Corum unveils its new USA organization


Corum unveils its new USA organization

Antonio Calce remains President and appoints Steve Shonebarger, new Executive Vice-President, Chief Operating Officer
La Cote des Montres - December 22nd, 2009

After the takeover of Corum USA LLC on October 1st, Montres Corum Sàrl now announces the new organization of its US subsidiary: Antonio Calce remains President and appoints a new Executive Vice-President, Chief Operating Officer.

As of January 2010, Antonio Calce, Chief Executive Officer of Corum watches will keep the presidency of the US subsidiary and will be supported by Mr. Steve Shonebarger, appointed COO and Executive Vice-President for North America.

Antonio Calce - Corum Watch CEO
Antonio Calce, Corum CEO and President of Corum USA said:
“For me, it is crucial to confirm my status of President on this market since it reflects the importance of the US market which has a tremendous promise to reveal. Even though this market is still very difficult due to the economic downturn, it remains a key market for our brand and has not reached its true potential yet. This new organization aims to unify all our forces to regain the trust of our retailers, strengthen our relations with our partners and give Corum the success its deserves in the U.S. By appointing Steve Shonebarger, we rely on a man benefiting from a sound experience in the US. As a brand ambassador, he will closely manage the business. Steve will be supported by a local team of 18 people as well as by every Department at Corum HQ who has proved in recent years all their strength and prominent skills. With this new organization, CORUM will achieve its USA target in line with our international strategy.

Steve Shonebarger – Short Biography


As a successful senior executive with over 25 years experience in retail and wholesale luxury watches and jewelry in the United States, Canada and Caribbean, Steve has been the strategic leader for many successful brands.

Steve Shonebarger - COO & Executive Vice-President of Corum USA

In 1996, he joined HARRY WINSTON INC. in New York and was appointed Managing Director of the Ultimate Watch Division and Wholesale Jewelry Division of the brand. By developing and executing strategic plans for the U.S. and Caribbean luxury watch division and by supervising the worldwide wholesale distribution network, Steve set up the U.S distribution from inception and significantly developed the brand notoriety in US.

Over the past 9 years he was Senior Vice President and Director of Wholesale North America for BVLGARI CORP. OF AMERICA in New York. This new experience enabled him to re-build the wholesale network of the brand to a strong position consistent with BVLGARI’ own retail stores. Today being entrusted with the position of COO and Executive Vice-President of Corum USA, Steve is expected to expand significantly the brand image of CORUM and its sales. Based upon his vast experience, strategic vision and strong network especially with prestigious professional affiliations (Director of the American Watch Association, Executive Director of the Jewelry Information Council, Director of Jewelers Vigilance Committee) we are confident Steve will excel in his new position.



Positioned as an exclusive brand, CORUM offers high-quality watch collections featuring an innovative and distinctive design, and equipped with sophisticated mechanical movements. Its 150-current references, spread between four key pillars – Admiral’s Cup, Romvlvs, Corum Bridge and Artisans – enjoy a legitimacy rooted in the brand history. The full set of collections comprises models ranging from 5,000 to 1 million US$ retail price and giving pride of place to precious metals and horological complications. Founded in 1955 in la Chaux-de-Fonds, Corum has since 2005 undergone a complete renaissance that has enabled it to achieve a perfect match between the product and the demands for quality and creativity that are the very foundations of its credibility. Its firmly upscale move is a logical result of the brand’s efforts to recapture its historical standing while significantly reinforcing its horological substance. Corum’s substantial investments have led to the integration of watchmaking professions, the development of production tools, the enhancement of human resources and the promotion of staff training. The result is a brand once again entirely in tune with its genetic heritage.