On October 8th, Corum became the latest company to pull out of the Swiss Baselworld fair, which is considered one of the more widely known places where designers congregate and share their wares.
“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 Corum CEO Jérôme Biard in a statement regarding the company's exclusion from 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.… [Our] 2019 and 2020 strategy is to organize more intimate and well-targeted events across three continents.”
LVMH’s watch group will still be attending the Swiss fair. However, nonexecutive chairman Jean-Claude Biver has shared in the reservations of some of his watchmaking compatriots. As a result of these recent drop-outs, Baselworld has been unleashing brand new initiatives to stay ahead of the curve.