Corum’s emblem, the key, refers to its original motto: “The key to perfect time”. It also represents the potential for unlocking new opportunities and exploring uncharted creative realms. As August draws to a close, Corum unveils an extraordinary and unexpected Concept Watch that expands the horizon of possibility. It also requires its own set of keys for a full unlock.
1. The Concept Watch heralds a new era
Founded in 1955 by Gaston Ries and René Bannwart, Corum has continued to evolve over the years, consistently surprising and frequently outdoing its rivals in sheer unconventionality. Today, Corum has unleashed its creativity, empowered by the unprecedented freedom that a non-commercial Concept Watch affords. Designed as a showcase of craftsmanship, the watch offers a signpost to the future. “With the Concept Watch, we are charting new territories that hint at Corum’s growth trajectory in the coming years,” reveals Marc Wälti, head of product development and marketing. “Indeed, we’re looking to reassess our market positioning and product volume.” It’s a safe bet that the future will see a detour from entry-level products (insofar as that term can be applied to luxury goods), and greater alignment with haute horlogerie.
2. A fusion of design and horological authenticity
From its inception until 1980, Corum was renowned for its creative designs: Chinese Hat (1958), Admiral (1960), Coin Watch (1964), ROMVLVS (1966), and Rolls Royce (1976). Then, in 1980, Vincent Calabrese created the extraordinary baguette movement of the Golden Bridge, propelling Corum into the ranks of horological nobility and earning it recognition as a true manufacture. “The Concept Watch allows us to merge the two main pillars of the brand: design and creativity on the one hand, which are at the heart of Corum’s DNA, and on the other, our horological expertise, especially since the eighties,” Marc Wälti explains.
The aesthetics of this concept watch align with contemporary trends, featuring a case with organic, symmetrical curves. The case’s lines are echoed in the shape of the attachments at 12 and 6 o’clock, and on the sides, at 9 and 3 o’clock. “Many Corum models exhibit this kind of symmetry,” Marc Wälti notes. This neoclassical approach brings to mind the Vitruvian Man, embodying divine proportions as a source of harmony.
3. A top-drawer calibre from “recycled” materials?
Featuring a flying tourbillon whose cage is adorned with a mirror-polished key emblem, an open barrel revealing a spring capable of delivering a 90-hour power reserve, and custom-made skeletonised and decorated wheels, the calibre of the Concept Watch is a paragon of fine watchmaking. Several of its components, as well as the entire movement layout, incorporate the three-circle pattern found at the base of the Corum logo – a trinity suggesting the symmetry we mentioned earlier. The mechanism is fully revealed thanks to transparent sapphire bridges and a shimmering aventurine dial back. “This dramatically accentuates its three-dimensionality while preventing the wrist (and any potential hairiness) from being visible – a detail we’ve gleaned from our Golden Bridge experience,” Mark Wälti clarifies. Winding via the crown allows the winding mechanism to be observed in action.
Marc Wälti continues: “This movement includes components we already had, notably the tourbillon cage and some sapphire components. The idea of repurposing them was the starting point of the Concept Watch project. We’ve reworked them and incorporated them into this calibre.” In keeping with the theme of recycling, the case is crafted from recycled grade 5 titanium, and the strap is also made of recycled textile.
The “bonus” key: eccentric creativity
As a final touch, Corum displays a sense of humour, staying true to its disruptive spirit (recall the brand’s effervescent Bubble collection!). To highlight the technical and aesthetic marvels of this creation – which definitely warrant a closer examination – handwritten indications have been engraved on the back, complete with arrows. This time, there’s no excuse for nodding knowingly, even if you can’t tell the difference between the gear train and the barrel: it’s all carefully labelled for you.
