Under the stewardship of Chairman & CEO Haso Mehmedovic CORUM enters 2026 with a new strategy centred on continuity and audacity. The brand unveils a redesigned Admiral collection, the first-ever 100% sapphire Golden Bridge, and heritage re-editions, signalling a decisive return to the forefront of horology at Watches & Wonders.
I met with the brand CORUM for the first time back in 2013 at the now defunct Baselworld, under the leadership of Antonio Calce (he was successively appointed Vice President of Operations in 2005 later and Chief Executive Officer). Since 2013 CORUM has belonged to the Hong Kong-based Citychamp Watch & Jewellery group, with a few different CEOs at the helm.
Last spring the watch brand from La Chaux-de-Fonds returned back to Swiss hands following a buyout led by then Sales Director Haso Mehmedovic. He became the brand’s Chairman & CEO but began his career as a watchmaker at the La Chaux-de-Fonds manufacture in 2011.
‘I grew within this Maison. Trained as a watchmaker, I became CEO in 2025. Today, my role is clear: to preserve what makes CORUM unique, while giving it the momentum it deserves for the future. Our heritage is exceptional — over 70 years of bold ideas, experimentation, and creations that have become icons. But heritage only matters if it moves us forward.’ – he states.
His leadership marks a pivotal moment for the Swiss company. The new strategy is built on a few fundamental principles: Audacity, in every creation, Creativity, as a constant driving force, Risk, as a necessary condition for progress and Independence, as a foundation. Important goal is to reduce the distribution network from over 300 points of sale to approximately 70 high-value partners and a focused product strategy that prioritizes the Admiral, the Golden Bridge and Heritage collections.
The visual identity has been streamlined around the iconic Key, set against the stone-gray tones of the manufacture, wit the tagline ‘The Key of Time Since 1955’. As Haso Mehmedovic says: ‘It is a commitment. The key symbolizes our ability to open new paths, to explore without limits, and to remain true to who we are.’
This new chapter is also defined by a return to the brand’s roots in La Chaux-de-Fonds, where the majority of partners, remain neighbors. It gives the opportunity to start a gradual return to 100% in-house movements.
The brand prepares to showcase its renewed momentum at Watches & Wonders this year.
Admiral
The centerpiece of CORUM’s 2026 novelties is the comprehensive redesign of the Admiral collection, a project spearheaded by renowned designer Emmanuel Gueit and by the EDGE team (Olivier Leu and Fabrice Gonet). Emmanuel Gueit has worked with Piaget, Harry Winston, Hermés, Audemars Piguet and Rolex amongst others. Gueit, tasked with modernizing the icon without erasing its DNA, has delivered a collection that marries maritime heritage with contemporary horological refinement.
The very first Admiral’s Cup model was launched in 1960 with a square case. In 1983 it was reinterpreted in a version with nautical pennants corresponding to the international maritime code and serving as hour-markers on a twelve-sided bezel.
Now CORUM unveils 11 new Admiral references (in 39 mm 6 references and in 36mm 5 models) built around four key developments: the above mentioned redesigned case, new dials, a new bracelet, and a new 100% proprietary caliber developed in collaboration with its partner in La Chaux-de-Fonds, Concepto.
Design and The New Case
The 2026 Admiral abandons the traditional lugs for a fully integrated bracelet, creating a fluid silhouette where the case and bracelet merge seamlessly. This design draws inspiration from the 1983 Admiral, reviving the articulated link architecture but executing it with modern precision.
A significant evolution lies in the treatment of the nautical pennants. Historically distinct flags, they are now reinterpreted as trapezoidal hour markers that absorb the visual codes of the maritime signal flags into a more classical horological style. This fusion allows the Admiral to assert its status as a piece of fine watchmaking while retaining its nautical soul.
