We discuss the updated Admiral line and plans for reviving the brand.
Recently, Corum introduced new models and a strategic plan to revive the brand. As a reminder, last spring the company returned to the hands of Swiss investors after many years under the management of the Hong Kong group Citychamp Watch & Jewellery Group.
The new group of Corum owners is led by the current CEO, Haso Mehmedovic, a professional watchmaker who previously served as Corum's Director of International Sales.
At the company's headquarters in La Chaux-de-Fonds, the updated Admiral line was presented. The line will feature 11 models in total, with 6 models having 39mm cases and the remaining 5 with 36mm cases. The number of references is planned to be reduced from 250 to 21. The price of the watches will start at CHF 10,000 and go up to CHF 33,000.
The new design of the collection, in which Emmanuel Gueit (creator of the Royal Oak Offshore) participated, is inspired by the original 1983 Admiral model. The watches feature an integrated bracelet, an updated dial, and a new movement developed by the Swiss company Concepto Watch Factory. With a balance frequency of 28,800 vph, the movement provides a 72-hour power reserve. It was developed to allow for the integration of various complications in the future.
It is known that Corum will start with about 1,500 watches per year and plans to increase production volumes as new models are added. This year, the company will also introduce 6 Golden Bridge models with sapphire cases, limited series of coin watches, and Golden Book models.
Among other changes, it is important to note the reduction of the retail network from about 300 to 70 sales points. Currently, the company employs around 15 people. Haso Mehmedovic plans to revive the glory that Corum had in the 1990s when the company produced watches with unusual designs.