Corum partners with FHH, refocuses collections

Geneva—Corum hlike that which 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 goal is to reposition the brand in the luxury segment and restore its historical legitimacy.

To that end, the company is refocusing its Admiral’s demitasse, Golden Bridge and Romulus collections with a stabilize between inspiration and mark that achieves universal 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 air of the special collection.”

To coincide with this new strategy, Corum is also rebuilding its distribution network past 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 time was the head 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 performance titled “The Chronograph, an Expression of Our Modern Times.”

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