Corum partners with FHH, refocuses collections
December 11, 2007

Geneva—Corum has signed a partnership agreement with the Fondation de la Haute Horlogerie (FHH) “to create long-term value,” according to the luxury watch brand.

Corum’s aspiration is to reposition the brand in the luxury segment and restore its historical legitimacy.

To that end, the company is refocusing its Admiral’s Cup, Golden Bridge and Romulus collections with a balance between creativity and quality that achieves global coherence of the product’s brand image, as well as creating a new strategy for its movements.

“We intend to propose movements specially developed for each of the four pillars upon which our product offering is now based,” Corum’s General Manager Antonio Calce said in a media release. “Each pillar will have a supplier whose profile corresponds to the exact spirit of the particular collection.”

To coincide with this new strategy, Corum is also rebuilding its distribution network by reducing the points of sale globally, appointing regional managers and strengthening its relationships with distributors.

Corum recently exhibited its Admiral’s Cup Challenge 44 chronograph from the new Admiral’s Cup collection, which has already been designed with this consistent approach in mind, from Dec. 7-9 in Paris. The occasion was the first edition of “Belles Montres” at the Salon International de l’Horlogerie de Prestige in the Carrousel du Louvre, and the first time the FHH introduced its mission and activities in Paris through an exhibition titled “The Chronograph, an Expression of Our Modern Times.”