Tell us about the brand DNA and what sets you apart from other brands?
Every A. Lange & Söhne timepiece is an unmistakable blend of design, technology, materials and craftsmanship, an expression of our drive to create discreet yet distinctive designs and optimal technical solutions. There is a certain German matter-of-factness and solidity, which can be perceived immediately. Every watch is equipped with an in-house movement that features inventive ideas and the highest degree of finishing. 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.
What do you think the customers are looking for nowadays and who is your A. Lange & Söhne customer?
Today it may be easy to find a decent watch but harder than ever to find a really special one. This what our customers are looking for and what they finally discover in our timepieces because A. Lange & Söhne is one of the rare manufactories that follows its own path and constantly tries to outperform its own achievements.
Tell us more about the novelties that were presented this year and what caught your attention at SIHH and BASELWORLD. Did you feel there were a lot of new offerings or was it just about enhancements of existing products.
Today’s market for fine mechanical timepieces is perhaps more diversified and fragmented than ever before. In fact, that is only logical as we are catering to an increasingly discerning clientele that regards timepieces as an expression of their personality. As I see it, the market for fine mechanical timepieces is characterised by two main currents: On one hand, there is a strong trend towards traditional watchmaking and classic designs; on the other hand, the race for the most intricate complications will go on. Our portfolio serves both trends.
What do you think are the difficulties that the luxury watch manufacturing is facing today and what are you doing to overcome them?
Lange & Söhne is a performance and innovation driven brand that has defined standards in the field of grand complications. With every launch of a technical innovation the challenges and expectations are growing. However, for the years to come, I have no fear that we are running out of ideas.
To what extent you think having a brand ambassador is crucial for the brand? Do you think endorsing celebrities sells more?
It is a case of horses for courses. What might be suitable for some watch brands does not necessarily work for a brand like A. Lange & Söhne. Our customers are independent-minded personalities who have developed their own style. Many of them could even be role models for others. That makes every owner of our watches an ambassador of the brand. Therefore, we prefer to concentrate on building close personal relationships with the key people in each market.
How is the brand performing in the Middle East, and how can you assess the levels of awareness on the brand?
Middle East markets have been playing an important role for us ever since we opened our first point of sale in the region. GCC countries are characterised by a refined watch culture and still offer huge potential for our brand. The fact that two of our 15 worldwide boutiques are located in Dubai and Abu Dhabi is a clear indication of the region’s potential.
What is in the pipeline for the brand?
As a matter of principle, we do not comment on future developments. Generally speaking, our new developments will extend to all of our five watch families. In keeping with our tradition, we will continue to surprise the watch world with handcrafted timepieces that represent the pinnacle of fine watchmaking and often set milestones in calibre design.
What strategy do you adopt to stay ahead of competition?
Innovation is one of the main pillars of our strategy. By definition, A. Lange & Söhne is a brand that strives to push boundaries. This is perfectly illustrated by exceptional timepieces like the ZEITWERK MINUTE REPEATER, the first wristwatch that combines a mechanical jumping numerals display with a decimal minute repeater.
What is an objective you still aim to achieve?
We have achieved many goals and I know that we will continue to do so in the future. What I am particularly excited about is the inauguration of our new manufactory on 26 August. Next to our premises in Glashütte, we have created an additional floor space of 5,400 square metres and modern workplaces for about 200 watchmakers. Quality assurance and sustainability are our main objectives for building the extension. However, the integration of our new facility into the existing system is an enormous challenge.
What is your say on women that are wearing male watches nowadays?
The majority of our watches are not designed for a specific gender but with a horological issue in mind. Therefore, I am pleased to note that more and more independent, smart and successful women invest in exquisite timepieces and complications. Some of them have made A. Lange & Söhne their preferred brand because our timepieces combine the best of two worlds: handcrafted mechanical excellence and timeless elegance.
Is the large sized watch still in demand or are we back to the medium size?
For some years already, the rule the bigger the better does not apply any more. Classical dimensions are in demand again. This is why, since 2014, we offer the 1815 additionally in a 38.5mm case and why we have reduced the case of the manual wound SAXONIA to a diameter of 35mm.
In a time where smart watches technology is hitting the market, how do you forecast the buying habits in the near future when it comes to classical watches?
Although I notice that impressive progress has been made in the field of wearable devices I must admit that I am not really in a position to assess their market opportunities. It is a different product category aimed at another target audience. However, we are confident that fine mechanical timepieces will maintain their place on the wrist, simply because they fulfil the human desire for distinction, timeless beauty and lasting value.
How would you describe the brand in three words?
Distinctive, ingenious, substantial.
If you were not wearing A. Lange & Söhne what would be a brand that you respect?
There are a few watch manufacturers whose work I appreciate but it would be unfair to name just one. Let me put it in general terms: Any brand that has conquered a good market position by advancing horology through intelligent calibre designs as well a convincing and coherent design language deserves our respect.
Your personal motto?
I have adopted Albert Einstein’s motto “The future interests me far more than the past because I intend to live in it.” It is, by the way, my personal interpretation of our corporate claim to “never stand still”.
Interviewed by Lara Mansour Sawaya
