The world’s most avant-garde watches are also a little bit Belgian

This year Corum celebrate its seventieth anniversary. After a few years of absence, the unique and avant-garde watches with a touch of Belgian DNA are once again available in our market.

Text Anja Van Der Borght

Although Corum experienced its golden era under Belgian owner Severin Wunderman (from 2000 to 2008), it was René Banwart who founded the brand in 1955. This talented young Swiss climbed the career ladder step by step, learning the trade at the finest watchmakers. He first made a name for himself at Patek Philippe, then at Omega, where he founded and led the first design department, resulting in the 1948 Seamaster and the iconic Constellation. It was no surprise that a few years later, he partnered with his uncle to realize his dream of creating prestigious timepieces of the highest quality. On that day in 1955, the Corum brand was born, introducing a new way of watchmaking, with avant-garde models as a common thread. “Banwart wanted to name the watch brand ‘DuParc’ because the company was located on that street in the Swiss watchmaking heart of La-Chaux-de-Fonds, but the name had already been registered,” explains Corum ceo Haso Mehmedovic. “Ultimately, it became ‘Corum,’ derived from the Latin ‘quorum,’ meaning the minimum number of members required to make valid decisions.”

You are closing sales points in the Middle East, the US, and Asia, yet after years of absence, Corum is returning to Belgium. Why?

HM: “Corum is a niche brand, a brand for people who truly love watches and have a deep knowledge of watchmaking. That’s why we need to focus on places where we want to be present today. The Benelux market was an area I had been wanting to reactivate for some time, with serious partners who are motivated and align with the brand. Those who share the same vision and understand well how we want to approach the market. We don’t want to be everywhere, but rather in high-quality locations. Three years ago, we had over 450 points of sale; today, that number has been reduced to just 250. Over the next two years, it will decrease further to approximately 180 points of sale. However, this does not mean we are only closing stores. In an important market like Belgium, we will be opening new points of sale to further build our brand awareness and better serve our loyal clientele.”

Haso Mehmedovic: “Corum was the very first watch brand ever to collaborate with a luxury car brand, namely Rolls-Royce in 1976. The result was a watch with a grille resembling that of a Rolls-Royce. Every time I tell the story, people are impressed.”

Why is Belgium so important to you?

HM: “Belgium holds a special significance for us, much like Switzerland. Both countries are geographically close and share a passion for craftsmanship and luxury. What truly sets Belgium apart is its discerning clientele, who appreciate style and seek out beautiful, exceptional pieces. The Belgian market has a refined taste for niche watches, which perfectly aligns with our ambition to create unique timepieces that are not easily found elsewhere. We believe that our presence in Belgium allows us to connect with an audience that values quality and individuality.”

It was a Belgian, Severin Wunderman, who once designed such a unique watch for you, correct?

HM: “Absolutely! Severin Wunderman, the former Belgian owner of Corum (from 2000 until his passing in 2008), played a central role in our brand’s history. Known for his eccentric personality, he introduced the Bubble watch in 2000, which quickly became a sensation and attracted long lines of enthusiastic customers. Even today, the model remains incredibly popular. Whenever we launch a new model, Johnny Depp, for instance, always shows interest. We often see photos of him wearing different Bubble watches, models he has personally purchased one by one. Corum does not work with ambassadors and does not gift watches to celebrities. Our customers are true fans. The name Severin Wunderman will always be linked to Corum’s history, and we will continue to draw inspiration from him in the future. Where did he come from? What did he contribute to the brand’s soul? How can we continue to nourish that soul today? Wunderman was unique, and Corum is a unique brand that will continue on that path. It is a pioneering brand that has always led the way. For example, in 1976, Corum was the first watch brand in the world to collaborate with a luxury car brand—namely Rolls-Royce. Today, brands like Hublot, Richard Mille, Tag Heuer, and Jacob & Co. all have partnerships with luxury car brands, but Corum was the first with a watch that resembled the grille of a Rolls-Royce. To me, that’s exceptional, and every time I tell the story, people are impressed.”

How many Bubbles do you produce per year?

HM: “There are always collectors who absolutely want a Bubble. That’s why we launch two or three new references each year, often in collaboration with talented artists or centered around a theme that aligns with our brand identity. Our Bubbles are limited to 88 pieces—a deliberate choice. The number 8 is a lucky number in Asian culture. That’s why all our limited editions contain the number 88. It has also brought us luck, as our limited editions always sell out in no time. (laughs)”

Which model is your flagship?

HM: “The mechanical Golden Bridge for men is currently Corum’s flagship model. A remarkable watch with a baguette movement that can be admired through the sapphire glass sides, top, and bottom. The understated Golden Bridge without diamonds is currently our best-selling model. In addition, the Admiral is another important collection. Alongside our men’s watches (which make up 70% of our production), we also have a wide range of women’s watches, including a slimmer Miss Golden Bridge with diamonds for women.”

Your production is much lower than, say, Audemars Piguet (54,000 watches) or Rolex (1 million watches)?

HM: “Unlike in the 2000s, Corum no longer produces 20,000 to 30,000 watches per year. Today, Corum is synonymous with an annual production of 4,000 to 5,000 watches because we want to be more exclusive and bring back the brand’s core values from its early years. That’s why we are gradually reducing production and the number of models, increasing in-house movement manufacturing, and further improving product quality. The Golden Bridge, for instance, features an in-house movement, but Corum still uses ETA and Selita movements in some models, as do many other watch brands. However, these will gradually be replaced by in-house manufactured movements. I can’t reveal more about that just yet.”

You also create exclusive pieces such as the Artisan Time watches?

HM: “Corum has always made custom-made exclusive watches. Sometimes a client comes with an idea, but we also frequently collaborate with artists, provided they align with the brand and are unique and avant-garde. Of course, the idea must also fit within the house’s style and codes, but Corum excels at creating such limited series. The Bubble 47 X Aiiroh, for example, is a collaboration with French artist Aiiroh. He designed the model, and together we created the dials. Each piece is unique because Aiiroh personally colors each watch box.”

After your acquisition, supported by a group of Swiss investors, Corum has been fully back in Swiss hands since May 2025, following more than ten years of ownership by the Hong Kong-based Citychamp Watch & Jewellery Group?

HM: “The acquisition by Citychamp Watch and Jewellery in 2013 was a significant positive turning point for Corum. Their support has strengthened our commitment to excellence and heritage. I have been working at Corum since before the acquisition—first as a watchmaker, then as a sales manager, since 2016, I have served as brand manager, and as of May 1, 2025, I have taken on the role of CEO. Together with a small group of Swiss investors from the luxury and financial sectors, I am now leading the company. Now that the brand is once again fully Swiss-owned, we can remain true to Corum’s values. 2025 will be a year of consolidation. We will focus on strengthening Corum’s core collections and laying the foundation for the future. A full global relaunch is planned for mid-2026, with a renewed focus on the brand’s core identity and its celebrated heritage.