For CORUM, the past 4 years have included a full repositioning of the brand, by enhancing its DNA and recovering its historical legitimacy codes – this partnership represents a symbolic and a very strong message. Conquering new points of sale, such as Chronopassion, are great acknowledgments of the work achieved and an encouragement to continue and further develop the fantastic potential of this brand. CORUM has over 54 years, rebuilt 4 historical pillars, maintaining their genetics and their strong identity. If the brand has to convince, seduce and surprise its retailers, it must also build them a story, its history. For several years, Laurent Picciotto, a man of vision, has built his own brand and secured his position among the best retailers.
Founder and owner of Chronopassion, located 271 Rue St-Honoré in Paris, Laurent Picciotto explains his choice of CORUM: “Since the arrival of Antonio Calce, there has been an obvious renaissance of CORUM and the forthcoming developments confirm my impression, giving me reason to welcome CORUM on board at CHRONOPASSION. The Ti-Bridge is a great illustration of this revival, expressing the legitimacy of the CORUM house, merged with a contemporary spirit without any opportunism, while other brands are only surfing the trends. The state of mind really counts. Determination, sense of reality and fair play duly emerge from CORUM, plus a real desire to succeed. We’re on the same frequency! All these elements are very exciting for this new collaboration and clients will be happy because real surprises await them. ”
CORUM CEO, located 1 Rue du Petit-Château in La Chaux-de-Fonds, Switzerland, Antonio Calce explains his choice of Chronopassion : “As captain of a brand, a team, I am aware of the value of all the people who contribute to the success of CORUM, so I have a deep respect for our retailers who are CORUM ambassadors. In Laurent, I found a friendly, honest and determined personality, a man who joined the CORUM family and with whom we will build a long term relationship. We complement each other, between Chronopassion and CORUM, Laurent and our team will be an asset both for the brand and for Chronopassion, but also for the client that will feel at home. Among passionate people, we are confident that together we can convey the love of watchmaking. Our common denominators will enable us to carry and help the development of watchmaking culture that is so important for us. ”
The Ti-Bridge watch, one of Laurent’s preferred models: With the unveiling of its second baguette movement and the launch this year at Baselworld of the Ti-Bridge watch, CORUM offers a timepiece that epitomizes the values and know-how of the brand: creativity, design, expertise, movement and control of content. Launched at Baselworld 2009, the Ti-Bridge features a new caliber, designed, developed and assembled in CORUM workshops. In both its movement and case, the Ti-Bridge gives pride of place to titanium, a material known for its lightness and the difficulties involved in machining it. The bridges and plates of the Caliber CO 007 are cut from this ultra-modern material. Equipped with a balance oscillating at the speed of 4 Hz, Caliber CO 007 is endowed with a 3-day power reserve.