Corum New Partner of the Fondation de la Haute Horlogerie

The Fondation de la Haute Horlogerie (FHH) was created in Geneva in 2005 to make the heritage and values of fine watchmaking, and its precious timepieces, more widely known across the world. The Foundation believes that fine watchmaking symbolises a culture and know-how which are embodied in exceptional products and represent a unique storehouse of history, savoir-faire, creativity and centuries-old skills from which it derives its credibility. The purpose of the Foundation is therefore to promote this culture and expertise, hand its values down to new generations and convey its ethical message.

The objectives of the Fondation de la Haute Horlogerie and the standards it epitomizes are in perfect harmony with the new strategy established by Corum’s current President, Michael Wunderman, and CEO, Antonio Calce; their aspiration is to reposition the brand in the luxury segment and restore its historical legitimacy. With that aim in mind, the collections are being refocussed on the four pillars represented by the Admiral’s Cup, Romulus, Golden Bridge models and the exceptional pieces. The intention is to achieve global coherence of the product with the brand image by maintaining a perfect balance between creativity and quality.

This revitalization of CORUM products consequently also involves a new strategy for the movements. “We intend to propose movements specially developed for each of the four pillars on which our product offering is now based. Each pillar will have a supplier whose profile corresponds to the exact spirit of the particular collection”, Antonio Calce explains. In parallel with this product strategy, CORUM is rebuilding its distribution network by reducing the number of points of sale across the world, appointing regional managers and establishing more sustainable relations with its distributors.

The new Admiral’s Cup collection has already been designed with this coherent approach in mind. Corum will be exhibiting a model from this collection, its latest Admiral’s Cup Challenge 44 chronograph, from 7 to 9 December in Paris, on the occasion of the first edition of “Belles Montres”, at the Salon International de l’Horlogerie de Prestige in the unique setting of the Carrousel du Louvre. Here, the Fondation de la Haute Horlogerie will be presenting for the first time in Paris its mission and activities through a unique exhibition entitled: “The chronograph, an expression of our modern times”.

This will be an opportunity for Corum, as a partner brand of the FHH, to present itself to a large audience who will be able to discover a world habitually reserved for a privileged clientele or devotees of fine luxury watchmaking.

Corum is an independent family-owned company producing high quality Swiss watches since 1955.