Tsovet SVT-LX73 (Reference LX111010-45)
Pilot / Aviation Watch · Tsovet (Independent). Founded in California, Tsovet markets itself as a lifestyle design brand focusing on industrial tool-watch aesthetics with Swiss-made assembly.
Period: Modern Minimalist (2010s). It blends mid-century B-Uhr Flieger aesthetics with contemporary industrial design, characterized by clean lines and bold typography.
Type
Pilot / Aviation Watch
Brand
Tsovet (Independent). Founded in California, Tsovet markets itself as a lifestyle design brand focusing on industrial tool-watch aesthetics with Swiss-made assembly.
Movement
Swiss Quartz (typically a Ronda 513 or similar high-quality quartz caliber), providing reliable timekeeping without the need for winding.
Dimensions
Case Diameter: 44mm or 50mm (variable by sub-model), Thickness: 14mm, Lug-to-Lug: 52mm, Lug Width: 22mm. It wears large due to the thin bezel and expansive dial.
Description
The Tsovet SVT-LX73 is a bold statement piece that reinvents the classic aviator watch. With its oversized matte-finished case and high-contrast 'Type B' minute track, it prioritizes legibility. The standout feature is the vibrant blue handset, specifically the seconds hand featuring a miniature airplane silhouette, which adds a playful touch to an otherwise austere industrial design.
Key Features
Airplane counterweight on seconds hand, skeletonized blue hands, bead-blasted matte finish, and 'Swiss Made' designation which identifies this as a higher-tier Tsovet model compared to their basic quartz lines.
Dial Description
Matte white dial with printed black Arabic numerals for minutes (Type B Flieger style). Features blued skeletonized sword hands and a unique blue seconds hand with an airplane counterweight. Small text at 6 o'clock denotes 'Swiss Made'.
Case Material
316L Stainless Steel with a matte/bead-blasted finish to reduce reflections, consistent with tool watch utility.
Crystal Type
Flat Sapphire Crystal with anti-reflective coating to provide scratch resistance and clarity in bright light.
Bezel Details
Fixed, smooth bezel with a bead-blasted stainless steel finish, matching the case body.
Crown & Pushers
Large, knurled screw-down crown at 3 o'clock, designed for easy grip. No pushers (non-chronograph).
Bracelet or Strap
Heavy-duty brown leather strap with contrast cream stitching and a signed stainless steel tang buckle.
Caseback Details
Closed, screw-down stainless steel caseback featuring the Tsovet logo, reference numbers, and 'Swiss Made' engraving.
Movement Type
Swiss Quartz (typically a Ronda 513 or similar high-quality quartz caliber), providing reliable timekeeping without the need for winding.
Water Resistance
100 Meters (10 ATM). While rated for swimming, the leather strap and non-diver nature make it better suited for land use and occasional splashes.
Origin & Provenance
Swiss Made. Components are sourced globally but movement installation and final assembly occur in Switzerland.
Age Estimate
Circa 2011-2015. This specific 'LX' (Luxe) series was a core part of Tsovet's premium Swiss-made offering during their expansion period.
Cultural Significance
Tsovet was part of a wave of 'New Americana' watch brands in the early 2010s that focused on oversized, minimalist aesthetics, influencing the move toward cleaner, more graphic dial designs in the fashion-forward luxury segment.
Condition Notes
The watch appears in Good to Very Good condition. The bead-blasted finish is prone to 'smudges' or shiny spots if scratched. The leather strap shows natural patina and creasing from wear.
Value Estimate
$250 - $450 USD. Value is driven by the Swiss-made assembly; however, quartz fashion-leaning brands generally have lower resale value than mechanical heritage brands.
Care & Maintenance
Battery replacement approximately every 3-5 years. The leather strap should be kept away from water to prevent rot. Ensure the screw-down crown is fully secured to maintain water seals.
Similar Watches
Laco Paderborn (Traditional German Flieger), IWC Big Pilot (High-end Luxury counterpart), Stowa Flieger Klassik, Bell & Ross BR 123.
Interesting Facts
The brand's founder, David Bonaventura, was inspired by vintage aeronautical gauges and industrial equipment. Despite being a California-based brand, the LX series used Swiss movements to appeal to serious enthusiasts.