A. Lange & Söhne Sponsors Its First U.S. Concours: The Unrivaled Audrain Concours d’Elegance in Newport
From the Concorso d’Eleganza Villa d’Este near Italy’s Lake Como to the Concours of Elegance at Hampton Court Palace in the UK, the Glashütte-based watchmaker has sponsored many legendary car shows. Thus, it is only fitting that the brand has selected an equally notable automotive collector event for its first foray into stateside car show sponsorship.
A Shared Passion
By all accounts, Wilhelm Schmid, the CEO of A. Lange & Söhne, is a keen fan of vintage autos (and a dedicated collector in his own right). After all, he grew up the son of a car dealer, has attended the Audrain event over the years, and owns (or has owned) a classic MGB Roadster, a Frazer Nash Le Mans Coupe, an AC Ace-Bristol and a Porsche 911 2.0S.
Moreover, in the past, Schmid has been quick to point out that while serious car collectors and serious watch collectors often share passions, when A. Lange & Söhne partners with an auto event, it isn’t just about the cars. It’s about an abiding appreciation of craftsmanship and timelessness.
“Classic cars and mechanical watches represent values that are important to us. Cars represent freedom and independence,” said Schmid in the press release announcing the brand’s partnership with Audrain. “Watches symbolize the preciousness of time. We move and identify with them. This forms the basis of our partnerships in the classic car segment. We’re thrilled to expand our partnerships within the U.S. for the first time to include the Audrain Newport Concours d’Elegance.”
Unsurpringly, this partnership is equally welcomed by the Audrain showrunners: “We are so pleased to partner with A. Lange & Söhne here at the Audrain as we share a respect and passion for history and craftsmanship, which we believe is essential to be kept alive for future generations,” said Audrain CEO Donald Osborne. “As Wilhelm Schmid and I both connect very personally with the energy of historic vehicles and special watches, it will be particularly rewarding to build this relationship in the unique atmosphere of the Audrain Newport Concours & Motor Week.”
The festivities are born from the spirit of Newport’s Audrain Automobile Museum, one the country’s most respected venues, which features rotating vintage car exhibits and other events year-round. Additionally, Audrain Motorsport organizes vintage car tours and other events for its members. But the Concours d’Elegance & Motor Week (which begins on September 28th and culminates with the A. Lange-sponsored event on October 1st) is when the Audrain organization shines best.
Encompassing a full program – including the concours of Bonham’s car previews and auctions, a dramatic Tour d’Elegance parade of participating vehicles, a wide-ranging series of seminars, Cars & Coffee meetups, the vintage cars exhibited on the lawn of the International Tennis Hall of Fame, and even a morning yoga session hosted among vintage vehicles – the Audrain Concours d’Elegance & Motor Week presents a true destination event for auto fans.