Here at A&H, we believe the timepiece will always be a necessary essential. It is the epitome of “form and function.” Looking good and telling time is something TSOVET represents. We had a chance to talk to the founder of the company David Bonaventura about the company’s origins, what goes into a TSOVET timepiece, and more.
What does the word “TSOVET” mean?
When developing the brand, I spent a lot of time studying numerous nautical and aero nautical components. These components ranged from machine and navigation tools, gauges, and finely knurled screws all referenced back to the elements developed within World War II and beyond. I came across a number of vintage Russian dive watches that connected the aero nautical/nautical components, which drove me to reference the Cold War era for influence. It’s not that TSOVET is referenced as a Russian inspired brand as I feel that numerous aspects of global military influence come into play.
Tell us about the origins of the company.
TSOVET was launched in July 2008. We are inspired by objects that last and by those making a lasting impression. We are also inspired by the durability and precession, as well as styling and functionality, of industrial gauges and avionic instruments. From these gauges and instruments— the finely knurled dial knobs, the subtly distinct indicator arms balanced fasteners, and jeweled levers—TSOVET has drawn inspiration. Figuratively speaking, we are students of these industrial, aeronautical, and nautical engineers. We are inspired by them and integrate at every level lessons about styling, functionality, practicality, and lasting durability.
What goes into a TSOVET Timing Gauge? How long does it take to produce one of the brand’s timepieces?
We go through an inspiration process for each piece prior to development. This tends to outline the direction and reference to the design and color. Each watch consists of its own unique development time frame. It’s difficult to say as each watch is different, but it averages about 12 months.
The watch is a very special and vital accessory ranging from simplistic to extraordinarily versatile designs. With all kinds of complications to place on a watch, what do you feel is the most significant one? A date window? The moon phase?
We tend to stick to basic utilitarian function, so basic time function tends to be our core focus.
What kind of gentleman sports a TSOVET Timing Gauge?
Hopefully a man with good taste…
William Shakespeare said it best: “Time does not have the same appeal for everyone. Do you agree?
I guess it’s what you make of it…
I’m sure you’d agree it is very easy for a designer to make a watch look appealing. As a designer, how important is a watch’s functionality?
First, a watch should keep time as its source and function. There’s nothing worse than a watch that doesn’t keep time! But, there are various watch tiers to consider when referencing the actual function and appeal. A watch maker will consider the movement and technical function as the core principle of design and function. As a designer, I may reference the style prior to function.
Growing up, what watch companies did you admire most?
I didn’t get into watches until I was in my 20s, but I didn’t have an actual brand favorite. I enjoy multiple genres ranging from vintage IWC, Zeno, Universal Genève and even late 60s to early 70s Seiko pieces; they have some unique design features.
Where can a TSOVET timepiece be purchased?
Premium men’s stores such as Mario’s, American Rag, and Fred Segal. Premium watch retailers such as Berger & Son.