Antonio Calce CEO of Montres CORUM Sàrl

A man of products, an entrepreneur and an assembler, Antonio Calce first set about the task of re-focusing the product collection on its foundations and working on the brand at its DNA level. Then, he concentrated on investing in human capital in order to rebuild know-how within the company. With a view to regaining independence for CORUM, Antonio Calce initiated a process of skill integration, with a view to mastering the creation and production of the movements and leading the brand step by step towards its verticalisation.

Today his two priorities are a selective distribution network, to enable strong brand positioning, both in terms of quality and quantity, and the development of the brand image through a product-based communication strategy.
Although 2008 has been an exceptional year for CORUM, revealing his remarkable knowledge levels in terms of high watchmaking, in 2009 Antonio Calce will reveal some unprecedented watchmaking creations and developments.

Antonio Calce, born on 19th April 1967, is married and the father of three daughters aged 9, 7 and 2 years. An engineering graduate of a Higher Technical College, he also has a diploma in business management from a Higher Business School (HES).
In 1994, he joined the Richemont Group as Manager of the Technical Department of the Piaget Manufacture. He was then given greater responsibilities in the management of methods and logistics.

In 1997, he became Director of Product Development for the Piaget and Panerai brands. This new experience enabled him to develop his strategic vision and to complete his technical and product profile by actively participating in the development of strategic marketing plans as well as the product development policy.

In 2000, he was appointed Chief Executive Officer of the Panerai Manufacture. Called to participate in the construction of the brand, he was given the task of creating the Manufacture’s brand management tool. This involved defining the organisation, putting the human capital in place, integrating professional skills and utilising his qualities as an entrepreneur and talented designer within the Panerai brand. Within 5 years, he had developed a winning product and movement strategy, in particular, with regards to the development of the first automatic 13 1/4 line movement on the market.

In 2005, in his development capacity, he was invited to join the CORUM brand as Vice President of Operations. A true strategist, he put his entrepreneurial qualities to the service of the brand and took up the risky challenge of repositioning CORUM and redefining both its organisation and its managerial structure.

By mastering all the development stages of a watch, Antonio Calce brings his know-how from the creation through to the product launch to the market, including all the phases of the technical development, industrialisation, production and distribution.
In February 2007, he was entrusted with the position of CEO of the company in order to continue managing the product strategy on a long-term basis. Enjoying the renewed success of CORUM, Antonio Calce plans to increase the brand’s authority by protecting the strong product coherence based on 4 pillars (Admiral’s Cup, Romvlvs, Golden Bridge, Artisans).