【F】 Corum Is Making A Swiss-Owned Comeback

Perhaps you possibly can’t name it a comeback — thanks, LL Cool J — however in a method, Corum is making a comeback. Based in 1955 in La Chaux-de-Fonds, the model lately introduced a return to Swiss possession. It was a part of the Hong Kong-based Citychamp Watch & Jewelry Group for 12 years. However following a administration buyout backed by a bunch of skilled Swiss buyers, it is going to now be led by CEO Haso Mehmedovic, a 32-year-old Swiss nationwide who has spent his whole 13-year profession at Corum after graduating from watchmaking faculty in Le Locle in 2011. What can we count on from Swiss-owned Corum? Shocking and inventive speaking items are what we hope for as a result of the model has/had a status for doing the sudden.

“Don’t name it a comeback; I’ve been right here for years” is a debatable assertion concerning Corum. LL Cool J rapped it in “Mama Mentioned Knock You Out” (1990) after his grandma instructed him to knock out the gangsta rappers who have been dissing him then. The aggressive tune and accompanying music video put him again within the highlight and made him related once more, however he was by no means actually gone. The identical could be stated about Corum. The model was scorching for some time however slowly drifted out of sight, though it by no means actually disappeared. It simply hid behind the horizon, unseen by watch followers. Nevertheless, with a brand new CEO on the helm, Corum might navigate again into the sights of watch collectors who bear in mind the model from creations such because the Admiral’s Cup, Golden Bridge, and Bubble watches.

Corum is making a Swiss-owned comeback — Is the world prepared for a resurgence in outlandish watchmaking?

So, 70 years after its inception, Corum is again in Swiss fingers. However do you know that the primary Corum watch appeared in 1956? This may increasingly make 2026 a extra essential yr. And it does as a result of the newly appointed CEO, Haso Mehmedovic, has already introduced that Corum might be presenting itself and its creations at Watches and Wonders 2026. It provides him slightly time to rejoice the seventieth anniversary of obtainable Corum fashions by presenting mind-blowing creations within the true adventurous and daring spirit of the model.

The present rose gold Golden Bridge

The announcement that Corum can be in Swiss fingers once more was met with completely different reactions among the many Fratello group. The youthful members didn’t get why the (ever so barely) older colleagues have been fairly excited by the information. These concerned with and concerned with watches within the early 2000s remembered the unconventional Bubble assortment that prompted a stir at Baselworld. Creations just like the Golden Bridge and the Admiral’s Cup have been related again then. They may turn into simply that once more fairly quickly.

Bubble watch

An extravagant previous

Earlier than fantasizing about what could possibly be on the horizon, let’s rapidly take a look at the Corum model. I perceive {that a} youthful era of watch lovers is unfamiliar with it. Corum has at all times been recognized for its avant-garde creations. The Bubble, Golden Bridge, and Admiral collections are signature Corum creations that may’t be confused with watches from another manufacturers. The identical goes for lesser-known fashions, such because the 1957 Golden Tube, a watch with a tube of gold through which the motion was inserted, or the 1958 Chinese language Hat watch that evoked a pyramid-shaped hat worn in China.

Golden Tube (1957)

Chinese language Hat (1958)

First Admiral’s Cup watch (1960)

Coin watch (1964)

Feather watch (1970)

Redesigned Admiral’s Cup (1983)

The 1964 Coin watch, then again, is a really well-known creation. This case-back-less watch was created with an ultra-thin motion set inside an genuine gold US$20 Double Eagle coin. It additionally graced the wrists of US presidents and distinguished figures, like Nobel Prize laureates.

Heritage Romvlvs Billionaire Tourbillon

The unintended Romvlvs watch

The Romvlvs was born underneath unusual circumstances. It debuted on the 1966 version of the Basel watch honest with out markers on the dial, not as a result of it was designed that method however as a result of the provider had omitted them. Somewhat than delay the launch, Corum founder René Bannwart opted for an revolutionary resolution: he had the hour markers engraved straight onto the bezel, and it turned a particular aesthetic of the Romvlvs assortment, which remains to be within the present lineup.

Rolls-Royce watch

Nineteen Seventies and ’80s extravaganza

Extra extravagant stuff debuted within the ’70s and ’80s. The Feather watch, that includes real fowl feathers, is archetypal of the Nineteen Seventies. The Feather was not solely outrageous and authentic, but it surely was additionally technically superior. Phrases fail to explain the 1976 Rolls-Royce watch. Just lately, nevertheless, an in depth pal of Fratello acquired one. This watch marked the first-ever partnership between a luxurious watch model and a prestigious vehicle producer.

The Eighties Golden Bridge, with its hand-engraved baguette motion behind a sapphire crystal, is a show of significant watchmaking that has aged remarkably properly. The identical may not be true of the 1983 reinterpreted model of the Admiral’s Cup design. Nonetheless, the 12-sided bezel and nautical pennants, which corresponded to the worldwide maritime code and served as hour markers, made it an unmistakable Corum signature watch. Simply because the Golden Bridge can present the model’s watchmaking excellence, a revamped, future-proof redesign of the Admiral’s Cup with a touch of nostalgic aptitude might show a strong foundation for Swiss-owned Corum.

Corum Admiral 42

The way forward for Swiss-owned Corum

You’d be stunned if Corum’s new CEO stated something aside from, “I imagine a shiny future lies forward for Corum.” However that is 2025, and the (watch) world is in turmoil. In unsure instances, folks purchase issues they will belief, objects that consolation and reassure them. Perhaps Corum can shock and concurrently consolation patrons who have been conversant in the model earlier than it drifted out of relevance. Reaching a youthful viewers is perhaps tougher. If the youthful authors at Fratello don’t know something about Corum, how excessive is model consciousness in the actual world? In case you’re curious to see what Corum is as much as these days, you possibly can click on right here.

Aspect view of a Golden Bridge in white gold

Once more, CEO Haso Medmedovic is optimistic and has the whole lot mapped out. The technique is spectacular. The Swiss buyers in Swiss-owned Corum have an in depth community that the model can use, together with worldwide distribution factors. There are additionally robust hyperlinks with Swiss suppliers of watch parts. Most significantly, in accordance with Medmedovic, the important thing to success is re-establishing Corum as a veritable watchmaker that makes La Chaux-de-Fonds proud. To make that occur, he’ll rebuild Corum’s diminished manufacturing capabilities.

Bubble 47 × Aiiroh

What do you suppose? Is Corum able to making a comeback? Is the model’s extravagant previous a component that may result in future success? Would you contemplate shopping for an Admiral’s Cup watch as, let’s say, an alternative choice to a sporty, outspoken mannequin from manufacturers like Zenith, Omega, and Ulysse Nardin? Or are you prepared for a brand new bubbly Bubble watch? Please let me know within the feedback.