Swiss luxury watch brand Corum is the latest name to formally announce its withdrawal from pre-eminent global watch fair, Baselworld.
The brand’s CEO, Jerome Biard, explained the decision: “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. 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.”
Corum has also indicated that it won’t be attending in 2020 either, as it mentions in its official press release that “the 2019 and 2020 strategy is to organise more intimate and well-targeted events across three continents.”
Time will tell whether Corum’s decision to pull out of Baselworld is a cost-saving master stroke or the beginning of a slow and steady erosion of the long-term value of the brand.