Corum Returns to Swiss Hands
An iconic brand reclaims its heritage as Chinese ownership comes to an end
In a move that marks a new chapter for one of Switzerland’s most individualistic watchmakers, Corum has returned to domestic ownership. The La Chaux-de-Fonds-based manufacture has been acquired by a consortium of undisclosed Swiss investors, bringing an end to over a decade of international control.
Previously under the stewardship of Hong Kong’s Citychamp Watch & Jewellery Group — also the parent company of Eterna — Corum had seen its strategic direction evolve toward Asian markets. With the recent transition, the brand signals a renewed focus on its Swiss heritage and long-term positioning in global haute horlogerie.
Leadership Rooted in Craft
Effective 1 May, Hasko Mehmedovic, a 32-year-old Swiss national, assumes the role of Chief Executive Officer. His career at Corum began 14 years ago on the workbench as a watchmaker — an uncommon entry point for modern leadership — before progressing through the company to become International Sales Director.
This appointment reflects a continuity of experience within the maison and suggests a leadership style informed by both technical insight and operational familiarity. Industry observers have noted the significance of such a background in aligning product development with the brand’s core values.
Heritage and Reinvention
Founded in 1955 by Gaston Ries and René Bannwart, Corum quickly established a reputation for horological boldness. The Golden Bridge, introduced in 1980 with its pioneering in-line baguette movement, and the Admiral line, inspired by nautical flags, remain two of the most recognisable collections in modern watchmaking.
In recent years, the brand has experimented with broadening its appeal across different segments, including more accessible offerings. With the shift in ownership, Corum is now positioned to reassess its priorities — potentially focusing on limited production, mechanical innovation, and a refined design philosophy.
Looking Ahead
Preparations are currently underway for the launch of Corum’s next major collection, scheduled for release in autumn 2025. The brand is also confirmed to participate in Watches and Wonders Geneva 2026, where its direction under new ownership is expected to become more visible.
Though the identities of the investors remain confidential, the move is seen as part of a wider recalibration acros the Swiss watch industry, as questions of provenance, brand integrity and independent ownership regain prominence.
A Return with Purpose
The name Corum, derived from the Latin quorum, refers to the few required to make meaningful decisions — a fitting metaphor for this moment in the brand’s evolution. With its foundations once again rooted in Switzerland, and guided by leadership that has grown within its own walls, Corum stands poised to reaffirm its place in contemporary horology — not through reinvention, but through careful refinement of what it has long represented.
