CORUM-has been a privileged partner of Swiss Prestige

CORUM AFFIRMS ITS POSITION ON THE ASIAN MARKET BY OPENING ITS FIRST BOUTIQUE IN HONG KONG





Press Release

Opened on Christmas day in the Central District, the CORUM boutique is the first flagship store of the brand. Representing 40% of Corum's turnover, the Far East market has grown quickly by double digit yearly increases since 2007. Hong Kong has thus become the place to be and a key market for the brand. A strategic opening that crowns a strong distribution network of 17 POS in Hong Kong.

For several years, CORUM has been a privileged partner of Swiss Prestige, one of the major partners for fine watches in Hong Kong & China. Convinced by the tremendous potential of the Asian market, CORUM has strengthened its retailers' network in Asia opening 3 new POS in 2009 and plans to open between 5 and 10 new addresses in 2010 in the 4 major areas of Beijing, Shanghai, Guangzhou and Shenzen and in major cities of Harbin, Changchun, Hangzhou, Kunming, Shenyiang.

At the end of 2009, the two partners merged their skills and strengths to open the first CORUM boutique in Hong Kong. A very strong message given by the two partners, a snub to the economic downturn, and reflecting the increasing attractiveness of CORUM in the market.

Located on one of the finest streets in the world, CORUM has selected the Mecca of Asian prosperity to host its brand showcase. Situated close to the famous area of LankwaiFong, the boutique sits among the most prestigious addresses & prime financial area in Central, which is the heart of the business district. It is also one of the major tourist attraction areas in Hong Kong, where major celebrations are held attracting thousands of local people & travelers alike. This Haute Horlogerie boutique offers an exclusive CORUM showcase, helping to promote our image, whilst playing an ambassadorial role for CORUM's points of sale around the world.

The brand slogan "UNLOCK & CONQUER" welcomes you to a symbolic representation of our brand. Showcasing eye-catching decor, the Corum boutique invites you into an area of 25 square meters to discover our brand DNA and to experience the Corum philosophy.

Asian Market
In Macao, the brand will open its second point of sale at Europe (1 Central Mall). Macao has become the place to be as Chinese visitors have selected it as the preferred location for their shopping activities.

In Hong Kong, Corum will relocate some of its points of sale to enhance its visibility by being showcased in more prominent areas. The brand wants to strengthen its presence as 80% to 90% of the business is generated by Chinese clients. To ensure our brand visibility and to respond to growing market demand, we will reinforce our presence with 5 to 10 new POS in 2010.

Corum has gained tremendous visibility in the past few years by benefiting from retailers large corner exhibition areas ranging from 12 to 18 m2.

Swiss Prestige

Jacqueline Ng, CEO & Managing Director said:
"As a luxury exclusive independent brand – Corum has experienced very strong growth due to the strength of its collection for the past few years. I am confident about the prospects of the Corum boutique in Hong Kong. The establishment of a Corum boutique in Hong Kong will further enhance and confirm the strong mission of the brand in Asia, sealed with an intense commitment by Corum management".
Founded in 1988 by Emil J.F. Klingelfuss, Swiss Prestige celebrated its 20th anniversary last year. Today the company is managed by Ms. Jacqueline Ng as its CEO & Managing Director and headed by Emil Klingelfuss as its Chairman. Firmly established as a leading agent of fine Swiss watches throughout Asia, with offices in Hong Kong, Beijing, Shanghai, and Taipei, Swiss Prestige is representing CORUM as sole agent in Hong Kong, Macau, China and Australia. Thanks to the quality of their work, their high-end network and their strong professionalism, they gained the trust of major watch brands.
http://www.swissp.com/

CORUM

Antonio Calce, CORUM CEO, said:

"What a wonderful and decisive step forward. This first boutique is a very strong symbol for Corum. As a logical following to the repositioning initiated in 2005, we continue to consolidate our strong distribution network. This boutique opening testifies to the health of the brand and its growth potential. A significant investment for a brand that remains independent. In the long term, we will continue on this path, giving us the means to grow in order to build a distribution tool that is increasingly competitive".

Founded in 1955 in La Chaux-de-Fonds, CORUM has, under the leadership of Antonio Calce since 2005, undergone a complete renaissance that has enabled it to achieve a consistency between the products and the demands for quality and creativity that are the very foundations of its credibility. Its firmly upscale move is a logical result of the brand's efforts to recapture its historical standing while significantly reinforcing its horological substance. CORUM's substantial investments have led to the integration of watchmaking professionals, the development of production tools, the enhancement of human resources and the promotion of staff training. The result is a brand once again entirely in tune with its genetic heritage. Positioned as an exclusive brand, CORUM offers high-quality watch collections featuring innovative and distinctive design, and equipped with sophisticated mechanical movements. Its 150 current models, spread between four key pillars – Admiral's Cup, Romvlvs, Corum Bridges and Artisans – enjoy a legitimacy rooted in the brand history. The full set of collections comprises models at prices ranging from 5,000 to 1 million Swiss francs and giving pride of place to precious metals and horological complications.
www.corum.ch

UNLOCK & CONQUER

Today Corum is represented in more than 500 points of sale worldwide. The development of its image and reputation will naturally grow with the opening of its own boutique network. More than a boutique, it is a true communication platform that will be enhanced by the brand yearly… To be continued.

The launch of a new tailor-made boutique collection will take place in the spring with an official opening that will be honored by the attendance of celebrities.

CORUM BOUTIQUE ADDRESS :
Corum Boutique – Central Hong Kong
Shop B2, UG/F, Century Square. 1-13 D'Aguilar Street, Central, Hong Kong