The CE approval opens Europe for Cornerstone Robotics as the company expands its global surgical robotics business
Updated
May 29, 2026 4:20 AM
A tray of surgical tools. PHOTO: UNSPLASH
As surgical robotics companies expand beyond domestic markets, regulatory approvals are becoming a critical part of global growth. Companies are no longer competing only on hardware and clinical performance. They are also competing on their ability to enter tightly regulated healthcare systems and build long-term hospital partnerships.
Hong Kong-based Cornerstone Robotics is now moving further into that phase of expansion after its Sentire Endoscopic Surgical System received CE Mark certification under the European Union’s Medical Device Regulation framework.
The approval allows the company to commercialize the system across European markets for minimally invasive procedures in general surgery, gynecology, thoracic surgery and urology. For surgical robotics companies, regulatory approvals often represent more than product validation. They also determine market access, hospital adoption opportunities and long-term commercial scale.
Cornerstone Robotics has already been building clinical operations in the UK ahead of the approval. Since 2025, the company has worked with Portsmouth Hospitals University NHS Trust on clinical investigations involving the Sentire Surgical System. According to the company, the system has been used across procedures involving urology, gynecology and gastrointestinal surgery. The company says the clinical investigation helped generate real-world data to support physician training, research and future adoption efforts.
Alongside the regulatory approval, Cornerstone Robotics is also expanding its local operations in Europe. The company established a UK subsidiary in 2025 and has been developing training, clinical support and after-sales service capabilities for hospitals using the system.
That operational buildout reflects a larger challenge inside surgical robotics. Hospitals adopting robotic systems often require ongoing clinical training, technical support and workflow integration alongside the hardware itself.
Cornerstone Robotics says its strategy centers around vertically integrated development across engineering, software, imaging and robotics systems. The company argues that this structure gives it greater control over product development, supply chain management and long-term operational stability.
Professor Samuel Au, Founder and CEO of Cornerstone Robotics, said: "Receiving CE Certification marks a major milestone in Cornerstone Robotics' evolution from a technology innovator to a global clinical solutions provider. From our first clinical investigation in Portsmouth, UK, to achieving European regulatory approval, each step of the journey reflects our commitment to proprietary innovation, product excellence, and clinical value. Looking ahead, we will continue expanding into key global markets and partnering with leading medical institutions to bring high-quality surgical robotic solutions to more physicians and patients worldwide."
The CE approval also comes several months after the company completed an oversubscribed financing round of approximately US$200 million in November 2025.
The funding and regulatory expansion together signal how surgical robotics companies are increasingly entering a more commercially focused stage of growth. Beyond research and development, companies are now investing more heavily in regulatory approvals, hospital partnerships, physician training and international operational infrastructure as competition expands across global healthcare markets.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.