By breaking with the codes of luxury watchmaking, Corum has made Bubble a unique model that has become a legend since the very first edition in the 2000s. The brand has teamed up with a number of artists and given them carte blanche to reinterpret the piece and create their very own edition. It’s now the turn of French-Senegalese rapper and entrepreneur Booba to invent his own models and create an exclusive Booba edition.
Thanks to this creativity, Booba and Corum are presenting not one, not two, but three Bubblesque models in several different versions. The dial of the first model features the cover of the rapper’s eighth album, Nero Nemesis, released in 2015.
For the other two models, Corum chose to call on the talent and creativity of the students of the La Chaux-de-Fonds School of Applied Arts (EAA). The creative style is therefore in perfect harmony with the rapper, the result of collaboration between Booba, the EAA and Polish designer Kamil Borowski. This is joined by a skull under the word Kopp, the rapper’s nickname.
The partnership between Corum and Booba was an obvious choice for Davide Traxler, CEO of Corum: “Both of our brands have broken free from established conventions, and continue to do so to create the codes of tomorrow.” Symbols of their time, Booba and the Bubble have constantly moved forward and dared to assert their creative differences. By uniting an audience from seemingly disconnected generations, origins and backgrounds, they have become standard-bearers for a new vision of the future by taking possession of it.
This drive and need to move forward characterize the Bubble spirit. It is this same power that makes Booba one of the most important figures in francophone rap. Driven by an independent mindset since his debut with the group Lunatic, Booba has constantly renewed and reinvented himself, as shown by his recent hit DKR. “I have total freedom with Corum. I would have never been able to work with them if they had wanted to restrict me.” It was this mentality that also led him to found the successful label 92i, the Unkut clothing line and the OKLM media network (website, radio and TV).
