Corum builds on 55 years’ existence to achieve coveted legitimacy

Since the arrival, in 2005, of Antonio Calce as Vice President Operations, at the behest of Severin Wunderman, Corum has slowly but surely repositioned itself around what it refers to as its four cornerstones, namely the four collections that now symbolise the brand: Admiral’s Cup, Romvlvs, Golden Bridge and Artisans. What more perfect timing for the two anniversaries which the brand celebrates this year: 50 years for Admiral’s Cup and 30 years for Golden Bridge. Not surprisingly, the models unveiled in Basel were largely dominated by tributes to these two iconic lines.

With these foundations laid, the brand is now embarking on a second strategic phase, the main elements being to integrate the different professions within its manufacture, and to develop its distribution network. The planned construction of a new assembly plant on land next to the existing building will consolidate integration, which is already in progress. Turning to distribution, the brand opened its first own-name store in Hong Kong last December and is integrating certain markets such as the United States.

Admiral's Cup 2010

Half a century after its creation, the Admiral’s Cup retains its distinguishing features with the exception of a redesigned bezel and the 12 nautical pennants, which go from colour to monochromatic, to bring a more contemporary feel. Nowhere are these changes, which apply across the range, more striking than on the black PVD titanium models, especially the women’s chronograph with 66 diamonds set in the bezel, the Admiral’s Cup Foudroyante and the Admiral’s Cup Centro chronograph.

Another head-turner in this sports line is the Admiral’s Cup Minute Repeater Tourbillon whose movement was overseen by Corum’s technical design bureau. Only 12 of this model will be produced each year. Unusually, the minute-repeater is activated by rotating the bezel. However, this year’s major launch remains the Admiral’s Cup Deep Hull, designed for deep-sea enthusiasts. Water-resistant to 1,000 metres, this new COSC-certified line is, without doubt, the cherry on the birthday cake.

Golden Bridge Tourbillon and Ti-Bridge Tourbillon

Patented thirty years ago, the baguette movement is a masterstroke that continues to ensure the brand the benefit of instant recognition. For this anniversary year, constructors at Corum’s technical design bureau, which employs seven engineers, spent two years working on the Calibre CO213. Its originality is to incorporate a tourbillon escapement into the baguette form.

The gold bridges and plate are hand-engraved. The Golden Bridge Tourbillon will be produced as a limited edition of just 33. The second interpretation of the baguette movement is the new Ti-Bridge Flying Tourbillon. The upper bridge has been removed to give the impression of an escapement that floats above the movement. The entire structure is secured in the centre of the case by cross-bars made from ARCAP, an amagnetic copper and nickel alloy. This model will be proposed as 99 pieces in titanium and 66 pieces in black PVD titanium.