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Version vom 27. Februar 2011, 02:33 Uhr
Corum
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Proclaimed by the CEO of CORUM, this succinct phrase aptly and concisely sums up the current brand philosophy.
After over fifty years of existence, driven by a passion for fine watchmaking and the creation of unique and original models, CORUM felt the need for regeneration. Its new owners, Severin Wunderman and his son Michael, gave it the necessary fresh momentum at the very dawn of the new millennium, in January 2000. With the nomination of the new CEO, Antonio Calce, the implementation of the new strategy became truly effective by moving the brand firmly upscale and repositioning it in harmony with its historical sphere of legitimacy.
This repositioning is now expressed by refocusing the collections on four pillars, represented by the Admiral’s Cup, Romvlvs, Golden Bridge and Watchmaking Specialties lines.
Admiral’s Cup – the contemporary sporting expression of the brand, immediately identifiable by its twelve-sided bezel and its flange bearing the 12 nautical pennants in place of hour markers.
Romvlvs – an interpretation of the classic canons of fine watchmaking in harmony with the noblest Swiss traditions, immediately identifiable by the Roman hour-numerals engraved on the bezel.
Golden Bridge – an interpretation of Haute Horlogerie through a tribute to transparency due to an exclusive linear movement featuring exceptional properties.
Watchmaking Specialties – an interpretation of artistic crafts giving free rein to the brand’s “extreme” creativity.
The process of product renewal also implies a new strategy in terms of the conception and choice of movements resulting in developments specific to each of the four pillars in the CORUM range. The global aim is to ensure the products are entirely consistent with the qualities of excellence and creativity on which the brand legitimacy is grounded.
The Long term Vision and Philosophy of CORUM is to create high-quality timepieces endowed with added value based on the excellence of the movement, the boldness of the designs, the appropriate use of materials and the consistent care lavished on details and finishes – in complete harmony with the brand values and with the spirit of each model.