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Who's Who, Corum

WHO'S WHO

Corum has a certain degree of unpredictability that many watch lovers find attractive. Present-day Corums are nothing like those that have gone before, and it’s impossible to predict what Corum’s effervescent CEO , has in mind for the years to come.

The brand is independent in many ways – something that has not escaped Laurent Picciotto’s attention. “Thirty years ago, Corum was the brand that produced timepieces featuring peacock feathers, Rolls Royce badges and dollar bills. That wasn’t necessarily to everybody’s taste – but it showed that it was a brand with an independent mindset and culture, unafraid to go its own way and unfazed by prevailing design codes.”

One of the items developed by Corum was more of an entry-level timepiece, but one connoisseurs will still remember – the Bubble. This item made a watchmaking brand accessible for a number of watch lovers – but in doing so, torpedoed the prestige positioning Corum had established for itself. 

Over the next twenty years, Corum concentrated on recovering its credibility on the haute horlogerie market. It was during this comeback that Chronopassion wagered on the brand’s success, notably when Corum offered such daring models as the Golden Bridge and the Ti-Bridge. “The Golden Bridge Lady was a model that went down really well with our female clientele,” recalls Laurent Picciotto. “The brand is now developing very fine complicated timepieces, including tourbillons and minute repeaters. We have high hopes of the brand for the future.” Corum has been in Chronopassion showcases since 2009 – and is not about to be ousted.

Journalist : Olivier Mûller 12/2012