Willpower, performance, a quest for perfection, Switzerland and the Neuchâtel mountains: these are the five values now sealed by the partnership between skiing legend Didier Cuche and the Corum watch company.

At 36 years old, the Swiss skier continues to proudly fly the national flag. His track record is breathtaking: a world championship title and an Olympic medal, four World Championship race medals, six crystal globes, 60 World Cup podiums and four victories in the prestigious Kitzbühel downhill event.

Didier Cuche is one of the highest performing, most outstanding and most highly appreciated skiers on the circuit. Perseverant, perfectionist and rigorous in his approach to his sport, he has taken his career to impressive heights while systematically recovering from multiple injuries, determined to transcend his own limits. The Swiss champion has now decided to share his values with Corum.

This local partnership is part of the overall international positioning strategy adopted by Corum, which has also chosen Loïck Peyron and Ben Ainslie as its top-flight ambassadors. Didier Cuche is guided by the same passion for performance and surpassing oneself. The ski champion, who lives just a stone’s throw from the company headquarters, immediately sensed a connection with the Corum philosophy. His encounter with Antonio Calce revealed a wealth of professional and personal affinities that enable the brand to consolidate its regional roots and its national influence.