Corum is Back in Swiss Hands And Announces a Global Relaunch

The La Chaux-de-Fonds-based watch brand Corum is celebrating its 70th birthday this year with a very special surprise. Following a management buy-out, the company is once again 100 per cent under Swiss management.

Golden Bridge Serpent from 2024

Corum stands for unusual designs as well as innovative technologies. Examples include the Golden Bridge with a baton movement, the stately Bubble with a hemispherical domed sapphire crystal, the Admiral with a dodecagonal bezel and the Coin Watch, a favourite of US presidents. The worldwide sales network currently comprises 300 points of sale.

Admiral 42 Ceramic from 2023

Corum is planning a global relaunch for 2026

Whether the collection structure will remain the same in the future will become clear next year at the latest, as the new CEO Haso Mehmedovic is planning a global relaunch of the brand for 2026. 

Mehmedovic, who started his career as a watchmaker at Corum 15 years ago and most recently held the position of Head of Sales, took over the company as part of a management buy-out. He received support from several Swiss investors from the luxury and financial sectors who do not wish to be named.

In 2013, the Citychamp Watch & Jewellery Group took over Corum. The Hong Kong listed company now ensures a smooth transition to Haso Mehmedovic as CEO, including assets, patents, intellectual property and archives.

The Citychamp Watch & Jewellery Group also owns the watch brands Eterna and Rotary, distributes other third-party brands and manufactures affordable mechanical movements, fashion watches and OEM accessories for international brands.

Corum CEO Haso Mehmedovic

CEO Haso Mehmedovic says about the future of Corum:

“We have an enormous opportunity ahead of us: to restore Corum to its rightful place in Swiss watchmaking. (…) We will strengthen our distribution, consolidate key markets, open up new horizons – and above all, bring Corum back into the spotlight of collectors and enthusiasts worldwide. I am proud to start this new chapter together with a talented and dedicated team that represents the values of Swiss watchmaking and shares a common long-term vision. We have reached a constructive agreement with Citychamp Watch & Jewellery Group Limited. Whilst safeguarding its own interests, it has shown sincere goodwill and a genuine desire to restore Corum to the place it deserves. A place it should never have left.”

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