Reported by Elite Traveler, the Private Jet Lifestyle Magazine
In the year Corum is celebrating a half century of its flagship Admiral’s Cup collection and the 30th birthday of its iconic Corum Bridges collection, the watchmaker has inaugurated its first boutique in Switzerland. After the December 2009 opening of its first ever name store in Hong Kong, CORUM has chosen to set up its second such boutique in Geneva.
CORUM is now also establishing itself on the shores of Lake Léman with the opening of
its first own-name boutique in the cradle of Swiss watchmaking, Geneva. With the
watch brand currently asserting itself as a major player on the waters of Lake Léman
through various sailing sponsorship activities*, it has welcomed customers since July
6th to a boutique exclusively dedicated to the brand universe in Geneva’s prestigious
Right-Bank district Les Bergues.
Mr. Antonio Calce, CEO of CORUM, Mr. Alain Guttly, managing director of the boutique,
and Mr. Loïck Peyron, highly accomplished sailor and ambassador for the Corum brand,
officially cut the inaugural ribbon of the new CORUM Boutique in a ceremony attended
by the press and by the Geneva town authorities on September 2nd, 2010.
The CORUM boutique is located on the Place Kléberg, in an historical building inspired
by classic Geneva-style architecture. The four large bay windows and the watches on
display awaken curiosity and encourage customers to take a step towards purchasing
their dream timepiece. As if they were protecting a treasure locked inside, the door
handles of the boutique are engraved with the brand emblem, the CORUM key. Step in
and discover the world of Corum through a guided tour of its timepieces and its
The entire place exudes an atmosphere of voluptuous serenity. The ebony wood
furniture and flooring echo the foundations of the House of CORUM. The walls feature
technical drawings of the brand’s movements and timepieces, thus evoking its
watchmaking talent and its horological culture. This simple and refined interior design
is enhanced by plasma screens showing films of the brand’s history that also hint at its
future. Bathed in natural daylight, the 70 square-meter area is an invitation to stroll
around and explore, as you discover the story of time.
CORUM has entrusted the management of its Geneva Boutique to a reliable partner in
the form of Mr. Alain Guttly, co-owner of the Maison de l’Horlogerie in Geneva. The
passion for watchmaking has been handed down from father to son in the Guttly family
that is at the head of the Maison de l’Horlogerie, a prestigious retailer established in
Geneva for over 40 years.
Alain Guttly, General Manager of the boutique, said: “I am confident regarding the
boutique’s future. In recent years, CORUM has successfully revived its fundamentals
and recaptured its true business core. It now presents new releases featuring strong
watchmaking content, in-house made movements and refined designs that are entirely
in tune with its identity. These models naturally meet the expectations of an expert
clientele. Since its opening in July, the boutique has already welcomed numerous
customers and made some excellent sales, a good start that naturally strengths our
Leila Bagnoud, who is in charge of running the boutique, along with a team of qualified
personnel, offers customers a multilingual welcome based on solid technical expertise
and sound advice.
Antonio Calce, CEO of CORUM, said: “Opening our first boutique in Switzerland bears
witness to the level of maturity that the CORUM brand has achieved. On the one hand,
it reflects our global distribution policy aimed at consolidating our selective
distribution network while moving it up-market; and on the other, it testifies to the
brand’s determination to invest in the long term. CORUM is represented in over 500
points of sale worldwide and we are now inaugurating our second proprietary boutique.
Our third will open in Shanghai in October, and I intend to continue this development.
Boutiques offer our customers a unique retail experience by enabling them to discover
our identity and to immerse themselves in the CORUM philosophy within a dedicated
setting. They also provide an opportunity to present new boutique-exclusive
collections, such as the three vintage models CORUM is currently introducing. This
strategy will help us to reinforce our brand image and to continue our repositioning
Corum is unveiling a collection entirely dedicated to the boutique concept. Three
Vintage models, inspired by the brand’s historical creations, were presented in a
preview showing at the boutiques inauguration. Right from the time of its founding in
1955, CORUM was considered by its peers as one of the most avant-garde brands on the market. The company heritage comprises a number of extremely creative models,
and each year will see the launch of re-editions of these historical watches available
only through the CORUM boutiques and from selected points of sale.
The CORUM boutique is rapidly becoming the place to meet and share for watchmaking
connoisseurs and devotees. CORUM is also launching a website dedicated to the brand
boutiques, www.corumboutique.com, where visitors will receive daily updates on the
latest news and activities at their boutique.