Corum is gathering speed in a quest to strengthen its position and increase its market share. The brand recently announced it had entered into an agreement with Swiss development, production and assembly maker Vaucher Manufacture Fleurier.
The two companies have already collaborated on Corum projects, including the in-line movement which is fitted in the Golden Bridge and shown off through two transparent sapphire crystals. This watch has accumulated a waiting list of two years.
The collaboration would enable Corum to internally develop its own calibres and create complicated timepieces, which would ensure the brand could survive in a crowded marketplace, said president Michael Wunderman.
Corum has worked hard over the past two years to streamline its identity, and to bring collections up to the same level of quality by being consistent with the type of movements used and the aesthetics of its watches.
To reinforce Corum's new strategy, the company has launched an advertising campaign entitled 'Unlock and Conquer'. Corum's long-term strategy is to move forward with powerful timepieces, and to create a powerful image in the mind of the public.
'We are a small brand so we have to get attention,' Mr Wunderman said. 'I'm very excited. I have a lot of confidence. We are a dramatic brand and we are grabbing the moment.'
