Steve Shonebarger has been named executive vice president and chief operating officer of Corum in North America.

This story first appeared in the January 12, 2010 issue of WWD. Subscribe Today.

Shonebarger’s appointment comes after the October restructuring of the 55-year-old watch brand in which Corum fully acquired subsidiary Corum USA LLC from Michael Wunderman, son of the late Corum owner Severin Wunderman, as well as Johnny and Steve Wizman, owners of Corum USA LLC since 2008.

Shonebarger reports to Antonio Calce, president and chief executive officer of Corum and its U.S. distributor Montres Corum USA LLC.

“Even though [the U.S.] market is still very difficult due to the economic downturn, it remains a key market for our brand that has not reached its true potential yet,” said Calce. “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 it deserves in the U.S.”

Shonebarger, who took on the new role at the Swiss watch firm earlier this month, has a 25-year background in the fine jewelry and watch arena. He had stints at Harry Winston, as managing director for watches and jewelry, and at Bulgari, where he has for nine years been senior president and director of wholesale in North America.

At Corum, Shonebarger is responsible for increasing brand visibility and maximizing the image of the firm, in addition to boosting sales. He leads a team of 18 employees.

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