Swiss Watch Brand Corum Returns to Swiss Ownership

After a twelve-year hiatus under foreign control, the iconic watchmaker Corum is back in Swiss hands. In a decisive move that shakes the foundations of the luxury watch sector, the La Chaux-de-Fonds-based manufacturer has been acquired from the Hong Kong-listed Citychamp Watch & Jewellery Group. This is not merely a financial transaction; it is a repatriation of Swiss heritage.

Since 2013, Corum navigated the complexities of Asian ownership, a period during which the brand's activity was "considerably reduced." Today's announcement marks an abrupt and welcome pivot. The acquisition secures total control over the brand's destiny, ensuring that every patent, archive, and piece of intellectual property returns to its birthplace. By severing ties with Citychamp, Corum is signaling a fierce commitment to its origins, founded by René Bannwart in 1955. This transition represents a critical victory for the Swiss watchmaking ecosystem, reclaiming a historic name at a time when the industry desperately needs domestic wins.

Leading this ambitious buyout is not a distant financier, but a man who knows the ticking heart of the company: Haso Mehmedovic. In a narrative that reads like a classic industry ascent, Mehmedovic has transitioned from the precision of the watchmaker's bench to the power of the boardroom. Having climbed the ranks to International Sales Director, he now seizes the reins as CEO and Chairman of the Board.

Backed by a group of experienced Swiss investors, Mehmedovic's takeover is a strategic masterstroke. His deep operational knowledge contrasts sharply with the often detached management style of large conglomerates. "All industrial and commercial assets... will remain in Swiss hands," the new leadership declared, drawing a line in the sand. This is a management buyout driven by expertise, not just equity. Mehmedovic's rise from technical craftsman to owner suggests a return to product-first leadership, a philosophy often lost in the era of global luxury consolidation.

The new ownership is wasting no time in setting an aggressive timeline. While 2025 is designated as a year of consolidation and strengthening existing collections, the eyes of the industry are fixed on mid-2026. Corum has announced a "full global relaunch," a bold promise that implies a radical revitalization of the brand's identity.

With the brand celebrating its 70th anniversary, the stakes could not be higher. The strategy explicitly focuses on a "renewed emphasis on the brand’s core identity and celebrated heritage." This indicates a departure from recent experimental phases and a return to the bold, avant-garde designs that defined Corum in the late 20th century. The clock is ticking toward 2026, and the new Swiss leadership is under immense pressure to prove that independence can drive innovation better than corporate conglomeration.

Corum's liberation comes at a time of significant economic turbulence. The Swiss watch industry is currently grappling with a severe luxury slump, with major players downsizing and exports facing headwinds as of March 2025. In this climate, Citychamp's decision to offload a brand with "reduced activity" might seem like a retreat, but for Mehmedovic and his investors, it is a calculated counter-attack.

While competitors retreat, Corum is advancing. Acquiring a distressed asset during a market downturn is a high-risk, high-reward maneuver that defies the prevailing pessimism. By localizing ownership and streamlining operations, the new Swiss management is betting that agility and authenticity will outperform size in the coming years. As the industry contracts, Corum's return to independence stands as a defiant beacon of resilience, challenging the narrative of decline with a story of rebirth.