Craft Your Dreams | Corum Watch

JJ Chuan
Dec 25, 2025
2 min read

Updated: Dec 28, 2025

Luxury Swiss Watch brand Corum's First Singapore Brand Ambassador Rocks!

Corum Singapore is proud to announce the appointment of budding creative entrepreneur, Ms J.J. Chuan, founder of rehyphen® and creator of MusicCloth®, as the first Friend of Corum Singapore. This appointment further exemplifies Corum’s unwavering commitment and support towards women entrepreneurs since 2016 when the brand first became the Official Timepiece for Women Entrepreneur Award.

In an era of flippant ambassadorships where swathes of cash are exchanged for short-term celebrity stardust, it is heartening to hear that Corum Singapore is bucking the trend with the appointment of its first Singapore Brand Ambassador.

Our founder J.J. Chuan artisan-slash-entrepreneur’s passion for her niche craft fully resonates with Corum’s spirit of oft-kilter creativity. rehyphen, is an up-cycling start-up that transforms discarded cassette and video tapes into works of art. Corum admired Chuan's bold creativity, passion, and commitment to making a difference, aligning with Corum's ethos of originality and dreams. J.J., together with her brand rehyphen® and product MusicCloth® reflects the true essence of Corum’s tagline “Craft your dreams”.

As for Corum Singapore, the partnership with Chuan is part of the global brand’s wider efforts to work with likeminded people, and not just cash-for-hire ambassadors. Additionally, the collaboration echoes Corum Singapore’s support of women entrepreneurs, which started in 2017 when it became the official watch partner of the Women Entrepreneur Award.

Corum Watch Singapore first ambassador _ friends of brand_ media press release ceremony

Francis Leong, Country Manager for Corum Singapore said, “Audacity and being different is what Corum believes in and what sets us apart from our peers in the watch industry. Evidently shown in our Bubble and Golden Bridge collections. We continuously seek out interesting collaboration with talented individuals who are passionate with what they are doing and are bold enough to make a difference. "

"It is J.J.’s passion and creativity that attracted us. Her boldness to take the less trodden path as an entrepreneur and her innovative idea to up-cycle something outdated in current times but full of memories of the past, cassette tapes. Transforming cassette tapes into something that is both usable and meaningful. At Corum, we are about crafting your dreams. We want to be the pillar of support to individuals in crafting their dreams and fulfilling their pursuits to excel in what they do. We welcome J.J. on board the Corum family.”

Corum Watch Singapore first ambassador _weaving cassette tapes workshop with Muse editor

Speaking of the collaboration, J.J. said, “In the era of true individuality, Corum and rehyphen® strongly believe in a new way of mass personalisation. Our products are not just a one-size-fits-all, but we both own a beautiful and touching story behind each product in a holistic approach. It is a great honour to collaborate with Corum and I believe there will be more exciting ideas coming soon!”

J.J. also sees much synergy in the collaboration. “Both our brands explore the power of being meaningful with our hands. It has the power of creating a difference. We truly treasures craftsmanship, times, making a conversation with our community. We also encourage everyone to get curious about how things are made”, she said.