The new watchmaking brand is aiming to challenge traditional watchmaking codes with imposing, atypical designs.

We’re always on the look out for something new and unique in the world of watchmaking, and this time it’s Gvchiani Genève that caught our eye — and for good reason, too.

The man behind the operation is Shant Ghouchian. A stone-setter by training, he attended the School of Fine Arts in Geneva and was quickly picked up by Patek Philippe to apply his new skills. By 2008, Shant Ghouchian set off on his own, opening his own stone-setting firm, Jewelry and Watch Settings (JWS).

In 2015 the talented designer and entrepreneur took it one further and dove into the world of watchmaking. The result was Gvchiani Genève, a watchmaking brand focused on making atypical luxury watches. The first collection, aptly named the Big Square, clearly demonstrates that these watches are off the beaten path.

The first thing that you notice about these watches is their X-shaped bezel. This design choice sets the collection apart from classic luxury timekeepers, typically defined by round cases and modest proportions. It also makes the Big Square collection immediately eye catching, which is useful when trying to forge a new brand identity.

And if you were wondering, yes indeed, these watches are big. The cases measure in at 49mm x 50mm with a 15mm thickness, and weigh an imposing 200 grams — nearly half of a pound for our readers stateside.

Cases usually feature raised numerals for 3, 6, 9 and 12, along with a sapphire crystal in the shape of an X that dips below the front of the case. This design choice channels the attention towards the dial and unique hands, and adds significant depth to the watches.

The Big Square collection is available in a limited series, featuring materials like titanium, anthracite DLC titanium, black DLC titanium, 18K rose or white gold. There are also several stone-set versions, which we are seeing here.

If these watches were not impressive simply because of their size, the amount of bling in the stone-set models will surely do the trick. The “Full Diamond” version, for example, has a total of 11.50 carats.

Each watch is powered by the automatic chronograph ETA 7750. The 25-jewel movement delivers up to 48 hours of power reserve, and it has been modified slightly for Gvchiani to include a brand stylized anthracite grey oscillating weight.

While you might not have heard much of Gvchiani Genève watchmaking yet, that won’t last long. For starters, the brand seems to have already developed a strong visual identity. When combined with the design acumen of Shant Ghouchian, this brand might well be on its way to challenging some of the core codes of luxury watchmaking.