At a relaunch event at the company’s headquarters in La Chaux-de-Fonds, Corum executives outlined the brand’s new strategy and unveiled a new Admiral design that included early input and drawing from Emmanuel Gueit (Royal Oak Offshore, Dennison etc.), featuring an integrated bracelet and a new caliber produced by Swiss movement specialist Concepto Watch Factory. Corum will begin by making about 1,500 watches per year, with plans to ramp up production incrementally as it adds new models and designs of the Golden Bridge, coin watches, and Golden Book models.
Shifting away from third-party, off-the-shelf movements, and choosing instead to use in-house-designed calibers, as well as fewer models and a focused portfolio with a retail network reduced from about 300 to just 70, Mehmedovic says he’s aiming to return Corum to its glory days in the 1990s when the brand was known for creating unique, shaped watches with irreverent designs that fit the attitude of the era.
“Because Corum has such a huge heritage, we will work with our storytelling, and we will bring the brand back to the time in the 1990s when Corum was so powerful in the industry,” Mehmedovic, who is 34, says in the interview.
