Corum Makes A Return To Swiss Hands Following A Buyout Led By Sales Director Haso Mehmedovic

As Corum marks its 70th anniversary, the iconic watchmaker from La Chaux-de-Fonds is entering a bold new chapter, one that brings the brand back under full Swiss ownership. This move comes through a management buyout led by Haso Mehmedovic, Corum’s current International Sales Director, and backed by a group of experienced Swiss investors from the luxury and finance sectors. This strategic shift not only reaffirms Corum’s commitment to its roots but also signals a renewed focus on creativity, independence, and long-term vision.

Haso Mehmedovic is no stranger to Corum. He began his journey with the brand as a watchmaker 15 years ago and has since worked his way through the ranks. Today, at just 32, he takes on the dual role of CEO and Chairman of the Board a testament to his deep understanding of the brand, from technical production to global sales. He will now lead Corum alongside a tight-knit team of Swiss investors and professionals, with the clear goal of revitalizing the brand’s identity and creative spirit. All of Corum’s industrial and commercial assets including patents, intellectual property, and historical archives will remain in Switzerland, under the guidance of this new leadership.

The handover from Citychamp Watch & Jewellery Group Limited, the Hong Kong-listed group that had owned Corum since 2013, has been structured with mutual respect. Citychamp, which continues to operate other Swiss brands including Eterna, will support a smooth and stable transition. This allows the new management team to focus on the future with a clean slate and solid foundation.

Back to Creative Roots

Since its founding in 1955, Corum has stood out for its inventive approach to watchmaking. The brand quickly built a reputation for bold design and technical ingenuity traits that continue to define its DNA.

Creations like the Golden Bridge, with its pioneering linear movement, the Bubble, known for its oversized 11 mm domed crystal, and the Admiral, which integrates nautical complications like tides, amplitudes, and moon phases, have set Corum apart. Then there’s the Coin Watch, crafted from a real $20 Double Eagle gold coin once worn by U.S. Presidents and still a symbol of audacious luxury. These legendary models are set to play a central role in the brand’s future. Corum’s global distribution network, currently comprising just under 300 retailers, will be reinforced with carefully selected partnerships and a renewed focus on high-quality after-sales service. The aim is to create a sustainable, high-touch retail presence that supports both heritage and innovation.

Eyes on 2026

The remainder of 2025 will be a year of internal consolidation, focused on refining Corum’s key collections and laying strategic groundwork. A full-scale global relaunch is planned for mid-2026, with an emphasis on celebrating the brand’s heritage while pushing creative boundaries.

Mehmedovic, who earned his CFC diploma from CIFOM in Le Locle and joined Corum straight out of school in 2011, represents the new generation of Swiss watchmaking leadership — grounded in craft, driven by vision, and deeply committed to the brand’s future. Reflecting on the transition, Mehmedovic shares: “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.”