Corum's Revival: New Admiral Launch and Brand Relaunch
Corum’s recent resurgence began after a buyout led by longtime watchmaker Haso Mehmedovic, who returned the brand to Swiss ownership and set out to revive its heritage. Partnering with the movement specialist Concepto, Corum developed the new in‑house calibre CO231 within eight months, enabling the launch of a refreshed Admiral collection that blends the classic 12‑sided bezel with modern materials such as steel, rose gold, and titanium, and offers a range of dials from sunray and meteorite to a pioneering skeletonised version. The new Admiral models feature a 72‑hour power reserve, 4 Hz frequency, and prices ranging from roughly £10,150 to £31,250, reflecting Corum’s return to the high‑end market. While the flagship watch signals a strong start, the brand also promises future releases, including a revamped Golden Bridge and limited editions, indicating an ambitious roadmap to re‑establish Corum’s position in haute horology.
Buying Time Analysis: This story is important because it chronicles Corum’s strategic revival under new Swiss ownership, highlighting the return to in‑house watchmaking and the launch of a flagship Admiral model that reestablishes the brand’s heritage, technical innovation, and market relevance.
