On October 28th Corum launched another bout ique in China, in the famous shopping mall Plaza 66, in Shanghai. Opened in partnership with Swiss Prestige, Corum's new boutique reinforces the continuity of the brand's distribution strategy and demonstrates its desire to consolidate its presence in the long term.

CORUM opens a new boutique in Shanghai

Shanghai Boutique ribbon cutting - Alain Chung, Iris Tsui, Jacqueline Ng, Heinrich Schellenberg, and Antonio Calce

Mr. Antonio Calce, CEO of Corum, Mr. Heinrich Schellenberg, the Consulate General of Switzerland in Shanghai, Mr. Alain Chung, famed timepiece connoisseur and collector, Mrs. Jacqueline Ng, CEO of Swiss Prestige Group, as well as Mrs. Iris Tsui, Plaza 66 Senior Leasing Manager, all being honored guests, officially cut the inaugural ribbon at the boutique opening ceremony.

The new Corum Shanghai boutique is situated in Plaza 66, the city's most prestigious luxury brand shopping mall. Located in the international, modern, high-end commercial hub of Nanjing Xilu, with an impressive height of 288m tall, 66 floors and a total of 30,788 square meters, Plaza 66 is one of the landmark buildings of the Shanghai Puxi area. It is even considered as China's trend-setting platform, gathering many of the world's largest luxury brands. The Corum boutique measures approximately 700 square feet, with its refined yet friendly interior design illustrating the brand image. Under the slogan of 'Unlock & Conquer', customers enter the world of Corum, discovering the history of the brand, as well as its timepiece making expertise and philosophy. Boutiques offer unique buying experiences for customers enabling them to experience the brand's spirit and boutique-exclusive collections.

Since 2007 the sales figures from the Far East market have been increasing in double digits, making up a steady 40% of Corum's whole business worldwide. For more than ten years, Corum and the Swiss Prestige Group, one of the brands major partners for fine watches, have merged their skills and strengthed to reposition and establish the brand in China. Having much confidence in the Asian market, Corum has been setting up new retail points in the area since 2009 to reinforce its distribution network, and at the beginning of 2010 Corum opened its first brand-name boutique in Hong Kong.

Antonio Calce, CEO of Corum said: "Three boutique openings in less than one year! This is an obvious sign of Corum's determination towards a more qualitative and global presence and to build a distribution network with a perspective on the long term. This new boutique shows the immense faith Corum places in the development of the Chinese market and the significant investments the brand is determined make to support it. Convinced by the brand awareness amongst Chinese consumers and their deep knowledge for high end horology, Corum will continue to strengthen its presence, providing us the means to grow. The next step is planned in Beijing."

Positioned as an exclusive brand, Corum offers high-quality watch collections featuring original and unique designs, outfitted with horological movements. Corum will hold a special exhibition displaying the brand's development and history in Plaza 66, allowing the Shanghai public to experience first-hand the awe and beauty of the brand's Vintage collection, inspired by the brand's historical creations, entirely dedicated to the boutique concept. This collection will be enhanced every year with a new model.