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Thursday, September 2, 2010

CORUM Opens its First Boutique in Switzerland

Officials perform ribbon-cutting ceremony at new Corum boutique in Geneva. (from left) Pierre-François Unger, Geneva government official, Loïck Peyron, sailor and Corum ambassador, Antonio Calce, Corum CEO, and Alain Guttly, boutique general director.
Swiss watch brand Corum opened its first boutique in its home country of Switzerland, in the watch capital of Geneva on Thursday. It’s the second branded store in the company’s 55-year history.

The new boutique is located in the Place Kléberg, along the shores of Lake Geneva, in an historical building inspired by classic Geneva-style architecture with four large bay windows displaying the company’s watches. The door handles are engraved with the brand emblem, the Corum key.

Inside, ebony wood furniture and flooring contrast with walls feature technical drawings of the brand’s movements and timepieces, evoking its watchmaking talent and its horological culture. The simple and refined interior design is enhanced by plasma screens showing films of the brand’s history with hints of its future. Bathed in natural daylight, the 753-square-foot area invites customers to stroll around and explore.

Interior of new Corum boutique in Geneva.
“Opening our first boutique in Switzerland bears witness to the level of maturity that the Corum brand has achieved,” said Antonio Calce, CEO of Corum. “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, based in La Chaux-de-Fonds, opened its first boutique in Hong Kong in December, 2009. Its third store is planned to open in Shanghai in October. The company said more stores will follow.

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