{"id":323055,"date":"2026-11-08T16:02:21","date_gmt":"2026-11-08T15:02:21","guid":{"rendered":"https:\/\/geneveinfos.ch\/?p=323055"},"modified":"2026-11-10T11:08:42","modified_gmt":"2026-11-10T10:08:42","slug":"corum-a-la-chaux-de-fonds-la-marque-relancee-en-mains-suisses","status":"publish","type":"post","link":"https:\/\/geneveinfos.ch\/en\/2026\/11\/08\/corum-a-la-chaux-de-fonds-la-marque-relancee-en-mains-suisses\/","title":{"rendered":"Corum in La Chaux-de-Fonds: the brand relaunched in Swiss hands"},"content":{"rendered":"<p class=\"gi-temps\">\u23f1 1 min 30 read<\/p>\n<h3>Background<\/h3>\n<p>Corum is a watch brand founded in <strong>1955<\/strong> 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.<\/p>\n<h3>The key points<\/h3>\n<p>Back in Swiss hands, Corum has quickly recovered, according to <strong>24 heures<\/strong> 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.<\/p>\n<p>In an interview with Europa Star published in April 2026, the CEO set out his strategy. The range has been cut from <strong>225 to 20<\/strong> references, positioned above CHF 10,000. A new 210-component calibre was developed in eight months with the manufacturer Concepto. It offers <strong>72 hours<\/strong> of power reserve.<\/p>\n<p>The sources differ on past instability: 24 heures mentions seven CEOs in ten years, while Europa Star cites six.<\/p>\n<h3>Key figures<\/h3>\n<ul>\n<li><strong>80 %<\/strong> : share of revenue generated by the Admiral and the Golden Bridge<\/li>\n<li><strong>1500<\/strong> : approximate number of pieces produced, according to the announced strategy<\/li>\n<li><strong>300 to 70<\/strong> : reduction in the number of points of sale<\/li>\n<li><strong>15<\/strong> : approximate number of employees in April 2026, compared with 150 in 2011<\/li>\n<\/ul>\n<h3>What it means for businesses<\/h3>\n<ul>\n<li><strong>Retailers<\/strong> : a network narrowed to the best partners, with the United States and then Japan as priorities<\/li>\n<li><strong>Subcontractors in the Jura Arc<\/strong> : assembly, currently carried out at Concepto, is to return to <strong>La Chaux-de-Fonds<\/strong><\/li>\n<li><strong>Jobs<\/strong> : the brand is strengthening its teams, particularly with watchmakers<\/li>\n<\/ul>\n<h3>Analysis<\/h3>\n<ul>\n<li>According to <strong>Europa Star<\/strong> : the Corum case showed how hard it is to set a coherent strategy far from Swiss watchmaking culture<\/li>\n<\/ul>\n<h3>What's next<\/h3>\n<ul>\n<li>Heritage programme: two to three historical models relaunched each year as <strong>limited editions<\/strong><\/li>\n<li>A new movement for the Golden Bridge is announced for <strong>2027<\/strong><\/li>\n<\/ul>\n<h3>Further reading<\/h3>\n<ul class=\"gi-related\">\n<li><a href=\"https:\/\/geneveinfos.ch\/en\/2026\/10\/15\/horlogerie-romande-chanel-et-f-p-journe-soffrent-ebel\/\">Ebel: F.P. Journe and Chanel buy the brand from Movado<\/a><\/li>\n<li><a href=\"https:\/\/geneveinfos.ch\/en\/2026\/11\/05\/la-chaux-de-fonds-une-masterclass-horlogere-pour-lacteur-ryan-reynolds-chez-aubert-ramel\/\">La Chaux-de-Fonds: Ryan Reynolds takes a masterclass at Aubert &#038; Ramel<\/a><\/li>\n<\/ul>\n<h3>Sources<\/h3>\n<ul class=\"gi-sources\">\n<li><a href=\"https:\/\/www.24heures.ch\/corum-la-marque-horlogere-retrouve-ses-racines-suisses-141950436137\" target=\"_blank\" rel=\"noopener nofollow\">24 heures \u2013 \u00c0 nouveau en mains suisses, Corum a vite repris des couleurs (Back in Swiss hands, Corum has quickly recovered)<\/a><\/li>\n<li><a href=\"https:\/\/www.europastar.ch\/le-dossier\/relancer-une-marque-horlogere\/2062-une-importante-strategie-de-relance-pour-corum.html\" target=\"_blank\" rel=\"noopener nofollow\">Europa Star \u2013 A major relaunch strategy for Corum<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Back in Swiss hands, Corum has quickly recovered, according to 24 heures on 8 November 2026.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,104],"tags":[127,137],"class_list":["post-323055","post","type-post","status-publish","format-standard","hentry","category-actu-suisse-romande","category-luxe-horlogerie","tag-fiche-bilingue","tag-lieu-neuchatel"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.5 - aioseo.com -->\n\t<meta name=\"description\" content=\"Corum \u00e0 La Chaux-de-Fonds : revenue en mains suisses apr\u00e8s un rachat par la direction, la marque horlog\u00e8re se recentre sur l\u2019Admiral et la Golden Bridge.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"R\u00e9daction Gen\u00e8ve Infos\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/geneveinfos.ch\/en\/2026\/11\/08\/corum-a-la-chaux-de-fonds-la-marque-relancee-en-mains-suisses\/\" \/>\n\t\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.5\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_GB\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Gen\u00e8ve Infos - L\u2019actu genevoise et romande\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Corum \u00e0 La Chaux-de-Fonds : la marque relanc\u00e9e en mains suisses - Gen\u00e8ve Infos\" \/>\n\t\t<meta property=\"og:description\" content=\"Corum \u00e0 La Chaux-de-Fonds : revenue en mains suisses apr\u00e8s un rachat par la direction, la marque horlog\u00e8re se recentre sur l\u2019Admiral et la Golden Bridge.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/geneveinfos.ch\/en\/2026\/11\/08\/corum-a-la-chaux-de-fonds-la-marque-relancee-en-mains-suisses\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/geneveinfos.ch\/wp-content\/uploads\/2026\/11\/geneveinfos-partage-2026-en.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/geneveinfos.ch\/wp-content\/uploads\/2026\/11\/geneveinfos-partage-2026-en.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2026-11-08T15:02:21+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-11-10T10:08:42+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/profile.php?id=61576016541234\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Corum \u00e0 La Chaux-de-Fonds : la marque relanc\u00e9e en mains suisses - Gen\u00e8ve Infos\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Corum \u00e0 La Chaux-de-Fonds : revenue en mains suisses apr\u00e8s un rachat par la direction, la marque horlog\u00e8re se recentre sur l\u2019Admiral et la Golden Bridge.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/geneveinfos.ch\/wp-content\/uploads\/2026\/11\/geneveinfos-partage-2026-en.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/geneveinfos.ch\\\/en\\\/2026\\\/11\\\/08\\\/corum-a-la-chaux-de-fonds-la-marque-relancee-en-mains-suisses\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/geneveinfos.ch\\\/en\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/geneveinfos.ch\\\/en\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/geneveinfos.ch\\\/en\\\/category\\\/luxe-horlogerie\\\/#listItem\",\"name\":\"Luxe &amp; 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