Luxury Corum watch shown on a man's wrist with rectangular watch-face

The Heritage Corum Lab 01

Luxury Swiss watch brand Corum is known for its boundary-pushing designs and adaptability. Following the relaunch of the iconic Golden Bridge collection with a brand new all-black aesthetic, we asked the brand’s CEO Jérôme Biard six questions.

Luxury watchbrand Corum's CEO Jérôme Biard

Jérôme Biard

1. What comes first innovation or heritage?

Innovation comes first as it becomes very quickly heritage: time is flying. We need innovation to go forward.

2. How does Corum capture and hold the attention of millennials?

We like to play with our Bubble collection and artistic partnerships. We are also coming out with disruptive collections like our new Corum Lab 01.

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3. Are women becoming more influential in the luxury watch market?

Women represent 50% of the population on earth which means that we have the potential to expand. Also, watches are more and more used as fashion accessories and specifically created for women, they do not make a man’s watch into a woman’s watch. This is the reason why, we recently launched the Eleganza, the epitome of classic female elegance and subtly. We also launched during Baselworld our new Golden Bridge Round Jewellery. Beside, we have Elisabetta Fantone, Canadian pop artist + Juliette Jourdain, French photographer as ambassadors since 2016.

Luxury women's watch collection by Corum

The Eleganza collection by Corum

Corum watches Golden Bridge luxury timepiece with brown leather strap and gold detailing

The Golden Bridge, Corum’s iconic timepiece

4. Is there such thing as a unique design?

We launched the Bubble collection in 2000 to push our customers limits and introduce them to the quirkiest designs on the market. At 52mm, the statement Bubble is instantly recognizable due to its size and weight. On the other end of the scale, we recently launched the Bubble Mini, a 17mm cocktail watch that can be stacked or worn alone.

Our in-line baguette movement set in our Golden Bridge has been unique on the market since its launch in 1980, and there is still nothing else like it.

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5. Will smartwatches take over?

I don’t think that classic watches are in competition with smartwatches. I believe that people will always desire hand-crafted pieces made from luxury materials and know-how. The style, the craftsmanship exceed the function.

6. What’s your favourite Corum watch and why?

It’s difficult to choose only one. Golden Bridge + Admiral Legend 42 mm blue bracelet and blue dial. We recently launched the Admiral Legend 42 Cabinet de Curiosités de l’Hotel de Crillon par Thomas Erber, beautiful!

Discover Corum’s collections: corum-watches.com