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Antonio Calce - Photo: Stéphane de Bourgies
Since the company’s foundation in 1955 Corum has been distinctively different from the others swiss watch brands. The brand knew since its creation how to make its reputation by creating famous models which joined the DNA of the watch-making brand.
His current CEO, Antonio Calce, as visionary and man of decision was based on the historic models of the house to plan it in the future with know-how and a total freedom of choice in his development. To to know more about it we have decide to maintain us with the president of Corum.
Tendance Horlogerie: According to you what are the basis of a watchmaking house?
Antonio Calce: For me, the main basis of watchmaking house is related to the legitimacy of its history and its technical know-how. These two vectors are closely linked to each-other. A brand should most of all be in line with its history in order to be legitimate during the curse of time. And it is in its roots that it will extract later on its identity, and its DNA for the development of its new products.
The innovation and the evolution of products find their essence in the genetical code of the brand, and they thus transmit its authentic values.
Since I arrived in 2005, I redefined the strategy of Corum, with a goal to find back this general coherence, by taking as basis these key-factors of main success: the historical legitimacy of its products and its technical know-how.
From then, all the chain of value of the company had to be re-thought. At first, the human capital of the brand had to be rebuilt by hiring new profiles of competence and by integrating of jobs. The products development process had to be reviewed by reintegrating functions such as watch-creation and design. The production tool had to be modernized in order to answer the needs of intern development and industrialization of the products.
The current coherence of the collection based on four pillars (Admiral’s Cup, Corum Bridges, Romvlvs, Artisans) is the result of a back to the very beginning, to the roots. Thanks to this deep work, which made it possible to establish a collection based on the historical DNA of the brand, I can assure that Corum had succeeded to find back a strong identity and to reaffirm itself in the luxury watchmaking. We regained the paternity of creation and the control of the artwork. We gained in visibility and of desirability. The foundations of CORUM are now set and strong, we can keep on building the brand and set a selective distribution network.
Tendance Horlogerie: The Ti-Bridge left its marks on 2009, what could you reveal us about it?
Antonio Calce: The launch of the Ti-Bridge in 2009 marked a big turning point in the history of Corum, and signed a forward step in the repositioning process of the brand. Indeed, the Ti-Bridge is home to the second movement of the house CORUM, which is known, developed, and assembled in our workshop. It attests the technical know-how of the brand. For each new product that we develop, we want to bring an intrinsic value to the watch. The design is no longer a sufficient component, although it remains essential and that the watch must seduce. For each new model, I look for the perfect combination between the identity of the collection, the technical content and design.
In this spirit, the Ti-Bridge combines an exceptional technology (with its baguette movement and its titanium box), a contemporary design and a strong identity (thanks to its baguette movement). The Ti-Bridge has become an essential piece in the world luxury watchmaking. Affirming its signature in the baguette movements, CORUM will play the card of complications and will unveil an innovation in this product line at Basle in 2010.
Tendance Horlogerie: Where is Corum’s verticalization at? What does it tend towards?
Antonio Calce: Corum is a family and independent business. The verticalization of the industriel tool and of the distribution activities is important to keep our independence and remain competitive against big watchmaking groups. Through this verticalization we secure our business and keep the control of all the creation stages of the end product.
That’s why as soon as I arrived at Corum, I initiated the process of jobs integration and technical expertise. We thus have the paternity of our products and the total control of their quality. This strategic decision will enable us to remain reactive and guarantee the legitimacy of our products.
Now that we gained in desirability on markets, we must pursue the brand development by reconsidering the selectivity of our distribution network. We wish an increased visibility in our sales outlets, which means bigger spaces dedicated to the brand. We work in close collaboration with our partners and consolidate our mutual trust relationships. that means that our distributors and our retailers are the ambassadors of our brand throughout the world.
In order to reinforce our presence, we also integrated a direct management for some markets, such as the United States where I take the presidency of our new subsidiary company, and South America where we deal directly. Concerning the outlets, we have just opened our first boutique in Hong-Kong, a first big step which will be strengthen in forthcoming years.
Tendance Horlogerie: We heard about the sad death of Mr. Rene BANWART, founder of Corum. What trace will he leave in the house Corum?
Antonio Calce: Rene Banwart was a man known for his humanistic and esthete qualities. his strong creativity was illustrated for Corum through many uncommon creations, which are strongly anchored in the brand DNA and which 4 key pillars ( Admiral’ S Cup, Romvlvs, Corum Bridge and Artisans) are today the spokespersons of the history of the brand Corum created by Rene Bannwart. From now on, he has lefts behind him a fantastic inheritance which was made perennial thanks to a strategy of return to the brand fundamentals, initiated when I arrived in 2005, and which today thanks to the know-how and with the quality of my team has strongly gained in fame and in desirability. A work which is consolidated and affirmed day after day by the 160 partners of the brand.
Tendance Horlogerie: What will be the target market for Corum in 2010? And for what reasons?
Antonio Calce: I do not have only one target market, my strategy has for aim the developing our brand worldwide. So I’d rather give you my development axes on the major continents.
North America:
In October 2009, we bought our distributor which operates in North American and in Caribbean, and which has become a subsidiary of Corum where I have taken the presidency. The United States is a market which suffered a lot from the crisis but which has an important growth potential. My goal is thus to rebuild a stable reseller network and to build strong relationships with the sales force. In partnership with my teams, I will set the necessary marketing and commercial tools for the rebuilding the market. We currently finalize an agreement with a new media agency and PR agency.
South America:
As for the Latin America, we can note an evolution as well, with the integration of the distribution and the effective engagement of a new area manager. This new organization enables me to have a direct management in the activity in the various countries of Latin America. I truly believe in its potential and we foresee an important growth.
Asia:
Asia represents an important market share for Corum, nevertheless the zone offers an important growth potential, particularly in India where we are slightly established. The opening of our first shop in Hong-Kong confirms our strategy which aims to sit in an even more important way our presence in this market which represents about 40% of our turnover.
Europe:
Europe remains a major market because of its its role of window, its credibility and its maturity in watchmaking.
Tendance Horlogerie: What subtlety do you want to emphasize through your new models which will be unveiled in Basle?
Antonio Calce: Corum will celebrate at least two birthdays in 2010: the half-century of its collection Admiral’ S Cup and the Golden delicious Bridge’s thirty years old. Corum will honor these jubilees by launching some exceptional innovations. By their technology and their unique movements, these innovations will establish all the technical expertise work I undertook with my teams 5 years ago. I chose to focus on Admiral’ S Cup and Corum Bridges, with still this same will to work each pillar in-depth and by function. You probably have guessed, that many new house movements will be unveiled in Basle 2010.
