Interviewed: Irina Ivanova
Perfect mechanisms and models of the key four collections of the Swiss watch brand “Corum” were presented at the recent individual exhibition in Dubai at the “Dubai Mall”.
We met with CEO and shareholder Antonio Calce, whose visionary strategic planning helped win the brand’s position in a cohort of high-end Swiss manufactories. A successful entrepreneur and manager shared his vision of brand competitiveness in the watch industry.
Antonio, you have vast experience in the watch industry. Since you started working at Corum, have you been satisfied with your success?
Having worked 13 years at the Richemont Group, I can say that I went through a fantastic school. When I joined Corum in 2005, as a vice president in the development and improvement of key models, the brand was out of the market.
It is quite difficult for the survival of the company, because there are always many competitors. But now I clearly see that people understand the product and, importantly, understand our strategy. Thanks to her, the company not only revived, but also became perhaps the most powerful niche player in the market. We understand that today it is necessary to build, first of all, brand awareness. This process, of course, will never end, but I am sure that within 8-10 years we will move to a special stage. And it is really interesting.
What are the main changes that have occurred since you joined the company as an entrepreneur?
Now the brand has a clearer and more tangible identification of the model range: the revived collection “Romulus”, “Admiral's Cup”, “Golden Bridge” and the special line “Specialties”, which make up the models produced for collectors - "Coin" (Coin), "Sapphire Tourbillon" (Sapphire Tourbillon).
We are moving in two directions: the sports type of the model “Admiral’s Cup” and the exclusive “Bridges” - a unique product of the highest class. My approach in promotion is to shape their value in the watch market in the long run.
Plus, proper distribution is an important component, the quality of the presentation is very important. Sales agents are often driven only by the desire to make money, and this sometimes can go against the strategy of promoting the brand of the company itself. In Dubai, we like to work with Ahmed Seddiqi & Sons, we can fully rely on their competence and elite positioning in the UAE. And in Moscow, we decided to open our own sales office. Russians travel a lot, and recognition in Russia is very important for me: Russians know you - they know you everywhere. Each country has its own brand awareness building strategy. Two years ago, we started a PR campaign with Zenith, I consider it an ideal tool for brand promotion. If we followed the path of standard advertising, then for the recognition in Russia that we have now achieved, it would take us 2-3 years and a huge amount of money. And with the help of several events a year, where about 300 guests are present, the brand image is built at a really high level, and this is what I want. It's not just about advertising, you need to “connect” to people, the ability to show them the product. This is the key that opened many doors.
You already have 2 iconic products. Do I need to invent something new?
We were very lucky because we are not "performers of one song." Most watch brands have only one important element, we have two - this is our great advantage and potential.
Not so long ago, the design of the watch was not important as it is today. You could simply assemble the clockwork and sell it. Today, buyers know a lot about the watch, and they want the design to match the internal content. Our difference from other brands is based, including on design, not to mention the uniqueness and high quality of the watch mechanism. The Corum brand is under 200 years old, but we adhere to the following key points: real history, a landmark product and technology exclusivity. You cannot build a business without these three basic aspects, and you cannot survive in this world. We have a patent for a unique technology, this is important, and changing models every year may be unreasonable.
Because it's a fashion brand strategy?
Exactly. We are not a fashion brand. That is, our customer should not change the Corum watch for a new one in a year. This would adversely affect the image of our customers and the reputation of the company. People buy watches not for $ 1,000, but for 50-100 thousand, and we must respect the consumer. If you purchase Corum, you get a watch for the long term, in the long run. This is our motto.
Flagship legend
The Admiral's Cup collection paved the way for success for the Corum brand. The first model was named after the honor of the post-war major international regatta, held under the auspices of the British Royal Ocean Racing Club. It was equipped with an exclusive mechanism with a one-of-a-kind mechanical indicator of the speed and time of the tides. These models are still legendary, thanks to the inextricable connection with the leading regattas of the world and famous yachtsmen.
