Dubai, United Arab Emirates -  30, July  2019:   Corum considers creativity and daring to be its driving force, with its DNA shaped through the history, product launches and partnerships of the brand. Today, this core identity has become the focus of the watchmaking pioneer. For Corum, going back to basics is a way of moulding and shaping its future, all while staying true to course and maintaining its stability. 

With a history built around innovation and the avant-garde, the brand has now decided to concentrate on its DNA, which is based on the creativity and daring of its products. The non-exhaustive list of Corum watches is full of world firsts: the Admiral watch (1960, first Corum collaboration with the world of sailing), the Coin watch (1964, ultra-thin movement inserted into a real gold coin), the Romulus watch (1966, hour-markers engraved on a dial), the Rolls-Royce watch (1976, the first partnership between a watchmaking company and a prestigious automobile manufacturer), the Golden Bridge (1980, revolutionary calibre, linear geartrain, arranged in the middle of a transparent case), and more recently, the Bubble watch. It is Corum’s aim to pulsate with innovative and provocative ideas in the watch industry.

It is precisely in order to stabilise and evolve with the future that Corum has been working for several months to shift its focus back to the very essence of its history, to concentrate on its existing products and to resize its Manufacture.

The current management team, comprising four members, is a strong one. This structure, chosen by owner Citychamp Watch & Jewellery group, allows the brand to act and react quickly, while also focusing on its values and real added value—essential to staying true to course. In addition, in order to develop and deploy a fresh brand-specific, product-centric art direction, a new marketing/product team has been established. 

Confident of its powerful and timeless DNA, Corum will soon present its new direction in terms of brand image and the simplification of its number of models, all to better focus on its products. The ensemble of this work will allow Corum to enter 2020, the year of its 65th anniversary, from a position of strength.