CORUM SETS ITS SIGHTS ON THE BEAUTIFUL CITY OF BANGKOK FOR ITS NEW CONCEPT STORE – THE CORUM WATCH CLUB
The grand opening of Corum’s first Concept Store, the Corum Watch Club, took place in Bangkok on Thursday, May 11. This store marks a significant milestone in Corum’s partnership with Baechtold Jewelry & Watches, which has spanned nearly 30 years. The store is managed by Tevin Baechtold, a second-generation family member of Baechtold Jewelry & Watches.
Baechtold Jewelry & Watches, founded by Dr. Soipetch Resanond Baechtold and Mr. Philip Baechtold, has been Corum’s leading brand since the 1980s and has had an exclusive partnership with Corum since 1993. Over the decades, Baechtold has collaborated with every era of Corum, beginning with the founding Bannwart family. Tevin Baechtold and Corum’s Vice President, Mr. Boon Chong Soon, collaborated on this exciting project to launch the Corum Watch Club in Thailand as a tribute to their long-standing partnership.
The Corum Watch Club is not just a traditional retail store but more of an unconventional clubhouse. It aims to create a welcoming community for both customers and collectors, and there is no membership requirement to enter. The store provides a space to relax, view the latest Corum timepieces, learn about the brand through special exhibitions and events, and enjoy a tranquil environment for savoring drinks and cigars.
The store’s interior design combines locally sourced wood from Thailand with contemporary white surfaces. A balcony on the 2nd floor of the Gaysorn Shopping Center in the Ratchaprasong District offers spectacular views of the city. This location was chosen due to its proximity to luxury hotels, shops, restaurants, spas, and famous spiritual shrines in Bangkok.
The Corum Watch Club will feature timepieces from private collectors, as well as historical pieces from the Corum museum. The aim is to educate new collectors about the brand, its creativity, and innovative techniques. Special limited editions designed specifically for the passionate connoisseurs in Thailand will also be available, along with Corum’s recently released jewelry collection, which is rarely seen elsewhere due to its limited availability.
Boon Chong Soon, Corum’s Vice President, expressed that the Corum Watch Club represents an effort to provide a space for Corum collectors and fans in key markets. Thailand has been a strong market for Corum, and with the support of the Baechtold family’s second generation, Corum hopes to strengthen its presence in this loyal market. The Corum Watch Club not only caters to current collectors and fans but also aims to attract a new generation of Corum watch enthusiasts by providing a space for them to discover the brand and learn about its history.
The Corum Watch Club is located in Gaysorn Tower, part of the Gaysorn department store in Bangkok. It is easily accessible by car or Skytrain and operates daily from 11:00 AM to 7:00 PM.
For more information, please visit Corum-Watches.com.
