Corum Is Making A Swiss-Owned Comeback — What Can We Expect?
Maybe you can’t call it a comeback — thanks, LL Cool J — but in a way, Corum is making a comeback. Founded in 1955 in La Chaux-de-Fonds, the brand recently announced a return to Swiss ownership. It was part of the Hong Kong-based Citychamp Watch & Jewellery Group for 12 years. But following a management buyout backed by a group of experienced Swiss investors, it will now be led by CEO Haso Mehmedovic, a 32-year-old Swiss national who has spent his entire 13-year career at Corum after graduating from watchmaking school in Le Locle in 2011. What can we expect from Swiss-owned Corum? Surprising and creative talking pieces are what we hope for because the brand has/had a reputation for doing the unexpected.
“Don’t call it a comeback; I’ve been here for years” is a debatable statement regarding Corum. LL Cool J rapped it in “Mama Said Knock You Out” (1990) after his grandma told him to knock out the gangsta rappers who were dissing him then. The aggressive song and accompanying music video put him back in the spotlight and made him relevant again, but he was never really gone. The same can be said about Corum. The brand was hot for a while but slowly drifted out of sight, although it never really disappeared. It just hid behind the horizon, unseen by watch fans. However, with a new CEO at the helm, Corum could navigate back into the sights of watch collectors who remember the brand from creations such as the Admiral’s Cup, Golden Bridge, and Bubble watches.
Golden Bridge Classic Serpent
Corum is making a Swiss-owned comeback — Is the world ready for a resurgence in outlandish watchmaking?
So, 70 years after its inception, Corum is back in Swiss hands. But did you know that the first Corum watch appeared in 1956? This may make 2026 a more important year. And it does because the newly appointed CEO, Haso Mehmedovic, has already announced that Corum will be presenting itself and its creations at Watches and Wonders 2026. It gives him a little time to celebrate the 70th anniversary of available Corum models by presenting mind-blowing creations in the true adventurous and bold spirit of the brand.
The current rose gold Golden Bridge
The announcement that Corum would be in Swiss hands again was met with different reactions among the Fratello team. The younger members didn’t get why the (ever so slightly) older colleagues were quite excited by the news. Those interested in and involved with watches in the early 2000s remembered the unconventional Bubble collection that caused a stir at Baselworld. Creations like the Golden Bridge and the Admiral’s Cup were relevant back then. They could become just that again quite soon.
Bubble watch
An extravagant past
Before fantasizing about what could be on the horizon, let’s quickly look at the Corum brand. I understand that a younger generation of watch enthusiasts is unfamiliar with it. Corum has always been known for its avant-garde creations. The Bubble, Golden Bridge, and Admiral collections are signature Corum creations that can’t be confused with watches from any other brands. The same goes for lesser-known models, such as the 1957 Golden Tube, a watch with a tube of gold in which the movement was inserted, or the 1958 Chinese Hat watch that evoked a pyramid-shaped hat worn in China.
The 1964 Coin watch, on the other hand, is a very famous creation. This case-back-less watch was created with an ultra-thin movement set inside an authentic gold US$20 Double Eagle coin. It also graced the wrists of US presidents and prominent figures, like Nobel Prize laureates.
Heritage Romvlvs Billionaire Tourbillon
The accidental Romvlvs watch
The Romvlvs was born under strange circumstances. It debuted at the 1966 edition of the Basel watch fair without markers on the dial, not because it was designed that way but because the supplier had omitted them. Rather than delay the launch, Corum founder René Bannwart opted for an innovative solution: he had the hour markers engraved directly onto the bezel, and it became a distinctive aesthetic of the Romvlvs collection, which is still in the current lineup.
Rolls-Royce watch
1970s and ’80s extravaganza
More extravagant stuff debuted in the ’70s and ’80s. The Feather watch, featuring genuine bird feathers, is archetypal of the 1970s. The Feather was not only outrageous and original, but it was also technically advanced. Words fail to describe the 1976 Rolls-Royce watch. Recently, however, a close friend of Fratello acquired one. This watch marked the first-ever partnership between a luxury watch brand and a prestigious automobile manufacturer.
The 1980s Golden Bridge, with its hand-engraved baguette movement behind a sapphire crystal, is a display of serious watchmaking that has aged remarkably well. The same might not be true of the 1983 reinterpreted version of the Admiral’s Cup design. Still, the 12-sided bezel and nautical pennants, which corresponded to the international maritime code and served as hour markers, made it an unmistakable Corum signature watch. Just as the Golden Bridge can show the brand’s watchmaking excellence, a revamped, future-proof redesign of the Admiral’s Cup with a hint of nostalgic flair could prove a solid basis for Swiss-owned Corum.
Corum Admiral 42
The future of Swiss-owned Corum
You would be surprised if Corum’s new CEO said anything other than, “I believe a bright future lies ahead for Corum.” But this is 2025, and the (watch) world is in turmoil. In uncertain times, people buy things they can trust, objects that comfort and reassure them. Maybe Corum can surprise and simultaneously comfort buyers who were familiar with the brand before it drifted out of relevance. Reaching a younger audience might be more difficult. If the younger authors at Fratello don’t know anything about Corum, how high is brand awareness in the real world? In case you’re curious to see what Corum is up to nowadays, you can click here.
Side view of a Golden Bridge in white gold
Again, CEO Haso Medmedovic is positive and has everything mapped out. The strategy is impressive. The Swiss investors in Swiss-owned Corum have an extensive network that the brand can use, including international distribution points. There are also strong links with Swiss suppliers of watch components. Most importantly, according to Medmedovic, the key to success is re-establishing Corum as a veritable watchmaker that makes La Chaux-de-Fonds proud. To make that happen, he will rebuild Corum’s diminished manufacturing capabilities.
Bubble 47 × Aiiroh
What do you think? Is Corum capable of making a comeback? Is the brand’s extravagant past an element that can lead to future success? Would you consider buying an Admiral’s Cup watch as, let’s say, an alternative to a sporty, outspoken model from brands like Zenith, Omega, and Ulysse Nardin? Or are you ready for a new bubbly Bubble watch? Please let me know in the comments.
