The brand's pillars

Since 2005, CORUM has undergone a complete transformation that has enabled it to achieve a perfect match between the products and the demands for quality and creativity that are the very foundations of its credibility. Its firmly upscale move is a logical result of the brand’s efforts to recapture its historical standing while significantly reinforcing its horological substance. CORUM’s substantial investments have led to the integration of watchmaking profession, the development of production tools, the enhancement of human resources and the promotion of staff training. The result is a brand once again entirely in tune with its genetic heritage. The brand’s development strategy is now set on the distribution and communication. Positioned as an exclusive brand, CORUM offers high-quality watch collections featuring an innovative and distinctive design, and equipped with sophisticated mechanical movements. Its 150 current models, spread between two key pillars – Admiral’s Cup and Corum Bridges – and one satellite pillar composed of the Romvlvs and Artisans collections, enjoy a legitimacy rooted in the brand history. The full set of collections comprises models at prices ranging from CHF 3,600 to over one million Swiss francs and giving pride of place to precious metals and horological complications.


ADMIRAL’S CUP

Admiral's Cup tourbillon © Corum

In 1960, the first interpretation of the Admiral’s Cup model paved the way for CORUM’s success. This model remains thanks to its history, which is inextricably bound up with major sailing competitions and prestigious sailors, as well as for its inimitable esthetic based on a twelve-sided case, a dial set off by twelve nautical pennants, and the Admiral’s Cup trophy engraved on the caseback. These are its distinctive and unmistakable identifying characteristics. The “Admiral’s Cup” is currently worn and represented by Ben Ainslie, one of the greatest living sailors and four-time Olympic medal winner who has already earned an impressive number of records and distinctions, and by Loïck Peyron, regarded as one of the best sailors both on multihull and monohull boats with a breathtaking list of accomplishments to his credit, including 43 transatlantic crossings and four round-the-world races. In 2010 the Admiral’s Cup collection commemorated its half century of creation. To celebrate this anniversary CORUM paid tribute to ocean enthusiasts and introduced the first divers watch, water-resistant to 1000 meters, to the collection. In 2011 and for the first time, the collection is structured into three distinct segments: Seafender, characterized by sturdy designs encompassing ultimate sports functions – Challenger, with a more sporting chic design offering a range of chronograph complications – Legend, offering more elegant and classical models featuring cases with softer lines and more classic complications. Each segment respects the identity codes of the Admiral’s Cup while speaking to another universe.


CORUM BRIDGES

Golden Bridge © Corum

The brand’s flagship complication model, the Golden Bridge was introduced in 1980 and remains a benchmark with its unique baguette movement. Moreover, it is also regarded as an avant-garde watch thanks to its movement placed in the centre of a transparent sapphire crystal case. In 2009, Corum raised the curtain on its new and exclusive caliber designed, developed and assembled in-house. The CO 007 movement is clearly inspired by the legendary Golden Bridge caliber while giving a whole new twist to the original concept; although the shape is immediately recognizable, the dimensions, the components and the technical characteristics are all completely different. In 2010, CORUM celebrated the 30th anniversary of its iconic baguette movement of the Golden Bridge and enhanced the movement with an outstanding complication; the world’s smallest tourbillon with silicon escapement. The Corum Bridges pillar experiences a substantial evolution in 2011 with the presentation of an exclusive new creation: the Golden Bridge Automatic with the first linear-winding automatic movement.