Redakce Helveti Winston Churchill with a cigar, Ernest Hemingway in Cuba, and Albert Einstein—they were all among the clientele of the Cuervo y Sobrinos watchmaking house. Founded in Havana in 1882, this luxury brand became a symbol of Caribbean style and elegance. After nationalization in 1958, it nearly disappeared from history, only to be reborn in Switzerland at the turn of the millennium. To this day, however, it retains its Cuban spirit—whether in the names of its cigar-inspired collections or in the humidor boxes in which the watches are sold.
The following names command more than just attention. They are giants, most of whom we picture with Cuban Espléndidos cigars in their mouths: Winston Churchill and Ernest Hemingway, Albert Einstein, Clark Gable, Enrico Caruso, Pablo Neruda, Che… Just as they loved the unique flavor of Cuban cigars, you could see Cuervo y Sobrinos watches on their wrists. Their signatures—the last of which, ironically, was on the document nationalizing the company—are still preserved today in the so-called guest book of the boutique in Havana. In Havana at that time…
We are publishing this article with the kind permission of the author, Mr. Igor Sirota. You can find it on Timeforum.cz
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Like many other companies founded in Cuba and now operating abroad, Cuervo y Sobrinos (Cuervo and Sons) can look back on a history full of dizzying highs and steep lows.
A Glorious Past
In 1882, Don Armando Río y Cuervo and his brothers opened a boutique on the fashionable Quinta Avenida in Havana. There, they ran and expanded the watch shop founded by their uncle, Ramón Fernández Cuervo. Their success was so great that by the end of the 19th century, the business had become famous around the world. We’ve already mentioned that Winston Churchill and Ernest Hemingway were among their customers. In fact, both names have even appeared on watch dials in the brand’s current collection. But let’s go back in time.
The company established three branches in Europe. Jewelry was manufactured and sold in Paris; the branch in Pforzheim focused on gemstones; and the one in La Chaux-de-Fonds, Switzerland, focused on watches. The family business’s reputation was so great that some of the watch models sold at the time bore the name “Cuervo y Sobrinos” on the dial alongside their own logo. To this day, Rolex watches made for the Cuban brand are recognizable at a glance.
All of this took place during a golden age, though it did not last forever in Havana. On New Year’s Eve 1958, the new regime changed everything and then nationalized the business. The name Cuervo y Sobrinos would likely have disappeared from the face of the earth forever had an Italian businessman not happened to discover the closed boutique on his trip to Havana in 1997 and purchased the brand shortly thereafter. Inside the original store were dust-covered shelves and display cases that had remained virtually untouched for a full 40 years.
In the safe, they then discovered a box containing 25 vintage watches and a leather-bound book with sketches of all the watches that had been manufactured in Switzerland in the 1950s at factories owned by the company. Based on these, the first collections of the revived brand were launched in 2004.
Cuban Cartier
Although we’re talking about Swiss watchmaking today, the style and spirit of these timepieces remain distinctly Caribbean. This is also true of the names of some collections, such as Londsdale (a premium cigar), Espléndidos (magnificent), and Prominente (outstanding). These watch collection names refer to cigar sizes. The timepieces from the latter two lines are characterized by square cases inspired by the Art Deco style. Historical documents suggest that the first Espléndidos existed even before Patek Philippe’s famous Pagoda—so perhaps it’s time to rewrite the history of watchmaking?
When it comes to the top model in the line, the term used to describe the entire line—“excellent”—is entirely appropriate. One example is the current Prominente Icónico Doble Tiempo model, which features two independent movements to display the time in two time zones.
The Robusto and Torpedo lines feature classic round cases. The first line, for example, offers models inspired by the German “Versailles”—that is, the Sanssouci Palace in Germany. An even more significant connection—to the famous British prime minister—is featured in the Robusto Churchill Sir Winston, as well as in the Churchill Yalta Edition collection.
