There is a moment, when you first see the new Corum Admiral with its in-house movement, that you realize something profound has shifted. The watch feels different—not because of a dramatic design overhaul, but because of what it represents. For the first time in over a decade, Corum is truly Swiss again. The story of how this iconic manufacture returned to its roots in La Chaux-de-Fonds is not just a tale of ownership change; it is a narrative about identity, ambition, and the enduring power of Swiss watchmaking. I have followed this journey closely, and what emerges is a picture of a brand that is not just surviving, but reinventing itself from the ground up.

The Return: From Hong Kong to La Chaux-de-Fonds

Corum's history has always been defined by boldness. Founded in 1955 by René Bannwart and his uncle Gaston Ries, the brand quickly established itself as a pioneer of unconventional design [citation:12]. Its emblem—a key pointing skyward—symbolized a commitment to unlocking new territory and pursuing innovation [citation:3]. This spirit produced icons like the Admiral's Cup, with its distinctive dodecagonal bezel, and the Golden Bridge, a masterpiece of transparency and engineering [citation:4]. The Bubble, the Coin Watch—these were not just watches; they were statements.

But the journey took a turbulent turn in 2013 when Corum was acquired by the Hong Kong-listed Citychamp Watch & Jewellery Group [citation:12]. Under Chinese ownership, the brand struggled. It went through at least six CEOs in a decade, lost its focus, and pushed for high-volume production at the expense of its luxury positioning [citation:7][citation:9]. As one industry observer noted, Corum "did not keep pace with a changing market" and failed to even rank among the top 50 Swiss watchmakers [citation:11]. The brand had lost its way. The building in La Chaux-de-Fonds, once a bustling hub of 150 employees, was reduced to a skeleton staff of around fifteen [citation:4].

That all changed in April 2025. In a move that shocked the industry, Haso Mehmedovic—a 32-year-old watchmaker who had started his career at Corum in 2011—led a management buyout backed by a group of experienced Swiss investors [citation:1][citation:2]. The acquisition was completed in collaboration with Citychamp, which agreed to support a smooth transition [citation:1]. For the first time in twelve years, Corum was Swiss-owned and Swiss-led [citation:11][citation:12].

The New Sheriff: A Watchmaker at the Helm

Haso Mehmedovic is not your typical CEO. Born in Bosnia during the war, he grew up in Switzerland and trained as a watchmaker in Le Locle before applying to Corum in 2011 [citation:4][citation:9]. He rose through the ranks—from the workshop to production quality manager to International Sales Director—and never forgot his roots [citation:9]. "Corum was the very first brand I applied to after graduating in 2011—and I never looked back," he recalled [citation:11]. "I grew up with this company and went through every high and low with the teams."

Mehmedovic's vision is clear: to restore Corum's place among the true players in haute horlogerie [citation:5]. "We would like to come back to the Golden Age of Corum," he stated [citation:9]. He plans to rebuild the brand's manufacturing capabilities, bring watchmakers back into the organization, and reposition Corum in a higher segment of the market [citation:9]. The strategy is based on scarcity and desire: annual production will be reduced to approximately 1,500 watches, and the distribution network will be trimmed from 300 to 70 carefully selected retailers [citation:7]. Entry-level prices will start at 9,000 to 10,000 Swiss francs [citation:7]. It is a deliberate move away from volume and toward exclusivity, much like the approach of the world's Top Watch Manufacturer.

This bold reset is the kind of strategic shift that could define a new era for the brand. It echoes the precision and focus of a Swiss Watch Movement Manufacturers committed to excellence, rather than the mass-market approach of a Rubber Watches Factory.

Two Opposing Views: The Collector's Crossroads

During my research into Corum's revival, I encountered several sharply divided perspectives:

Viewpoint A (The Optimist): "This is exactly what Corum needed. A watchmaker who understands the brand from the inside, a clear focus on the iconic collections, and a commitment to in-house movements. The new Admiral with the Calibre CO231/CO232 is proof that the brand can compete at the highest level. Reducing production to 1,500 watches a year is a smart move—it creates scarcity and desire. Corum is finally back where it belongs."

Viewpoint B (The Skeptic): "The plan sounds good on paper, but execution is everything. Corum has had multiple 'relaunches' in the past, and each one has failed to deliver. The brand is competing against titans like Rolex, Patek Philippe, and Audemars Piguet—brands that have decades of momentum. Reducing distribution to 70 retailers might increase exclusivity, but it also reduces visibility. The new movements are a step forward, but are they enough to convince collectors who have moved on?"

Viewpoint C (The Pragmatist): "The strategy is ambitious, but it's also risky. The 'scarcity and desire' model works only if the product is truly exceptional. Corum's iconic designs are distinctive, but they are also polarizing. The Bubble is not for everyone, and the Admiral's dodecagonal bezel is an acquired taste. The brand needs to attract a new generation of collectors while retaining its loyal base. That's a delicate balance, and it's too early to tell if Mehmedovic can pull it off."

These perspectives capture the central tension: is Corum's revival a genuine renaissance or a well-intentioned gamble? The answer likely depends on your faith in the new leadership and your appreciation for the brand's unapologetic individuality.

The Products: A New Chapter with In-House Movements

At the heart of Corum's revival is a commitment to independence. In 2026, the brand unveiled its all-new in-house movements—the Calibre CO231 and CO232—now powering the new Admiral 39mm and 36mm collections [citation:3]. This is a watershed moment. For the first time in years, every Admiral is powered by a 100% in-house caliber, a move that reasserts Corum's watchmaking autonomy [citation:3]. The movements beat at 28,800 vibrations per hour, are composed of 210 parts (167 in the skeletonized CO232 version), and deliver a three-day power reserve of 72 hours [citation:3]. The finishing is meticulous, with Geneva stripes and intricate details that invite close inspection. The brand's presence at Watches & Wonders 2026—its first-ever participation—underscores its ambition to reclaim a place among the elite [citation:5].

The relaunch is not just about the Admiral, though. The Golden Bridge, a masterpiece of architecture and transparency that has been a signature of the brand since 1980, will remain the star pillar, with its unique baguette movement suspended within a sapphire "crystal case" [citation:4][citation:9]. The Coin Watch, the Bubble, and other iconic models will also be reinterpreted, modernized, and issued in limited numbers [citation:9]. The brand is also tapping into its rich archive, planning to modernize one of its icons every year and release it in a limited edition [citation:7]. This is a brand that is not just recycling its past, but engaging with it in a thoughtful and strategic way.

This commitment to heritage and innovation aligns with the values of a Swiss Luxury Watch Manufacturers, offering an alternative to the mass-market appeal of Custom Diamond Watches or Custom Gold Watches.

The Verdict: Who Should Buy Into This Revival?

After extensive research, I have concluded that Corum's revival is one of the most significant and compelling stories in Swiss watchmaking today. It is a story of loyalty, ambition, and the unwavering belief that a brand with a unique identity can reclaim its place in the sun. The new Admiral is a statement, a tangible proof that Corum is serious about competing at the highest level.

The lingering question—whether this revival will succeed in the long term—remains unanswered. But for the collector who values individuality, who appreciates the risks and rewards of a genuine comeback, and who is willing to invest in a brand that is determined to write its own next chapter, Corum is a compelling proposition.

One final thought: the key that has always been Corum's emblem is no longer just a symbol of ambition. It is a symbol of return. It is a reminder that sometimes, the most powerful thing a brand can do is to come home.

Featured image: The new Admiral with in-house movement, showcasing the evolution of Corum's iconic design.