Jérome Biard: ‘The Chinese Are 100% Behind Corum’

by eggplant in BFI

The new director of Corum and Eterna will take his functions next September, replacing Davide Traxler. Jérome Biard mentions his future Chinese bosses and explains why he gives up the idea of collaborating with Amazon for e-commerce. Officially, he has not yet taken over but Jérome Biard knows the two watch brands from La Chaux-de-Fonds (NE) and from Granges (SO) that he will take over in September very well. During the past eight years, he contributed to sell the two brands on emerging markets as general manager of LPI, a Russian company specialized in luxury goods distribution. Since 2013, the owner of Corum and Eterna is the Chinese businessman Kwok Lung Hon and his diversified group Citychamp. The two previous directors – Antonio Calce (2007-2014) and Davide Traxler (2015 – 2017) – will have stayed less than two years under this president. It’s time for Franco-Swiss Jérôme Biard (who worked for Vacheron Constantin, Cartier and Girard-Perregaux in the past) to take on the challenge.

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