CORUM Returns to Swiss Hands to Shape Its Future

The iconic Swiss watch brand from La Chaux-de-Fonds is now back in Swiss hands following a buyout led by Sales Director Haso Mehmedovic, backed by a group of seasoned Swiss investors.

As Corum celebrates its 70th anniversary this year, the storied Swiss watchmaker opens a new chapter in its history. A management buyout has been led by Haso Mehmedovic, who began his career at the Manufacture in La Chaux-de-Fonds as a watchmaker 15 years ago and steadily rose through the ranks to become the brand’s International Sales Director. He now leads the company alongside a small group of experienced Swiss investors from the luxury and finance sectors – marking Corum’s return to 100% Swiss governance, firmly rooted in the industry.

A Structured Handover, a Solid Foundation for Rebuilding

The strategic transaction was carried out in a spirit of collaboration and mutual respect with Citychamp Watch & Jewellery Group Limited, the Hong Kong-listed company that had owned Corum since 2013.

After more than a decade of engagement in Switzerland, Citychamp Watch & Jewellery Group Limited — which continues to operate other Swiss brands, including Eterna — has agreed to support a smooth transition and allowing the new leadership to begin building on a clean and solid foundation.

This paves the way for a restructured organization led by Haso Mehmedovic as CEO and Chairman of the Board. At his side, a tight-knit, driven team shares the long-term vision: to reignite Corum’s creative force and reaffirm its singular identity. All industrial and commercial assets — including patents, intellectual property, and archives — will remain in Swiss hands and align with a clear strategic direction.

A Return to the Brand’s Roots

When Corum debuted its first timepieces in 1955, it quickly stood out for its inventive spirit – earning a reputation as one of Swiss watchmaking’s most daring creative forces. The Golden Bridge, with its groundbreaking linear movement. The Bubble, with its oversized 11 mm magnifying crystal. The Admiral, with indications that include the tides, amplitudes, moon phases, and tidal currents. And the Coin Watch, whose dial is crafted from a genuine $20 Double Eagle gold coin – the perfect symbol of American free enterprise — famously worn by several U.S. Presidents. These legendary creations are now poised to reclaim their place at the heart of Corum’s revitalized lineup.

The brand’s current distribution network, which includes just under 300 watch retailers worldwide, will be reinforced on strong, sustainable foundations, with curated partnerships to ensure sterling after-sales service for its clients.

A Clear Path to 2026

2025 will be a year of consolidation, as the new leadership focuses on strengthening Corum’s flagship collections and laying the groundwork for the future.

A full global relaunch is planned for mid-2026, with a renewed emphasis on the brand’s core identity and celebrated heritage. At just 32 years old, Haso Mehmedovic — who joined Corum in 2011 as a watchmaker after earning his CFC diploma from CIFOM in Le Locle — embodies this new era. Having worked across all departments, from the workshop to market management, production, quality, and ultimately sales, he now steps into the role of CEO and Chairman of the Board of Corum 1955.

Haso Mehmedovic, CEO and Chairman of the Board of Corum 1955, states: “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. 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. Today, we’re putting bold creativity and innovation back at center 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. I’m proud to lead this new chapter alongside a talented, committed team grounded in the values of Swiss watchmaking, and we share a long-term vision. We’ve reached a constructive agreement with Citychamp Watch & Jewellery Group Limited, who – while protecting their own interests – showed genuine goodwill and a sincere desire to see Corum regain the place it deserves. A place it should never have left.”