YOU’VE RECENTLY OPENED NEW BOUTIQUES IN LONDON AND CHICAGO. AND RENOVATED IN SINGAPORE. HOW DOES THIS SELECTIVE EXPANSION FIT INTO YOUR PHILOSOPHY OF “CONTROLLED, SUSTAINABLE AND SLOW GROWTH.” AND WHAT DOES A PHYSICAL BOUTIQUE OFFER THAT DIGITAL CHANNELS CANNOT REPLICATE FOR A BRAND LIKE LANGE?
In Singapore, we had a small boutique for a long time while waiting for the right location, which took time. The London boutique was also delayed due to property availability. Chicago was a natural expansion, as being present only in a few U.S. cities is not sufficient, and now the network there is complete. Most of our clients want to see a face behind the brand. They want someone who can guide them and support them, especially when it comes to difficult-to-obtain watches. The digital world is very transactional, but our customers are not.
YOU’VE DESCRIBED A. LANGE & SÖHNE AS HAVING “TWO SOULS” – AN UNDERSTATED, PRECISE DIAL AND AN OPULENT. HAND-FINISHED MOVEMENT. HOW DO YOU MAINTAIN THIS PHILOSOPHY IN AN INDUSTRY INCREASINGLY DRIVEN BY SOCIAL MEDIA AND BOLD, RECOGNIZABLE DESIGNS?
Communication channels change constantly, so content must align with who you are and the audience you want to reach. The two souls of our watches will not change. The level of detail in the movement, even in areas that are not visible, reflects the promise of the brand.
YOU CURRENTLY PRODUCE AROUND 4,500-5,000 WATCHES ANNUALLY WITH ABOUT 650 PEOPLE IN PRODUCTION. WHAT IS THE SINGLE BIGGEST CONSTRAINT PREVENTING YOU FROM INCREASING THAT NUMBER?
It is a combination of factors. We train our own watchmakers, and the profession is regulated. The apprenticeship takes three years, followed by at least two more years of on-the-job training before someone becomes fully effective. There are no shortcuts, and watchmakers cannot immediately work on highly complicated pieces. These constraints define the limits of what we can produce, regardless of demand.
MANY COLLECTORS FIND IT CHALLENGING TO ACQUIRE SOUGHT-AFTER MODELS LIKE THE ODYSSEUS. HOW DO YOU DISTINGUISH BETWEEN A GENUINE ENTHUSIAST AND AN “INVESTOR COLLECTOR.” AND WHAT ADVICE WOULD YOU GIVE TO SOMEONE HOPING TO BUILD A RELATIONSHIP WITH THE BRAND?
Many requests are driven by resale intent rather than genuine passion, which is not a market we aim to serve. Building a relationship starts at the boutique by engaging with the team and demonstrating genuine interest over time, often through other purchases. We prioritize long- standing clients who have been waiting rather than allocating pieces to new customers.
YOU’VE SAID, “NEVER WASTE A GOOD CRISIS” AND NOTED THAT A. LANGE & SÖHNE “SURVIVED 45 YEARS OF COMMUNISM.” HOW HAS THAT UNIQUE HISTORY SHAPED THE BRAND’S RESILIENCE, AND WHAT LESSONS FROM THAT ERA APPLY TO TODAY’S ECONOMIC UNCERTAINTIES?
A key part of our culture is to never stand still, based on the idea that one should expect from oneself what one expects from a watch. We do not rely on past achievements but focus on continuous improvement, making each watch slightly better than the previous one.
IN AN AGE OF AL AND INCREASING AUTOMATION, HOW DO YOU PROTECT THE HUMAN ELEMENT OF WATCHMAKING WHILE STILL RUNNING A MODERN, GLOBAL BUSINESS?
If precision were the only reason to buy a watch, a phone would be enough. What clients value is the idea that a skilled person has created something complex. If we replaced that with automation for speed, we would undermine the core of what we represent. The human craftsmanship is essential to our existence.
THE NEW LANGE 1 TOURBILLON PERPETUAL CALENDAR “LUMEN” INTRODUCES A LUMINOUS MOON-PHASE DISPLAY WITH AN INTEGRATED DAY/NIGHT INDICATION. WHAT DROVE THIS DECISION, AND HOW DOES IT REFLECT YOUR VISION WHILE REMAINING TRUE TO THE BRAND’S DNA?
We revisited a highly complex watch and created a new movement, incorporating advancements since the previous version, including the day-night indication. Developing the Lumen concept for an elegant watch required extensive experimentation, especially with the numerals, to balance daytime elegance and nighttime visibility. The development process took around six years.
YOU’VE MENTIONED NEVER MEETING GÜNTER BLÜMLEIN BUT BEING INFLUENCED BY HIS SPIRIT. WHAT PART OF THAT LEGACY IS MOST IMPORTANT TO PRESERVE?
He established clear design families with strict codes that must be maintained. We see ourselves as craftsmen first, not a luxury brand. The focus remains on the watches and the people who create them, and that mindset should continue for future generations.
