Not all images were able to load for printing. Please close the print window and try again. Corum is Back with the Revamped Admiral 39, Powered by a Proprietary Movement
A venerable name is back on stage with a more premium product strategy.
As announced about a year ago, Corum is back in Swiss hands following a management buyout after the exit of Chinese Citychamp Watch & Jewellery Group. As Watches and Wonders is fast approaching, it is time for the new management to lift the veil on their strategy to get the brand back on track and restore the prestige it deserves. And it starts with the release of a new Admiral’s Cup collection.
As announced in a presentation held at the brand’s historical headquarters in La Chaux-de-Fonds, no revolution is expected, but the new management has focused on a series of sound strategic directions. Now with Haso Mehmedovic at the helm and backed by a group of Swiss investors, Corum will streamline the collection to focus on some of the brand’s emblematic models. From the production side, Corum also announced a transition from off-the-shelf Sellita movements to a proprietary movement developed by Concepto, with the intention to gradually shift production back to Corum, not only for watches but also for movements. This transition also implies a shift toward a more upscale positioning, as the brand will no longer compete in the accessible luxury segment. One of the main challenges for Corum will be to gain market acceptance for the evolution of its positioning and its move toward a more premium price range.
As said, to kick off this new strategy, Corum is unveiling a revamped Admiral line. The new design was created with Emmanuel Gueit, and the watches are powered by the Concepto automatic movement. Price starts just above CHF 10,000. This launch should be followed by a new Golden Bridge and the return of historic pieces such as the Coin and the Golden Book.
Founded in 1955 in La Chaux-de-Fonds, Corum is known for its bold, avant-garde designs, including iconic collections such as the Golden Bridge with its linear movement, its coin watches, the unconventional Bubble collection, the Rolls-Royce models and the nautical-inspired Admiral. While the company has been struggling over the past few years, its reputation remains strong, and the company – as well as many watch aficionados – hopes to see Corum reinstated to its rightful place in Swiss watchmaking.
For more information, please visit corum.ch.
