A. Lange & Söhne: Craftsmanship, Exclusivity, and Enduring Value

Key Quotes

"You know, it's about beauty, it's about heritage, it's about craftsmanship, it's about design, and if you look onto the pillars on which our brand rests, it is exactly its history, heritage, its design, and of course, the craftsmanship. And trust me, these cars that you see here, as they were built, they were built by proper craftsmen, and even today, without proper craftsmen, you will not keep them on the road."

Wilhelm Schmid explains that the connection between classic cars and fine timepieces lies in shared values of beauty, heritage, craftsmanship, and design. Schmid highlights that these are the foundational pillars of the A. Lange & Söhne brand, mirroring the enduring appeal and meticulous construction of the classic automobiles displayed.

"If you look at specifically the purpose-built car, you know, the race cars, they were built for only one purpose, and that's what they were perfect in. And I think in watches, you also have to identify what is it that you emphasize on and then don't compromise too much on it because if you start making big compromises, you end up with something which is, you know, a little bit of everything but nothing particularly good."

Schmid uses the analogy of purpose-built race cars to illustrate a core principle in watchmaking. He argues that just as a race car is optimized for speed and performance, a watch should be designed with a clear primary purpose in mind, and that focus should guide all design and engineering decisions to avoid diluting its effectiveness.

"We want to surprise, inspire our clients with an unprecedented imagination and ingenuity. How do you go from those lofty goals to turning it into a mechanical timepiece? Well, first of all, it takes strict discipline. The moment you do things that are not in line with who you are, you might surprise people, but probably not positively, and for sure, eventually will dilute your brand equity."

Schmid emphasizes that achieving innovation at A. Lange & Söhne requires a disciplined approach that remains true to the brand's identity. He explains that while the goal is to surprise and inspire clients with imagination, any deviation from the brand's core values can lead to negative outcomes and damage brand equity.

"The Datograph has been called one of the best chronographs ever designed. What's the core of that watch's appeal? What makes that so special? I think it's more than just a watch. You know, I'm a watch collector for a long, long time. I can remember when I opened a newspaper in 1994 and I saw the ad with the four Lange watches. 1999, where most companies around the world were still using somebody else's movement and often the same supplier. Here comes a chronograph, which is one of the crown jewels in watchmaking, from Germany, in a very unique design with an outsized date."

Schmid recounts the significance of the Datograph, explaining that its introduction in 1999 was a pivotal moment for A. Lange & Söhne and the watch industry. He highlights that at a time when many brands relied on external movements, Lange presented a complex chronograph with a distinctive German design and an outsized date, establishing the brand's reputation for in-house complications.

"I also admit the real challenge is to share the secret with, you know, the right crowd of people because at the end, you know, I mean, I'm fine, but whenever we take the new apprenticeship trainees in August, I feel the duty on my shoulders because now they start careers as watchmakers, and they're in for the next 40 years, so we need to make sure that the next generation knows what we do and we stay relevant for this."

Schmid acknowledges the challenge of maintaining A. Lange & Söhne's status as a "secret" brand while ensuring its future relevance. He explains that while being unknown has advantages, it is crucial to educate and engage the next generation of watchmakers and enthusiasts to preserve the brand's legacy and appeal.

"The natural habitat of a wristwatch is the wrist. So to forget about looking at thumbs and, 'Ah, I like it,' that's a good start, but the moment of truth is you grab that watch, you put it around your wrist, you look at yourself and say, 'Is it me or is it not?'"

Schmid advises potential watch buyers to prioritize the tactile experience of wearing a watch over purely visual or online assessments. He stresses that the true test of a watch's suitability lies in how it feels and looks on the wrist, and whether it resonates personally with the wearer.