Corum Signals a Return with a Renewed Admiral Collection
Swiss watchmaker Corum has announced a significant step in its revival, unveiling a refreshed Admiral collection alongside a broader strategy aimed at re-establishing the brand’s position within contemporary watchmaking.
The development follows a change in ownership in spring 2025, when Corum returned to Swiss control after several years under the management of Citychamp Watch & Jewellery Group. The transition marks a pivotal moment for the brand, long recognised for its unconventional designs and technical creativity.
Source: monochrome-watches.com
New Leadership and Direction
At the centre of this new chapter is Chief Executive Officer Hasso Mehmedovic, a trained watchmaker with previous experience as the brand’s International Sales Director. His appointment reflects a renewed focus on product development and horological substance, with particular emphasis on design clarity and mechanical relevance.
The leadership team has outlined a clear objective to streamline the collection, strengthen identity and re-establish Corum’s reputation for distinctive watchmaking.
The Reimagined Admiral Collection
Presented at the brand’s headquarters in La Chaux-de-Fonds, the updated Admiral line forms the foundation of Corum’s relaunch. The collection will consist of 11 models, including six versions in 39 mm cases and five in 36 mm, reflecting a move towards more versatile proportions.
A key part of the strategy involves a substantial reduction in references, with the catalogue set to shrink from approximately 250 to just 21. Pricing for the new models is positioned between CHF 10,000 and CHF 33,000, placing the collection firmly within the competitive luxury segment.
The design draws clear inspiration from the original Admiral of 1983, while introducing a more contemporary execution. The development of the new aesthetic involved Emmanuel Gueit, best known for his work on the Royal Oak Offshore, adding notable design pedigree to the project. The watches feature an integrated bracelet, a redesigned dial and a new automatic movement developed in collaboration with Concepto Watch Factory.
Operating at a frequency of 28,800 vibrations per hour, the calibre delivers a power reserve of approximately 72 hours. It has also been conceived as a modular base, allowing for the integration of additional complications in future iterations.
Production Strategy and Future Releases
Corum plans to begin with an annual production of around 1,500 watches, with output expected to increase gradually as the collection expands. Alongside the Admiral line, the brand has confirmed the upcoming release of six Golden Bridge models housed in sapphire cases, as well as limited coin watches and new Golden Book pieces.
These releases reflect an effort to balance heritage with innovation, revisiting some of Corum’s most recognisable concepts while adapting them for a modern audience.
A More Focused Distribution Network
Another notable shift is the restructuring of the brand’s retail presence. The distribution network will be reduced from roughly 300 points of sale to around 70, allowing for greater control over brand positioning and customer experience.
The company currently operates with a lean team of approximately 15 employees, indicating a measured and focused approach to its relaunch.
Looking Ahead
Corum’s ambitions extend beyond a simple product refresh. The long-term goal is to restore the creative momentum that defined the brand during the 1990s, a period when it gained recognition for bold, unconventional designs that stood apart from traditional Swiss watchmaking.
With a refined collection, a clearer strategic direction and renewed Swiss ownership, Corum appears to be laying the groundwork for a considered return to the forefront of the industry.
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