arman Tsarukyan and CVSTOS Genève.
A genuine joint creation
This collaboration is not limited to an ambassador role. Arman Tsarukyan took direct part in the creative process and in the development of his own watch, named ARMAN EDITION.
During his visit to Switzerland, the fighter discovered the world of CVSTOS from the inside. He notably visited the House’s production facilities in Prévessin-Moëns, the watchmaking workshop located in the heart of Geneva as well as the CVSTOS showrooms. An immersion that allowed him to better grasp the brand’s creative, technical and watchmaking environment.
Alongside Sassoun Sirmakes and Antonio Terranova, Arman Tsarukyan took part in the discussions around the design, studied the concepts in 3D and helped define the final direction of the watch.
The ARMAN EDITION is therefore not a creation that simply bears the champion’s name. It is the result of a genuine exchange between his personal identity and the expertise of CVSTOS Genève.
The ARMAN EDITION: a first creation in white ceramic
The first ARMAN EDITION will be officially launched in September 2026 and will be limited to 100 pieces worldwide.
For this creation, CVSTOS introduces an aesthetic choice unprecedented in its history. For the first time since the House was founded twenty years ago, white ceramic becomes the main material of the case of a CVSTOS creation.
This material, at once pure and contemporary, is combined with components in 5N rose gold « Golden Hour ». The contrast between the whiteness of the ceramic, the warmth of the rose gold and the technical expression of the watch composes an aesthetic that is both powerful and refined.
The watch conveys the two facets of Arman Tsarukyan’s world: on one hand, the discipline, precision and demands specific to top-level sport; on the other, an international lifestyle associated with travel, exclusivity, luxury and a constant pursuit of quality.
Followed by millions of people on social media, Arman operates in an international environment where performance now sits alongside a more exclusive world. The ARMAN EDITION aims to bring these different dimensions together within a limited watchmaking creation.
« Victory comes with time »
For CVSTOS Genève, this collaboration with Arman Tsarukyan constitutes the natural expression of the House’s new message: « Victory comes with time ».
The partnership establishes a link between neo-avant-garde Swiss watchmaking and the philosophy of a top-level fighter. In both worlds, preparation, timing, technical mastery and the ability to perform under pressure are essential.
The public often perceives only the decisive moment. Yet true performance is built well before it arrives. It is precisely this state of mind that lies at the heart of the ARMAN EDITION.
An edition limited to 100 pieces
The ARMAN EDITION will be produced in only 100 pieces worldwide. Its availability will be deliberately limited and controlled.
Orders will be handled exclusively through the official ordering process of CVSTOS Genève, allowing the House to manage demand directly and preserve the exclusive character of this edition.
The complete technical details of the watch, the official visuals and the elements related to the launch will be communicated later, ahead of its presentation scheduled for September 2026.
Frequently asked questions
A CVSTOS Genève watch co-created with fighter Arman Tsarukyan, who took direct part in the creative process. It is an edition limited to 100 pieces worldwide, with a launch scheduled for September 2026.
One of the prominent figures in contemporary mixed martial arts, recognized for his control, his speed and his precision. He becomes one of the leading ambassadors of CVSTOS Genève.
For the first time in the House’s twenty-year history, white ceramic becomes the main material of the case of a CVSTOS creation, combined with components in 5N rose gold « Golden Hour ».
In only 100 pieces worldwide, with a launch scheduled for September 2026. Orders will be handled exclusively through the official process of CVSTOS Genève.
It refers to the notions of Victory, Values, Versus and Velocity, at the heart of the House’s new sports focus.
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