On the eve of the first stage of the Julius Baer Challenge, the CORUM Grand Prix launches the season by hoisting sail aboard racing's most famous Swiss regatta. Above all it is a story of men that will be written because, even if on water it is competition first, on land it is solidarity and a wonderful team who are in the spotlight.
"The components of society are not human beings, but the relationships between them."
Arnold Toynbee
Independent watchmaker Corum has pulled off a sailing double with its partnership with the famous Okalys-Corum team and by lending its name to Switzerland's premier regatta, the Corum Grand Prix; a story that above all marks the meeting of passionate people.
During the press conference that inaugurated the competition and introduced each contributor to the fame and success of this course, Antonio Calce, CORUM CEO, gave the reasons for this partnership and these objectives.
"Although the world today is primarily business-driven, it has no meaning without the events that mark our lives. Today, true values are back, founded on human relationships. History has always marked its major steps with people. And it is precisely these people, their values, beliefs, determination and cohesion that sporting competitions such as the Julius Baer Challenge and its various races honour. For 5 years, CORUM has been undergoing a process of repositioning and reconstruction. It is through the combined efforts of a team, now composed of about 160 people, that this challenge has been won.
CORUM regained its exclusive brand positioning based on a collection of 150 products made in limited edition or limited production. Since its establishment the brand has shared a passion for the sailing world, a passion that has been conveyed by the founding families and later by the brand itself. Although the brand's identity has been reviewed over time, sailing events have always been and remain one of our priorities in order to continue to write stories containing common values with the athletes, sailors and teams. The meeting with the Okalys-CORUM team is one of those that enrich you. We were very touched by the energy of this team, combining simplicity and grandeur, modesty and tenacity, tactical calm and inner strength. A team that shared the CORUM credo at all times: "where there is a passion, great achievements are within reach." Let each of you, and each of us, offer their best. "
Reaffirming its commitment to sailing, Corum is continuing its history and expanding its presence in the sailing sponsorship arena. The Geneva Grand Prix has become one of the favorite venues of Nicolas Grange and his crew after their three consecutive victories. As a major sponsor of both the Grand Prix and the Okalys-Corum team, Corum has linked its name to top-class sailing events for a long time. Today, it has signed a three-year partnership and has every intention of building up a lead in this discipline.
To commemorate this new challenge, Corum has created a custom trophy for the event. The names of all winners will be engraved on it, in the order of their victories. As the Grand Prix's official partner, Corum is running up its watchmaking colors and lending its precision to seafaring timepieces and chronographs. Corum will reward the winning team with a titanium Admiral's Cup Black Hull 48 watch, the brand's iconic model famous for its dodecagonal bezel and a dial decorated with nautical pennants. This model will symbolize the two partnerships by becoming the official watch of the Corum Grand Prix and the Okalys-Corum team.
While passion, determination and innovation are associated with Corum's image today, it is mainly shared values and the achievement of dreams and challenges that are at the heart of these partnerships.
Corum Watches CEO Antonio Calce said:
"Our overall repositioning of the Corum brand – which is expressed by a return to our roots in terms of both our product strategy and our public-relations policy – naturally led us to support a major national-level competition and a high-level team such as Okalys-Corum. Throughout its history, Corum has supported regattas, but also sailors, individuals. The authenticity and charisma embodied by this team perfectly reflect our values, and the determination that guides us all proves that where there is a passion, great achievements are within reach."
Nicolas Grange, a man of enthusiasm and determination, added:
"To achieve success, it is essential to reconcile performance with enjoyment. To get to that point, I have been able to rely on the truly talented and motivated people with whom I have been sailing for four years. Having the possibility of counting on the support and recognition of a company like Corum today is a reward and an additional incentive. While sponsoring is necessary for the survival of our class and our competitions, my decisions are guided by the human adventure more than anything. With Corum, it was common values and a shared liking for performance and passion that brought us together." Of his next objectives he says "Our goals for 2009 are, in this order: a victory in the Bol d'Or Mirabaud that would let us win this trophy conclusively and write our names in Swiss sailing history with 3 wins in 5 years; a medal in the Julius Baer Challenge, and of course a victory in the Corum Grand Prix, where we usually do well, having already won the event three times out of four..."
Creating Long-Term Value
Ever since Corum initiated its product repositioning strategy, the brand's primary goal has been to create long-term value. True to this philosophy, Corum has also chosen to support various projects in the world of sailing. These two new partnerships, for example, are strengthening the brand's ties not only to sailors such as Ben Ainslie but also to projects with a human dimension, such as the assistance given to famous yachtswoman Ellen MacArthur's foundation. So together they are working now to lay out a future that promises great victories and especially innovative projects.
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