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On the occasion of its 70th anniversary, the Corum watch brand begins a daring strategic turn with a return to the Swiss roots. Haso Mehmedovic, a former watchmaker who has become sales director, takes the lead in the company with a Buy-Out management with Renaissance.
A symbolic operation: return to 100 % Swiss governance
This April 30, 2025, Corum announces a decisive change of course. The emblematic manufacture of Chaux-de-Fonds returns to the Swiss fold, managed by Haso Mehmedovic and a group of Swiss investors from luxury and finance environments. This takeover, made in a spirit of respectful continuity with Citychamp Watch & Jewellery Group (owner since 2013), marks a new start placed under the sign of independence and foundation found.
An internal leader, with a deeply watchmaking DNA
The course of Haso Mehmedovic perfectly embodies this renewal. Having entered Corum in 2011 as a simple watchmaker after a CFC at the Cifom du Locle, he climbed all the ladder, to the house today. This rare trajectory in the Swiss watch industry gives its takeover an undeniable legitimacy.
Cap on authenticity: return to iconic models
The new management intends to refocus Corum on its fundamentals. Several historical collections will be at the heart of the product strategy:
- Golden Bridge And its famous wand suspended in transparency, a technical and aesthetic feat.
- Bubblewith its 11 mm oversized sapphire ice cream, signature of a daring design.
- Admiraland its unique maritime complications such as lunation, tides and strength of currents.
- Watch cornerincluding the dial in authentic $ 20 Eagle piece embodies the American pioneer spirit.
This return to icons aims to reconnect corum with its original DNA: creative audacity and watchmaking innovation.
2025, transition year before a global recovery in 2026
Rather than rushing a brutal change, the management team opts for a short -term consolidation strategy. The objective is clear: stabilize (currently 300 international retailers), guarantee reliable after-sales service, and Prepare an ambitious revival in mid-2016.
“We are going to put bold creation at the heart of the project,” announces Mehmedovic. A strong promise that resonates in an industry sometimes frozen in its traditions.
A long -term dynamic carried by a clear vision
Corum has a new compact board of directors, anchored in Swiss values and turned to the future. If Citychamp’s support in the transition has been hailed, the message is clear: Corum now intends to trace its route aloneguided by those who know it intimately.
Towards a new era of Prestige watchmaker
By taking control over his destiny, Corum hopes to reconnect with his exceptional reputation in the world of independent watches. In a market saturated with repetitions and reéditions, this initiative embodies hope: that of a Swiss watchmaking capable of reinventing itself without denying itself.
For enthusiasts and collectors, 2025 and 2026 promise to be as pivotal years where it will be necessary to scrutinize the movements-literally and figuratively-of this house which may have never been so alive.
FAQ: What you need to know about the new corum era
Who is Haso Mehmedovic?
Training watchmaker, he joined Corum in 2011. Today CEO, he embodies a rare internal ascent and in -depth knowledge of the brand.
Will Corum stay in Switzerland?
Yes, headquarters and all industrial activities remain in La Chaux-de-Fonds, the brand’s historic cradle.
What happens to the former owners?
Citychamp withdraws from corum but retains other Swiss brands like Eterna. The transition agreement was cooperative and ordered.
What corum models will be relaunched?
Golden Bridge, Bubble, Admiral, Watch corner… All iconic models are at the center of the 2025-2026 strategy.
When will we be able to see the new features?
2025 will be a year of preparation and strengthening. The global revival is scheduled for mid-2026.
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