Movement and Technical Specifications
Powering the new Admiral is a proprietary automatic caliber developed in collaboration with Concepto. Beating at 4 Hz (28,800 vph) with a 72-hour power reserve, the movement features a stop-seconds mechanism and a quick-set date. A distinctive feature is the placement of the balance wheel at 12 o’clock, a rare configuration that echoes the linear architecture of the Golden Bridge and reinforces CORUM’s disruptive identity. The movement is visible through a sapphire case back, showcasing satin-brushed surfaces, polished bevels, and a gold-toned oscillating weight engraved with the CORUM Key.
The 39 mm range offers six references, exploring diverse materials and finishes. Highlights include a titanium piece (a first in the Admiral collection), a full steel model with a smoked blue gradient dial stamped with a wave motif by Montremo, and a monochrome version featuring a sunburst finish in stone gray—a direct nod to the manufacture’s façade.
A standout is the first skeletonized Admiral in titanium, which reveals the architectural clarity of the CO232 caliber, exposing the barrel at 6 o’clock and the escapement at 12 o’clock.
The 36 mm collection, introduced for the first time, offers five references that distill the Admiral’s codes for a more compact wrist presence. These include steel models with burgundy sunburst dials and gem-set variations featuring diamond bezels and mother-of-pearl dials, catering to a broader spectrum of collectors.
All new bracelets — regardless of material — are interchangeable without tools, thanks to a simple push-button system integrated into the case.
Golden Bridge
As the company explains: ‘The history of the Golden Bridge began in 1977 at the International Inventors’ Fair in Geneva. Independent watchmaker Vincent Calabrese presented a patented watch composed of 45 components. CORUM acquired the patent and collaborated with Vincent Calabrese to develop this unique movement.’ The caliber has linear gears, set in the middle of a transparent case and isolated in a space with no visible hinges. The CORUM Golden Bridge was introduced in 1980 with different models and in 2005, in celebration of the 50th Anniversary of the company, it was reinterpreted in a more contemporary vein.
This year, for the first time in its 45-year history, the iconic baguette movement is housed in a 100% translucent sapphire case, pushing the boundaries of transparency and light. Available as an Automatic or a manually wound Classic – each will be produced in strictly limited annual quantities.
A particularly interesting addition is the first Golden Bridge in titanium, finished in PVD CORUM blue—a hue derived from the original Admiral’s Cup. This version pairs the lightweight, technical nature of titanium with a 5N gold movement, creating a deliberate contrast of materials and colors.
The Miss Golden Bridge
The collection also welcomes the Miss Golden Bridge – originally introduced in 2010 – reimagined in pink sapphire. This piece, with its elongated tonneau shape and open construction, is designed to be worn like a cuff watch.
The vibrant pink sapphire offers a modern take on femininity. As with the blue sapphire version, the Miss Golden Bridge in pink sapphire is paired with a matching fabric strap, topstitched in the dominant tone of the movement and secured with a Velcro® closure.
Heritage: The Coin and the Golden Book
During our visit to the manufacture, we also had the opportunity to view the company’s heritage pieces; like different Coin watches, the Chinese Hat timepiece, the Romvlvs watch from 1966 or the collaborative piece with Rolls-Royce from 1976.
CORUM’s reverence for its archives is evident in the 2026 reissues. The Coin, first introduced in 1964, returns with an unprecedented $50 gold coin, replacing the historic $20 Double Eagle. This 36 mm timepiece houses an automatic movement and pictures the American monetary iconography: the eagle and the national motto. On the reverse, the allegory of Liberty and the coin’s face value.
Each year, CORUM revisits this legacy by reintroducing rare creations. For 2026, alongside the Coin, the brand returns to a bold and often overlooked model, originally released in 1996: the Golden Book.
Resembling a small book, the case opens via a pusher to reveal a blank page engraved with an Ernest Hemingway quote: ‘Now is no time to think of what you do not have. Think of what you can do with what you have.’
Crafted in gold and titanium with a manually wound movement, the Golden Book measures just 36 mm by 29 mm, with a thickness of 7.6 mm – CORUM offers for collectors a poetic approach to timekeeping.
Photo credits: Corum. Loupiosity.com
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