Swiss Buyout Of Corum Marks Bright New Era

About a week ago, Corum announced a seismic shift in its future: a management buyout led by Haso Mehmedovic, the brand’s International Sales Director, backed by a group of seasoned Swiss investors. For most people, this might have read like just another business transaction in the watch world. For me, it meant much more.

I’ve taken a bit of time to reflect before writing about this news, and that’s because I have a long, deeply personal history with Corum. I entered the watch industry 40 years ago, and Corum was among the first brands to capture my imagination. In the mid 1980’s, I had the privilege of meeting  Rene’ Bannwart, founder of the brand and the person in charge at the time. I;v e had the good fortune to conduct multiple interviews with the brilliant Vincent Calabrese, the master watchmaker behind the groundbreaking Golden Bridge movement.

I was there when Corum was making headlines with its sailing watches, its iconic Coin Watch, and many others – where the brand was often celebrated for its avant-garde spirit. Corum, over the years,  had an uncanny ability to fuse creativity with credibility. Under Severin Wunderman, Corum transformed yet again — remaining inventive, audacious, and utterly unforgettable. Wunderman was the man behind the now-famed Bubble.

Over the decades, I’ve loved watching the brand morph, rise, and reinvent itself numerous times while always staying true to its past and its innovative spirit.

After Corum was sold in 2013 to Citychamp Watch & Jewellery Group Limited, a Hong Kong-listed company, the brand gradually receded from the spotlight. About five years ago, it launched its “Risk is the Reward” campaign and asked journalists to weigh in.

But, particularly since the pandemic, I began to worry. New launches were sparse, often limited to dial changes or color updates. The boldness that once defined Corum felt muffled. And for those of us who have long followed the brand’s trajectory, there was real concern that this once trailblazing name might be losing its way.

So when the announcement came on April 30, 2025 — in the year of Corum’s 70th anniversary, no less — I felt a wave of relief and optimism.

The buyout, led by Mehmedovic — who began his career at Corum as a watchmaker 15 years ago and worked his way through every department to become CEO and Chairman of the Board — marks a return to 100% Swiss governance. Backed by experienced investors from the luxury and finance sectors, this move places Corum once again in the hands of people who understand and value what makes it special.

According to sources, the handover from Citychamp was collaborative and respectful, ensuring a clean slate and a solid foundation for rebuilding. All industrial and commercial assets — patents, intellectual property, archives — remain in Switzerland.

The message from the new leadership is clear: they intend to reignite Corum’s creative force, reinforce its distribution network, and relaunch globally in 2026 with a renewed emphasis on heritage and innovation.

Mehmedovic’s words are not those of a corporate outsider or opportunist. They’re the words of someone who has grown up with Corum, who knows its potential intimately, and who clearly has a vision to restore its rightful place in Swiss watchmaking. “Today, we’re putting bold creativity and innovation back at center stage,” he said. “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.”

To me, this buyout is the best thing that could have happened to Corum at this point in time. I am particularly hopeful for the US market, where Rich Louis has been heading up distribution and working with the finest retailers, and if Mehmedovic’s plan to reinforce distribution works, Corum will be strong again in America.

So, as mentioned, I am happy about this Swiss ownership. Corum has too much history, too much character, and too much untapped potential to be allowed to fade into quiet irrelevance.