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Since Corum, a company founded in 1955 by watchmaker Gaston Ries and his nephew Rene Bannwart with a clear and unequivocal commitment to quality, creativity, and first-class craftsmanship, and the majority of its shares were sold to the businessman Severin Wunderman several years ago, a remarkable change has been taking place. The result is that the image and market positioning of the former "maitres artisans d'horlogerie" have changed.
In the early years of the brand, there was one watch at the center of attention: The Admiral's Cup, whose numerals were printed in the color combinations of the international semaphore alphabet, and which was for years the
"flagship" of the collection of the self-titled "master watchmakers." This watch line, named for the yearly sailboat regatta run off the coasts
of England and Ireland, was the unmistakable identifying product of this brand for quite some time. In the meantime, this model family has been re-Iaunched after undergoing a few tactful modernization measures, continuing the story of this remarkable watch for a few more decades.
Corum proved its horological competence with the many different and unique designer pieces, such as the Golden Bridge with its delicate baton movement in a case of sapphire crystal and the
polished, mechanical complication watches.
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In cooperation with the most reputable of ateliers, the palette created ranged from watchmaking highlights such as a minute repeater and a skeletonized tourbillon movement to movements with bridges made of completely transparent sapphire crystal - each one horological jewels to make any connoisseur's wrist tingle.
Under the influence of Wunderman, former licensed producer of Gucci watches, the collection has been completely reworked and extended by an impressive number of new models. Thus the brand has gained a new, unconventional, and fresher image, awaiting its customers at every trade show with new surprises.
The grandiose epithet" Maitres Artisans d'Horiogerie" has been replaced by the simple, internationally understood phrase "Swiss Timepieces," and the current watch palette appeals less to the traditionalist than to the solvent consumer with the courage to wear unusual design. This is very clear in the model families Bubble and Trapeze. The Bubble, which caused quite a stir a few years ago when it was first introduced and whose special characteristics are the highly domed case and sapphire crystal reminding one of a thick magnifying glass, is no longer available only as a "plain" men's or women's watch but can be had as a chronograph or a GMT with a printed map of the world or the mischievous, diabolical likeness of a little devil.
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Corum
LLC 3 Mason
Irvine, CA 92618
Tel.: 949-458-4200
Fax: 949-458-1258
www.corum.ch
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