Montres Corum Sàrl, commonly referred to as Corum, is a Swiss luxury brand and watch manufacturer established and based in La Chaux-de-Fonds, Canton of Neuchâtel. Founded in 1955 by René Bannwart, Corum displays a determination to position itself at the forefront of the Swiss watch industry. Adopting creativity and boldness as its guiding principles, Corum is recognized for the aesthetic appeal of its models and its technical excellence.
The company, managed by a management committee of three diverse leaders, is owned by Hong Kong-based Citychamp Watch & Jewellery Group Limited together with Ernest Borel and Eterna.
History
The adventure began with René Bannwart. With his strong entrepreneurial spirit and watchmaking experience acquired from the most prestigious watch manufacturers, he founded his brand and created Corum in 1955 with his uncle Gaston Ries and his niece Simone Ries in La Chaux-De-Fonds, also known as the capital of the watchmaking industry.
Corum was first located in the Rue Des Parcs. Today, Corum is located at Rue du Petit-Château.
Behind the many technical achievements (baguette movement of the Golden Bridge) and aesthetic achievements (Coin Watch, Feather, Bubble), Corum continues the tradition of high-quality watchmaking that is ahead of its time.
To offer unconventional watches that differ in design and quality, soon after its establishment, Corum introduced a watch made out of a $20 Double Eagle gold coin, which was an instant best-seller. This became one of its signature pieces.
Corum's current collections – Admiral, Golden Bridge, Heritage, Bubble, and LAB – feature innovative and distinctive designs and are equipped with sophisticated mechanical movements.
Founder
René Bannwart is a longtime fixture in the watch industry. He created the Corum brand in 1955, after having written major pages, firstly at Patek Philippe where he entered in 1933, then at Omega where he created and runs the first creation department, behind the iconic Constellation model. An adept at streamlining, he brings out other striking models under his own colors: the Sans Heures, a watch without index whereby only the position of the hands indicates the time; the Romvlvs, whereby the hours in Roman numerals are engraved on the bezel; in 1960, the Admiral’s Cup, the first water-resistant square watch which became dodecagonal in 1983, referring to the 12 water flames; finally, the Coin Watch, a watch without cover whereby the extra-flat movement is put in an authentic gold coin.
In January 2010 its founder René Bannwart, died at the age of 95.
Organization
In January 2000, Corum was acquired by a new owner and CEO, Severin Wunderman, who built up a multi-million dollar business in luxury watches.
Severin brought to Corum, his daring and innovative designs that would once again prove successful. Severin launched a new Bubble collection made up of original designs, by bringing his contemporary vision of the classic watchmaking universe. He also re-launched the legendary Admiral’s Cup and Romvlvs lines giving them new identities and purpose.
On 25 June 2008, Severin Wunderman died at the age of 69.
In April 2013, Corum was purchased by Citychamp Watch & Jewellery Group Limited (formerly China Haidian Holdings Limited Group).
Models
Admiral (formerly Admiral's Cup)
The Admiral's Cup, now referred to as Admiral was introduced in 1960 in homage to the Admiral's Cup race, first held in 1957. The Admiral embodies Corum's idea of maritime watchmaking. This first watch was square, water resistant, and had a sailboat engraved on the back. It had little resemblance to the current Corum Admiral watches with their twelve-sided (dodecagon) case design and nautical pennants as hour markers decorating the face.
Over the years, it has transformed to become a modern-day icon that embraces the lifestyle attitude made for today’s navigators and sailors of life.
Bubble
Created by the owner of the brand at the time, Severin Wunderman introduced the Bubble in 2000, which is a unique creation with a size and shape totally unprecedented in watchmaking. It had an unusual huge sapphire glass face, and the domed sapphire crystal gives the timepiece an interesting, oversized look, and a playful twist on proportions to give a wider view of the watch face. This iconic feature makes it one of the most recognizable watches of its time, and over the years, the collection continues to showcase the brand's creativity, and boldness in design and high watchmaking industry.