Wilhelm Schmid, CEO, Lange Uhren GmbH, talks to Avril-Ann Braganza about the watch brand
How have A. Lange & Söhne timepieces evolved since their first presentation in 1994?
The first A. Lange & Söhne timepieces had already laid the foundation for the five highly profiled and successful watch families we have today. In a little over 20 years, A. Lange & Söhne has launched more than 50 manufacture calibres and explored almost the entire canon of horological complications. The strength of A. Lange & Söhne lies in its ability to explore new dimensions. With recent developments like the most complicated wristwatches ever made in Germany—the first orbital moon-phase indication or the first decimal minute repeater—we set new trends for the industry.
What, according to you, defines A. Lange &Söhne?
Every A. Lange & Söhne timepiece is an unmistakable blend of design, technology, materials and craftsmanship—an expression of our commitment to create discreet yet distinctive designs, and optimal technical solutions. One of the key elements of our movements is the three-quarter plate, made of untreated German silver, which was introduced by Ferdinand Adolph Lange more than 150 years ago.
If you had to pick one iconic A. Lange & Söhne watch, what would it be and why?
It would be our all-time classic, the Lange 1. The brand icon and the other models of this watch family are a major driving force behind the success of A. Lange & Söhne.
Lange 1 in Rose Gold
What’s your favourite A. Lange & Söhne watch and why?
To ask me for my favourite watch is like asking a father to name his favourite child. Let me put it this way: The youngest child always needs the most care and attention. This year, it is the Zeitwerk Minute Repeater, with its unique combination of a mechanical jumping-numerals display and a decimal minute repeater.
What does it take to make an A. Lange & Söhne watch look stylish and yet stay a classic?
Our first priority is that every new model is predestined to stand the test of time. This may lead to a classic design like the 1815, or more avant-garde concepts like the Zeitwerk ‘Luminous’. Our second priority is recognition value. Even without the distinctive arched logo, an A. Lange & Söhne can always be identified. This is due to a combination of subtle features like the curvature of the lugs, the shape of the hands or the engraved look of the typography.
Who is the A. Lange & Söhne consumer?
Our customers are quality-conscious watch connoisseurs, self-confident personalities who seek outstanding timepieces that reflect their individual style.
What do Indian luxury consumers look for in an A. Lange & Söhne watch and how are you catering to their requirements?
The perception of the brand in India does not significantly differ from other markets. Thanks to a universally understood brand message, A. Lange & Söhne has captured the attention, imagination and loyalty of watch aficionados in over 60 countries.
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