The last one commemorates the year 1942 and the meeting of the Big Three—Churchill, Roosevelt, and Stalin—to discuss the postwar order in Europe. Inside the 43-mm steel case is the CS 5206 movement—an ETA 2834—which displays not only the time but also the day and date. This is a limited edition of 500 pieces. Thirdly, the Churchill GMT 1895 model is named after the British prime minister, with the year referring to Cuba’s war of independence from Spain, which the young officer Churchill observed firsthand on the island.
At the very top of this series’ lineup is a gold model (case diameter 43 mm) Robusto Perpetual GMT, produced in a limited edition of just 10 pieces, featuring a Dubois-Dépraz 5124 perpetual calendar based on the ETA 2892-A2. Incidentally, the brand also offered a tourbillon.
The theme of the struggle for liberation is also incorporated into the Pirata Rough Rider models. It references the American volunteers nicknamed the “Rough Riders,” who fought for Cuba’s freedom in the late 19th century. Hence the crossed sabers at the 6 o’clock position and the silhouette of a soldier with a flag on the glass case back. The watch has a diameter of 45 mm and features a unique combination of titanium lugs and case back paired with a bronze case. The model “inherited” its unique details from the original “Pirata” pieces, which referenced the Caribbean’s pirate past. That’s why the bezel resembles the muzzle of a cannon or pistol, and the crown resembles a cannonball…
Down there and back up again
Interestingly, the design of many models is based on sketches created during the company’s heyday—the 1950s. In this way alone, the now-Swiss company is actually reconnecting with its Cuban roots. But that’s not all. Another nod to its Cuban origins is the watch packaging: for many models, customers receive their watches in a wooden box made of Spanish cedar veneer. Once the new owner removes the watch from the box along with the cushion on which it rested, they can fill it with Cuban cigars, which will be guaranteed high humidity inside. The watch box is, in fact, a humidor.
In contrast, the Buceador Caribe series can be described as thoroughly modern, featuring a 43-mm-diameter case water-resistant to 200 m and powered by a Peseux 224 movement. Its design combines a ring around the crystal with an octagonal case. The watch uses an internal rotating bezel to set the dive time, for example, without a decompression stop. It is operated by the crown at the 2 o’clock position, which is released by the sliding lock at the 4 o’clock position. The classic crown is at the 9 o’clock position. Currently available is a model dedicated to the legend of Cuban freediving, Francisco “Pipin” Ferreras.
If, on the other hand, you want to take off into the clouds with a Cuervo y Sobrinos watch, there’s the Vuelo (Flight) collection, which pays homage, for example, to pilot Domingo Rosillo. In 1913, he became the first pilot to fly from Florida to Cuba. The model, featuring a case made of so-called “gun steel,” has a diameter of 44 mm and distinctive screw-down lugs.
Another famous Latin American aviator was Emilio Carranza, after whom the latest edition of the Vuelo is named. This includes a chronograph featuring a GMT function (Dubois Dépraz 30342) and a tachymeter scale on the bezel.
The Legacy of a Great Writer
One extraordinary figure who loved Cuba was the writer Ernesto Hemingway. And the Cuervo y Sobrinos is apparently the only watch that can bear this great man’s name on its dial. This is thanks to the consent of Hemingway Limited, which manages his estate, as well as that of the writer’s grandson, John Hemingway. The metal case back features a symbolic “H” with a swordfish, a fish the writer loved to hunt in the waters of the Caribbean. The strap bears the signature of the author of *The Old Man and the Sea*. The watch comes in a box shaped like a book, with the author’s signature on the cover.
These timepieces are from the Historiador (Historian) collection, named after the Havana historian Dr. Eusebio Leal Spengler, who, among other things, helped restore the original Cuero y Sobrinos boutique in Havana. One might say that this brings things full circle. However, in 2018, a new team arrived, including investors represented by Marco Longhi and Mario Girardi. So it’s time once again to light up a Cuban cigar and look forward to the new models you’ll find in your humidor.
Photo: Cuervo y Sobrinos
A series of articles by the author
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