By Suzanne TakowSky
“When designing a watch I have a deep feeling that if I would to like to wear a style, my customers would as well. A watch is not just to tell the time—any watch can do that. A watch is part of your personality; it’s a feeling and the design of a watch completes who you are.”
Ghazaros Ghazaossin—GG—to the world is founder, owner, and creative force behind the Giantto group, a jewelry company with a nearly 100 year-old family history; more than 22 of GG’s family including his father, uncles, brothers, sisters, cousins, wife (Betty), son and daughter Anto and Taleen are in the jewelry business; other daughter Tarnar is an attorney.
GG came to the United States as a tourist with his wife more than 35 years ago. The first stop was New York, then the couple headed west, ultimately finding what he calls the most incredible city in the world, Los Angeles. Weeks after arriving GG decided he wanted to make the City of Angels their permanent home, but one obstacle stood in the way; immigration laws in the U.S. GG went to the immigration department and declared his relocating intention. He told them he was willing to do whatever it took to stay in the United States. When he inquired as to what they wanted him to do, officials turned the question back to him and asked what he could do that 
would get him some work. GG explained that he was a jewelry designer. No sooner had the words come out of his mouth than one of the immigration officers handed him a piece of paper and said, well if you are a jeweler, then draw a piece of jewelry. Which he did. And which they obviously liked because within two months he and his wife received permanent U.S. residency status.
GG opened his jewelry store in downtown Los Angeles in 1977 and for more than 33 years was content to fly solo designing for other people’s brands and being commissioned to design one-of-a-kind watches, wedding rings, belt buckles and other custom jewelry for highprofilers in the entertainment and sports industries the likes of Sammy David Jr., Magic Johnson (several of the Lakers team), Mr. T (for whom he made an spectacular diamond cross) and numerous others. GG is a man of few words when I ask about his celebrity clients, saying that he prefers to keep their identity confidential, including the celebrity who back in the day bought a watch with a price tag of $200,000, and who GG describes only as a very special client.
Three years ago GG’s son Anto along with his twin sister—both had just graduated from college—told their father it was time to spread his wings and brand his designs. That move entailed GG going ‘Hollywood’ by marketing himself as well as the Giantto jewelry line. One of GG’s creations that made a big stir and one that he is most proud of is the million dollar 650 carat diamond encrusted gold and silver microphone he made that was used by singer Toni Braxton in Las Vegas. The spectacular microphone has been copied by many performers around the world, but made out of crystals—not diamonds. ST: How did Giantto come about?
GG: Giantto is a combination of my name ‘Gi’ and my sons name ‘Anto’ which by the way happens to be my middle name; and his middle name is ‘Gi’. The timing was right for us to market our designs. I never thought about doing it before, but my pieces were being worn by people all over the world, by celebrities, shown in the movies, basketball players had them…it was time for me to go into my own business and do it myself— for myself. The company name Giantto distinguishes us and allows our customers to find our watches and jewelry wherever they are. All of this marketing excitement has made me feel like a young man, and I credit my children and wife for making it happen.”
The world is filled with designers who go to school, learn about texture and color and go out into the world to make their mark. But GG takes it a step further by marrying his old world European expertise with striking avant-garde designs and compliments that with the fact that he not only designs, but knows the business of making watches from the inside out. His son Anto, CEO of the company, has infused a youthful design approach capturing the essence of the younger crowd merging it in the world of timeless quality.
Anto has enhanced the visibility of Giantto by producing Red Carpet events, hosting fashion shows, and designing world wide advertising campaigns that pair a celebrity crowd with all the trappings of high end fashion and jewelry. “I can make a watch from A to Z. I can do the entire piece because, first and foremost my background is that of a jeweler. I believe what makes Giantto watches special is not just the outstanding quality and superior technology of the mechanical movement, but our unique look which is 100% of my own designs.” And designing watches is no easy task. Each one of GG’s watch designs can take up to one year to complete. The time and effort he puts into researching upcoming styles and trends and the needs of his clients might seem like a simple feat—but in fact, it depends entirely on 
GG’s educated move that pairs a customer with exactly the right watch. He says that watches have moved from time pieces to part of one’s jewelry collection and must fit the personality of its wearer.
Just over two years ago he acquired The Von Dutch brand and continues to create the same extraordinary custom designs for the younger crowd, keeping in mind what he refers to as ‘affordable luxury’—within their reach to buy, enjoy and be proud of. “After decades in the watch-making business it comes down to more than just taking a pencil and drawing a design or going on the computer to make a design. My designs come about because of my experience with consumers; talking with people to see what they like. It has always been my number one goal to make my clients happy.
Whether it is a watch that I make or a wedding ring design, when a person wears what I have made I want them to feel pure happiness wearing it.” Giantto has expanded world wide and is found in Germany, Italy, Spain, Turkey, Austria, Russia, throughout the middle East, Hong Kong Japan, Korea, Mexico, Canada and the Caribbean Islands. When I asked him was GG stands for— he replied ‘Good Guy’. It’s apparent that GG takes the business of watchmaking as personal as the people who buy his handcrafted time pieces. As I look around the store it becomes clear that each one of the watches in his showroom comes with a history of personal accomplishment. Watchmaking for GG is about artistry and a craft that by today’s assembly line standards has all but vanished. Nothing seems as important to him as creating a product of unparalleled superiority.
“Some people have big hands, some have small hands, some people are tall, short—no matter—when a customer leaves my store, they leave with a watch that fits them and their personality just as if it was custom made for them. It’s not just a look in a store window that people want; when a special watch goes on their wrist they get a feeling that it was made for them. This is what I love. This is my goal. Each watch that I design is like a new love for me. It takes great time and effort to complete. This is the magic secret that I put into each design— that each person who wears one of my watches feels the special feeling that I had when I made it.
