Corum Returns to Swiss Hands: A New Lease of Life for Independent Watchmaking

To mark its 70th anniversary, watchmaker Corum is embarking on a bold strategic shift with a return to its Swiss roots. Haso Mehmedovic, a former watchmaker turned sales director, is taking the helm of the company through a Management Buy-Out that feels like a rebirth. This renewal comes with a tribute to its emblematic creations, such as the celebrated Golden Bridge, which perfectly embodies the maison’s heritage and innovation.

A symbolic move: back to 100% Swiss governance

On 30 April 2025, Corum announced a decisive change of course. The iconic La Chaux-de-Fonds manufacture is returning to Swiss hands, led by Haso Mehmedovic and a group of Swiss investors from the luxury and finance worlds. This buyout, carried out in a spirit of respectful continuity with Citychamp Watch & Jewellery Group (owner since 2013), marks a new beginning under the banner of independence and renewed creativity.

An in-house leader with a deeply watchmaking DNA

Haso Mehmedovic’s career perfectly embodies this renewal. He joined Corum in 2011 as a watchmaker after earning his Swiss Federal VET Diploma (CFC) at CIFOM in Le Locle, then rose through every rank to lead the maison today. This rare trajectory in the Swiss watch industry lends his ascent unquestionable legitimacy.

A focus on authenticity: back to the iconic models

The new leadership fully intends to refocus Corum on its fundamentals. Several historic collections will sit at the heart of the product strategy:

• Golden Bridge and its famous transparent, suspended baguette movement—an aesthetic and technical tour de force.
• Bubble, with its oversized 11 mm sapphire crystal, the signature of a bold design.
• Admiral, and its unique maritime complications such as the moonphase, tides and current strength.
• Coin Watch, whose dial made from a genuine $20 Double Eagle coin embodies the American pioneering spirit.

This return to the icons is intended to reconnect Corum with its original DNA: creative audacity and watchmaking innovation.

2025, a transition year ahead of a global relaunch in 2026

Rather than rushing into a brutal change, the leadership team is opting for a short-term consolidation strategy. The objective is clear: stabilise distribution (currently supported by 300 retailers worldwide), ensure reliable after-sales service, and prepare an ambitious relaunch by mid-2026.

“We are going to put bold creativity back at the heart of the project,” Mehmedovic announces. A strong promise that resonates in an industry sometimes frozen in its traditions.

Long-term momentum driven by a clear vision

Corum is appointing a new, compact board of directors rooted in Swiss values and focused on the future. While Citychamp’s support during the transition has been welcomed, the message is crystal clear: Corum now intends to chart its own course, guided by those who know it intimately.

Towards a new era of watchmaking prestige

By taking back control of its destiny, Corum hopes to reconnect with its reputation for excellence in the world of independent watches. In a market saturated with repeats and reissues, this initiative embodies a hope: that Swiss watchmaking can reinvent itself without betraying its identity.

For enthusiasts and collectors, 2025 and 2026 are shaping up to be pivotal years—ones in which we will need to watch closely the movements, in every sense of the word, of a maison that may never have felt so alive.

FAQ: What you need to know about the new Corum era

Who is Haso Mehmedovic?

Trained as a watchmaker, he joined Corum in 2011. Now CEO, he embodies a rare internal rise and an in-depth knowledge of the brand.

Will Corum remain in Switzerland?

Yes, the headquarters and all industrial activities remain in La Chaux-de-Fonds, the brand’s historic birthplace.

What happens to the former owners?

Citychamp is withdrawing from Corum but retains other Swiss brands such as Eterna. The transition agreement was cooperative and orderly.

Which Corum models will be relaunched?

Golden Bridge, Bubble, Admiral, Coin Watch… All the iconic models are at the centre of the 2025–2026 strategy.

When will we see the new releases?

2025 will be a year of preparation and reinforcement. The global relaunch is scheduled for mid-2026.

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