WATCHES & JEWELLERY
The latest luxury Swiss watch brand to set up shop in the ultra-modern metropolis of Beijing, Corum marked this milestone recently with the presence of its new global brand ambassador, Hu Bing
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Corum makes greater inroads into the lucrative market of China with the opening of its first boutique in Beijing. Measuring 88sqm, the latest retail haven is located at Macau Centre in Wangfujing Street, the busiest commercial belt in the capital city. Boasting a design concept of white and champagne gold complemented with bespoke oak furniture, it provides a luxurious shopping environment befitting fine Swiss watchmaking. Excitement for its grand opening in November last year was fuelled by the superstar presence of Hu Bing who was appointed as the La Chaux-de-fond manufacture’s global brand ambassador. Also present was Jerome Biard, CEO of Corum, who described the actor/model as the ideal personification of the Chinese gentleman. “Hu Bing has an extraordinary taste and unique understanding for watches,” Biard said. “And it’s his persistence in his career that has made him evergreen in the world of entertainment.” To celebrate the opening, Corum also unveiled four new watches—two new interpretations of the iconic Golden Bridge in titanium and DLC coating case with the baguette movement in a choice of white or pink gold, plus two models of the all-new Heritage Lab 1 limited series. The calibre for the Lab 1 line was designed according to the barrel-shaped case, which is an unusual approach. Each limited to 99 pieces, the open-worked dial is embellished with either red or white accents, and reveals the skeleton CO 410 calibre with a micro-rotor that boasts a contemporary spiral finish. Thrilled by Corum’s latest milestone, Biard enthused: “Beijing is an important international metropolis. The boutique here, which carries all the Corum masterpieces, will certainly enhance the brand image.”
“Beijing is an important international metropolis. The boutique here will certainly enhance the brand image”