Corum is back under Swiss ownership after the watchmaker’s sales director, backed by a consortium of Swiss investors, bought the business from Hong Kong-based Citychamp Watch & Jewellery Group Limited, which has owned the company since 2013.
Financial details have not been disclosed but the deal was described as “a constructive agreement with Citychamp”.
Corum was founded 70 years’ ago in La Chaux- de-Fonds and specialised in stretching traditional boundaries in haute horology through iconic collections including the Bubble and Golden Bridges families.
But the business has not kept pace with a changing market under Citychamp’s ownership, and does not even feature in the top 50 Swiss watchmakers in Morgan Stanley’s annual report, which requires turnover of CHF 50 million to make the cut.
Haso Mehmedovic, who led the buyout, began his career aged 18 as a watchmaker at Corum in 2011 and built on that technical knowhow as he moved into more commercial roles, culminating in his position as international sales director.
He will now assume the role of CEO and chairman for Corum.
“Corum was the very first brand I applied to after graduating in 2011 — and I never looked back. I grew up with this company and went through every high and low with the teams,” Mr Mehmedovic recalls.
He is promising a reboot for the brand in 2026 but with a focus on its historic archive
“We have a tremendous opportunity ahead: to restore Corum’s rightful place in Swiss watchmaking. I know this company inside and out, its strengths and its untapped potential. Today, we’re putting bold creativity and innovation back at centre stage, and building on Corum’s unique DNA. We will be reinforcing our distribution, consolidating key markets, opening new horizons — and above all, bringing Corum back into the spotlight for collectors and enthusiasts around the world,” Mr Mehmedovic promises.
Corum currently has around 300 watch retailers worldwide, and is promising them a brighter future built on “strong, sustainable foundations with curated partnerships to ensure sterling after-sales service for clients”.