![]() ![]() To mark its 40th anniversary Corum commissioned a new design center which is interesting for a number of reasons: it is tangible evidence of the company's policy of continuous innovation and it is the product of an architectural competition. Time moves on, each second thrusts us onwards into the future, and it is a mistake to claim to have mastered time without having the courage to move forward constantly.to offer the wearer a watch that reflects his or her own vitality. True creation cannot be compared to merely re-inventing old models that have proved reliable in the past. This motto has become the keynote of Corum's policy. Their attitude might best be summed up as follows: "To create is to construct, and to construct is to live". Rather than merely resting on its laurels, hoping to maintain the value of its tradition, at the cost of new ideas, Corum continually debuts new designs. From the "Golden Bridge" to the "Limelight", "Coin Watch", "Romulus" and "Admiral's Cup", Corum's products reveal a progressive attitude that is quite rare in today's watchmaking world. A vast range of original designs, which with their infinite variety, define the Corum style - always in the forefront of time. Corum watches are immediately recognizable as such, and although a few of the movements are based on ebauches, these ebauches are often reworked by Corum's in-house watchmakers. Today, Corum can be justly proud of the fact that it has one of the richest collections in its field. In fact, machining the inside of the case, so that a movement can be fitted, can in and of itself take several hours of patient work. It would be a bit misleading, however, to say that such a procedure can be accomplished like clockwork, for in reality, completing a Corum gold coin watch requires numerous steps and many painstaking hours of meticulous hand-finishing. Corum's breakthrough was making it as a wristwatch. Although other companies had made this style of watch since the 1920's, it was always as dress pocket watches. In the Corum workshops, genuine mint-state Liberty eagle ($10) and double eagle ($20) coins are carefully cut in half, and in between the obverse and reverse of the coin, a high-quality movement is carefully inserted. ![]() Shortly thereafter, the company carved out a significant niche for itself, one that remains theirs alone to this day, with a classic model that quickly became an international best-seller: the $20 Liberty Eagle watch, which is made from a genuine U.S. Their alliance quickly established creativity and traditional craftsmanship as the order of the day. ![]() When the co-founders of the company, Simone Ries and René Bannwart, joined Gaston Ries' watchmaking workshops, they knew that their new firm would benefit from this solid experience. The Corum adventure started in 1955, in La Chaux-de-Fonds, Switzerland.
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