Corum pulls out of global watch trade show Baselworld

By

Isabelle Crossley

Published
Oct 10, 2018

The luxury watch brand Corum has decided to pull out of Switzerland’s global watch trade show Baselworld 2019 as part of its change of approach to its retail strategy.

Baselworld, Switzerland’s largest watch trade show, will not be hosting Corum at its upcoming edition. The news comes shortly after the Swatch Group also announced that it would not be showing at the trade show and its number of attendees has fallen due to concerns that it no longer offers the same amount of visibility that it used to.

“We are working hard, with positive results, to get Corum back on the path of its golden age, when Corum took the first position at the entrance of Baselworld,” said the brand’s CEO, Jérôme Biard in a press statement. “Today, our main objective is to focus on the real ‘ambassadors’ of the brand- retailers, final customers, and journalists. We therefore need to change our approach and invest the budget in other ways.” The brand also said that it has no plans to attend Baselworld 2020.

Corum is not the only luxury watch brand pulling out of large trade shows. Richard Mille and Audemars Piguet have both pulled out of the Salon International de la Haute Horlogerie in Geneva for similar reasons. Audemars Piguet also cited the evolving nature of the watch industry and the current need to focus on customer relations.