A. Lange & Sohne reveal its inner beauty
A. Lange & Sohne takes pride in all its movements that reflect an almost 170 year heritage of the Saxon manufactory. In 1994 Lange was able to present the first collection of wristwatches named; the Lange 1, the Saxonia, the Tourbillon “Pour le Mérite” and the Arkade
“Day & Night” Magazine visited the Salon International de la Haute Horlogerie, earlier this year and had to pleasure to sit with the CEO of A.Lange & Sohne, Wilhelm Schmid who shared some insights into the company’s success.
What was the feedback like on the Zeitwerk Minute Repeater?
The feedback on the Zeitwerk Minute Repeater has been phenomenal. The complex movement is different from the traditional Grand Complication we launched two years, as this latest model is much more refined. Our clients love us because we surprise them, and The Zeitwerk Minute Repeater does just that – it surprises. The timepiece is worth 440,000 euros, so we don’t produce this in large quantities, therefore making it a limited edition piece.
Why did you put the Moonphase feature on the case back, instead of on the dial of the Terraluna?
One of our values is that we don’t do things to impress the public. From a distance our watches are understated, but once the owner wears the watch, the true beauty and craftsmanship is revealed to them and them alone. So featuring the Moonphase on the back of the case, hides the function from view but only reveals itself when the owner wants to look at it, making it their little secret. Another reason was that the brand doesn’t like cluttered dials and useless functions that hide the beauty of the dial and make it hard for the time to be read. We want simplicity, and adding complex features on the dial hinders the readability of the dial.
Previously, you worked at BMW in the Sales and Marketing department. What made you change career paths?
I have two passions in life; cars and watches. I have been very fortunate to work in both industries. In my opinion there is nothing better than working with a luxury car manufacturer such as BMW, and if this opportunity hadn’t come along, I would still be working in the automobile industry today. When A. Lange and Sohne offered me the role, it was hard to say no and I am glad I accepted the position as I have never looked back.
What have been your career milestones and what milestones are coming in the near future?
A.Lange & Sohne has been globalized, giving itself a stable foundation for the future. Currently we have 14 boutiques trading around the world and in that time, there are many things that I am proud of. The brand is not a one man show, we all work together and each timepiece produced requires team effort. One milestone we achieved as a team was the launch of the Grand Complication wristwatch which is the most complicated movement ever produced on German soil. We are also looking forward to future milestones, such as the opening of the biggest manufacturing facility, which tells you a lot about our confidence in the future.
Objectively, what sets A.Lange & Sohne apart from its competitors?
Although the brand is German, it is not why clients invest in our products. We are liked because we produce wristwatches in line with our client’s values, but other people like different brands because their values speak to that particular client.
What are the strengths and weaknesses of A.Lange & Sohne?
Our strength lies in our dedication and commitment to our values and our products. We do not spend a lot of time on the whole package, for example sales and marketing, but if our product is perfect then we will succeed due to the quality of that product. It is important to have the right novelty in the market at the right time, because if the product is wrong and the marketing is excellent, then it may work for a while but it will surely collapse afterwards. Products are the essence of every brand and our focus is our strongest foothold in the success of the company. We live in the mountains in a secluded town, so we don’t have to fear any competition within that little part of the world, but it is our responsibility to be vigilant and observe what is happening and to keep pushing boundaries. The moment we rest after the much anticipated Salon International de la Haute Horlogerie (SIHH), many people think we are done for the year. And if indeed we are resting then this would become our biggest threat – to become complacent. We have to remain in the spotlight and let competitors and clients know we are strong.
The new Lange 1 looks the same as the old one. Why did you go to the trouble of adding a brand new movement?
We haven’t changed the exterior of the Lange 1 from a design perspective. There was no need for that, as that particular timepiece has always been a bestseller. Even in today’s market it is in short supply. We resisted the temptation to revolutionise the entire watch as currently the design works well and is just right for the next 20 years. However, the movement itself is around 24 years old. It is almost obsolete as we have learned a lot about mechanisms since the production of that calibre. Now, we have the know-how and equipment to manufacture in-house, which we previously had to outsource and because of this A.Lange & Sohne wants all components to be manufactured on site in all its new models.
