⏱ 1 min 30 read
Background
Corum is a watch brand founded in 1955 in La Chaux-de-Fonds. From 2013 to 2025, it belonged to a Chinese group. During that period, the brand went through repeated repositionings and changes of management. In 2025, one of its executives, Haso Mehmedovic, led a management buyout financed by two investors.
The key points
Back in Swiss hands, Corum has quickly recovered, according to 24 heures on 8 November 2026. Its new owner, Haso Mehmedovic, rose through every level of the company, from the workshop to management. The iconic Admiral and Golden Bridge collections now form the core of the range.
In an interview with Europa Star published in April 2026, the CEO set out his strategy. The range has been cut from 225 to 20 references, positioned above CHF 10,000. A new 210-component calibre was developed in eight months with the manufacturer Concepto. It offers 72 hours of power reserve.
The sources differ on past instability: 24 heures mentions seven CEOs in ten years, while Europa Star cites six.
Key figures
- 80 % : share of revenue generated by the Admiral and the Golden Bridge
- 1500 : approximate number of pieces produced, according to the announced strategy
- 300 to 70 : reduction in the number of points of sale
- 15 : approximate number of employees in April 2026, compared with 150 in 2011
What it means for businesses
- Retailers : a network narrowed to the best partners, with the United States and then Japan as priorities
- Subcontractors in the Jura Arc : assembly, currently carried out at Concepto, is to return to La Chaux-de-Fonds
- Jobs : the brand is strengthening its teams, particularly with watchmakers
Analysis
- According to Europa Star : the Corum case showed how hard it is to set a coherent strategy far from Swiss watchmaking culture
What's next
- Heritage programme: two to three historical models relaunched each year as limited editions
- A new movement for the Golden Bridge is announced for 2027
