Often times international divisions of watch makers outside of their home region are actually separate companies that are given permission to use the brand’s trademark. It can get confusing of course, but the concept is easy to understand when you realize that it is difficult to oversee operations and distribution of a brand worldwide. This was the case with luxury watch maker Corum. Who until recently relied upon the separate entity Corum USA, to handle its American market operations. This includes everything from sales, to support, and of course watch servicing.
In a bold move, Montres Corum Sàrl has acquired Corum USA LLC. The current owners of CORUM USA will likely remain in the watch distribution business, but Corum Europe will entirely oversee the American operation of the Corum brand. As such, Antonio Calce, the CEO of Corum will preside as the interim President of US operations until a final US President for the brand is appointed. The move will in no way disrupt the current distribution and sales of fine Corum timepieces in the US. The brand has recently revitalized their efforts and we should be seeing an increase in new products and hopefully brand presence in the US. The move by CORUM was meant to strengthen and improve its relationship with the US retailers who are key to the brand’s success.
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