Another one bites the dust.

Corum CEO Jérôme Biard 

The Baselworld organisers should be very concerned, now that yet another brand joins the Swatch Group to announce their departure from Baselworld 2019. Corum CEO Jérôme Biard intends to take the brand in a new direction and “concentrate on its clients and watch enthusiasts.”

“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,” Biard said in a statement. “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.”

This marks the end of 62 Baselworld fairs for the brand, which will focus its 2019 and 2020 strategy on more intimate and targeted events across three different continents (presumably Europe, Asia and the USA). 

With five months to go till Baselworld 2019, this announcement comes at a relatively late stage. Will anyone else follow suit? Your guess is as good as ours.