Corum is experiencing a kind of resurrection with sales growing of 30% since the beginning of the year. For Davide Traxler, COO of the brand, this success comes from the fact that Corum has found a new stability after its acquisition by Citychamp Watch & Jewelry Group Limited (formerly China Haidian Holdings Limited) in 2013. Last year, the brand relaunched the pop Bubble collection. Rapidly, it has become a funky and successful collection that allows testing new creative ideas – at a point that Traxler is thinking about selling this collection in different distribution networks than the other collections. This revival was also an opportunity to rethink how the brand communicates and interacts with its customers and fans. It gave birth to a contest on Instagram that encouraged anyone to create its own Bubble dial. The most popular are now under production.