Brand STRATEGY AND development, advertising campaigns, catalogues and
website design for the Swiss luxury timepieces company
Redesigning Corum's brand identity back in 2007, we went right to the root of the brand's raison d'être: what is the brand's core truth? There is a Corum watch for every great person you want to become, from the Coin watch to the Admiral's Cup, to the Romvlvs... All great people start their career with one key value: courage. So, what do people buy when they buy a Corum watch? They buy courage.
The "Unlock and Conquer" strapline flows naturally from this rationale: to be courageous means to unlock your heart and conquer the world. This gave an entirely new and deeper meaning to the brand's icon: the Corum key became the key with which to unlock your heart and conquer the world.