After first teaming up this summer, Swiss watch brand Corum and market expansion services group DKSH celebrated a brand renewal at a Dec. 4 event in Tokyo attended by retailers and journalists.

For Corum, the partnership with DKSH is part of the brand's repositioning strategy, which includes plans to strengthen brand awareness of Corum in Japan.

In July 2008, Corum and DKSH signed an exclusive distribution agreement by which DKSH would become the exclusive distributor for the brand in Japan.

On Dec. 5, the two companies brought together guests at Tokyo's Aquavit Restaurant, where Corum Chief Executive Officer Antonio Calce told the story of Corum's full brand repositioning.


Corum Chief Executive Officer Antonio Calce with Japanese soccer player Hideki Nagai at the Dec. 4 brand renewal event in Tokyo.

“For Corum, this partnership is a reward from a peer, proving to us that the path we have traveled, the changes in the company structure and the brand repositioning have performed well, giving us back our watchmaking authority through the launch of several emblematic models, which showcase our expertise in the field of haute horlogerie,” Calce said in a media release.

DKSH, a leading player in the Japanese luxury and lifestyle market, helps other companies and brands grow their business in or with Asia, offering clients any combination of sourcing, marketing, sales, distribution and after-sales services.

Source: National Jewel Networkwww.nationaljeweler.com