YOU BEGAN YOUR CAREER AS A LOCAL NEWS EDITOR AND LATER AS A BUSINESS AND POLITICAL NEWS EDITOR. HOW HAS THAT JOURNALISTIC BACKGROUND SHAPED YOUR APPROACH TO LEADING PR AT A. LANGE & SÖHNE, AND WHAT UNIQUE ADVANTAGES DOES IT GIVE YOU WHEN WORKING WITH MEDIA TODAY?
It was an early chapter in my career, but you always benefit from experience gained in different professions. Having experienced the other side creates a kind of symbiosis. You understand what is needed from the other side, which helps in organizing your approach and maintaining attention to what is relevant or important for them. During my time as a journalist, I was often asking questions and sometimes receiving answers that were not very helpful. That is something I keep in mind today. It is important to take your counterpart seriously and respect them. In the end, we share the same interest in telling good and interesting stories.
YOU’VE SAID THAT THE WATCHMAKERS ARE YOUR BEST AMBASSADORS. HOW DO YOU TRANSLATE THAT PHILOSOPHY INTO TANGIBLE PR STRATEGIES?
Our strategy is not to use external brand ambassadors. The product is the hero, and the people who create the products are our watchmakers. We bring them to events and let them demonstrate what they are doing. At events, especially with customers, the best ambassadors are the people working on the watches. Collectors want to meet them, speak with them, and understand their work. It creates a meaningful interaction between someone who appreciates the watch and someone who has created it.
WHAT MAKES CLASSIC CAR EVENTS THE RIGHT PLATFORM FOR LANGE’S COMMUNICATION GOALS?
We have identified classic car events as the right fit because they focus on beauty, restoration, maintenance, and the passion behind mechanical objects. These values are very close to our world. People who appreciate classic cars often share a passion for fine watchmaking. It creates a natural connection, and the watches fit well into that environment. Over time, this has helped position the brand within that space.
A. LANGE & SÖHNE HAS REDUCED ITS GLOBAL POINTS OF SALE TO FOCUS ON DIRECT CLIENT RELATIONSHIPS. HOW DOES THIS IMPACT YOUR COMMUNICATION APPROACH?
We have fewer points of sale, but this reflects a different strategy. We are now closer to our clients, with more direct contact and communication. This allows us to receive feedback directly, which is very valuable. In the past, retail partners supported brand development. Today, having closer relationship helps us better understand our customers and strengthens the connection between the brand and its clients.
HOW DO YOU EXPLAIN HIGHLY COMPLEX WATCHES TO MAINSTREAM AUDIENCES WITHOUT OVERWHELMING THEM?
It is a challenge. We try to keep communication compact and focused on the main messages and features. Our press releases are designed to be concise, while additional technical documents provide more depth for those who need it. There is always a balance to strike. A highly complicated watch can require a long explanation, but in broader communication we focus on the essentials, while deeper discussions are handled through interviews and expert conversations.
HOW DO YOU BALANCE PR MESSAGING BETWEEN HIGHLY COMPLICATED PIECES AND MORE ACCESSIBLE WATCHES?
We offer a wide range of watches, from highly complicated pieces to simpler models, and all share the same level of quality in finishing and craftsmanship. The differences lie in complexity and the number of components. In communication, both sides are equally important. Each represents a different aspect of the brand, and both need to be presented to reflect the full scope of what we do.
HOW DO YOU DEFINE AND MEASURE SUCCESS FOR YOUR GLOBAL COMMUNICATION TEAM?
We track KPIs and look at performance, but the most important factor is maintaining strong relationships with key opinion leaders and ensuring presence in the right media. It is not about being everywhere. As a smaller brand, we must be selective. We carefully choose where to invest our efforts and where to present our products. It is about quality of presence rather than quantity, and about ensuring the brand is seen in the right context.
