News After opening its first own-name store in Hong Kong in December 2009, Corum has chosen Geneva as the site for its second retail outlet.
The La Chaux-de-Fonds based firm has established itself as a key player on the waters of Lake Geneva area through the sponsorship of numerous sailing events, and since 6 July has been welcoming its clients to a store dedicated exclusively to its world, on the right bank, in the district of Les Bergues. Antonio Calce, CEO of Corum, Alain Guttly, the store’s General Manager, and Loïck Peyron, leading yachtsman and brand emissary, together officially cut the red ribbon in the presence of the press and City of Geneva authorities on 2 September this year.
The Corum store is located on the Place Kléberg, in a historic building inspired by Geneva’s unique architecture. Its four large bay windows and the watches on show awaken the curiosity and invite clients to step inside. Like the keepers of a treasure, the shop’s door handles display the engraving of a key, the mark of the brand.
The atmosphere inside is hushed and voluptuous, with ebony furnishings and floors that capture the essence of Corum. Displayed on the walls are technical designs of the brand’s movements and timepieces, evoking its expertise and watchmaking culture. This simple and refined decor is enhanced by plasma screens showing films recounting the brand’s history and sketching out its future. Bathed in natural daylight, the floor space of 70 m2 invites visitors to browse at their leisure and discover new riches.
To manage the store, Corum has teamed up with a trusted partner: Alain Guttly, co-owner of the Maison de l’Horlogerie, established for more than 40 years in Geneva, who declared: "I’m confident about the shop’s prospects. In recent years, Corum has succeeded in rejuvenating itself and refocusing on its core skills. The brand now offers new products that place horology very much to the fore, featuring in-house movements and refined designs in keeping with its identity. These models will meet the expectations of an expert clientele. Since opening in July, the store has already welcomed many clients and made some tremendous sales."
September 27, 2010
