Limited edition of 83 watchesPreview BASELWORLD 2017: The BIG SQUARE Chronograph by GVCHIANI GENÈVE
From a multi-generational family of artisans, Shant Ghouchian continued in the footsteps of his ancestors and attended the School of Fine Arts in Geneva. A stone-setter by training, he put his newly acquired skills and savoir-faire in the service of Patek Philippe. Soon, his desire for independence, however, pushed him to open his own company.
Thus, in 2008, following a passion for his rich art and knowledge, he created his own stone-setting firm that he named Jewelry and Watch Settings (JWS). Recognized for his talent and skill by the most prestigious names in jewellery and watchmaking, success was right around the corner.
In March 2015, Shant Ghouchian decided to add another arrow to his quiver and launched into the world of watchmaking. He now offers a collection of atypical watches under the name GVCHIANI GENÈVE. Moving off of the well-trodden path, he decided to forego the traditional format of a round case, and to create truly avant-garde timepieces. His goal: Ignore all the traditional design codes and present elegant and sporty Swiss watch creations made of innovative materials.
This goal was superbly achieved with the first BIG SQUARE collection. Striking in appearance, the X shape of the bezel immediately sets the tone of the watch. Gone are the round lines and the classicism so dear to traditional master watchmakers. His timekeeping vision took a 180° turn and affirms the strong visual identity of the pieces. One of the brand’s major advantages is Ghouchian’s choice of Swiss partners that allows him to manage production, from start to finish, all in Geneva.
Its rectangular form and XXL dimensions 49mm x 50mm, with 15mm in thickness make the BIG SQUARE remarkable at first glance. The case features the raised numbers of 3, 6, 9 and 12, along with a curved sapphire crystal in the shape of an X that dips underneath the front of the case a sporty touch for the black lacquered dial and the hands, designed by Shant Ghouchian, that magically rotate under the impressive X of the case. The movement is an automatic ETA 7750 with an anthracite grey oscillating weight, specially personalized for GVCHIANI. The subtle yet unique X engraved on the crown, enhanced by a ring of black DLC titanium, attracts attention. The black alligator bracelet is double-stitched with red thread, which matches the red lining of the strap.
The BIG SQUARE collection is available in a limited series of 83 watches per material - titanium, anthracite DLC titanium, black DLC titanium, 18K rose or white gold, with some stone-set versions.
Creativity and a desire to be different offer a new vision of watchmaking, with a style that is totally unique to GVCHIANI GENÈVE. Aside from its atypical allure, the X shape also evokes the aspect of an unknown and a newcomer to the very closed world of prestige timekeeping.
Shant Ghouchian may be proud to enhance the wrists of men, but he has not forgotten the ladies. A beautiful collection of fine jewellery has been dedicated to them. Sumptuous pieces in white gold have been set with stones from Madagascar, an outstanding work of high jewellery art to be discovered.
GVCHIANI GENÈVE, the unknown perhaps, but not for long. The brand is well on its way to throwing out the traditional codes of watchmaking while offering real value with innovative solutions.