Corum has never followed the crowd. From coin watches to nautical flag dials to the revolutionary Golden Bridge movement, this La Chaux-de-Fonds brand has consistently chosen creativity over convention. It's Swiss watchmaking's provocateur—sometimes brilliant, occasionally controversial, never boring.
A Young Brand with Old Ideas (1955)
Gaston Ries and his nephew René Bannwart founded Corum in La Chaux-de-Fonds in 1955. The name derives from the Latin "quorum," suggesting a gathering of master watchmakers. From the beginning, Corum pursued distinctive design rather than conservative Swiss tradition.
The brand's key symbol—a key—represented opening doors to new ideas. This philosophy drove Corum's entire history.
The Admiral's Cup (1960)
Corum's first icon arrived in 1960: the Admiral's Cup, featuring twelve nautical pennant flags as hour markers around a twelve-sided bezel. The design celebrated the Admiral's Cup yacht racing competition and established Corum's connection to maritime aesthetics.
The Admiral wasn't merely decorative—it was genuinely water-resistant and functional. But its bold, colorful design set it apart from conservative Swiss sport watches. The collection remains in production today, updated but recognizable.
Reading the Flags: The twelve flags on the Admiral dial aren't random—they're nautical signal flags representing numbers 1-12. Signal flag "A" at 1 o'clock, "B" at 2 o'clock, and so on. It's a genuine nautical reference, not just decoration.
The Coin Watch (1964)
In 1964, Corum introduced watches made from actual gold coins—U.S. Double Eagles, British Sovereigns, Swiss Vreneli. The coins were sliced in half, with movements fitted inside. The result: wearable history, combining numismatic value with horological function.
The Coin watches proved enormously popular, particularly in America. They demonstrated Corum's ability to find watchmaking opportunities where others saw only currency.
The Golden Bridge (1980)
Corum's masterpiece arrived in 1980: the Golden Bridge, featuring a baguette movement arranged in a straight line rather than the traditional circle. The linear movement, visible through sapphire crystals front and back, was unlike anything in watchmaking.
Designed by Vincent Calabrese, the Golden Bridge required entirely rethinking movement architecture. The result was mesmerizing—a visible mechanical ballet arranged in unprecedented geometry.
Gaston Ries and René Bannwart found Corum
Admiral's Cup with nautical flag dial debuts
First Coin watches from real gold coins
Golden Bridge linear movement launches
Severin Wunderman acquires Corum
Citychamp Watch & Jewellery acquires brand
The Bubble (2000)
Under collector Severin Wunderman's ownership, Corum introduced the Bubble—featuring a dramatically domed sapphire crystal that created optical distortion and playful proportions. Available with wildly creative dials (skulls, playing cards, pop art), the Bubble was deliberately anti-serious.
Critics dismissed it; collectors loved it. The Bubble showed Corum would rather be interesting than conventional.
Modern Golden Bridge Evolution
Recent Golden Bridge variations have expanded the concept:
• Golden Bridge Round: Linear movement in a round case
• Golden Bridge Rectangle: Classic format, modern execution
• Golden Bridge Automatic: Self-winding linear movement
• Miss Golden Bridge: Feminine sizing and aesthetics
Each proves the concept's versatility while honoring the original vision.
Chinese Ownership (2013-Present)
Hong Kong-based Citychamp Watch & Jewellery acquired Corum in 2013. The new owners have maintained the brand's creative identity while improving distribution in Asian markets. Production continues in La Chaux-de-Fonds with Swiss-made movements and manufacturing.
Today's Corum
Corum remains a niche player—deliberately so. The brand produces limited quantities of distinctive timepieces rather than competing on volume. Prices range from approximately $3,000 for Admiral models to $50,000+ for Golden Bridge complications.
For those who find traditional Swiss watchmaking too conservative, Corum offers an alternative: genuine Swiss craftsmanship applied to genuinely unusual ideas.