A Chat with A. Lange & Söhne CEO Wilhelm Schmid about Numbers, Community, and Luxury Retail

This year commemorates the 25th anniversary of the A. Lange & Söhne Datograph, which was powered by a pioneering calibre L951.1 that was one of the first in-house developed chronographs after the quartz crisis. Fun Fact: In 2007, Philippe Dufour hailed it as “the best chronograph movement ever made.”
 

That is why, when we were offered a rare tête-à-tête with Wilhelm Schmid, the CEO of A. Lange & Söhne, we were all-in. Seizing the moment, we sought his unique insights on the illustrious Lange watch family, the dynamic retail arena, and the fusion of his twin passions for watches and automobiles.

As the stalwart captain of one of Richemont’s flagship brands, Schmid brings not only general watch industry expertise to the brand but also a profound grasp of the principles underpinning A. Lange & Söhne’s legacy. Moreover, Mr. Schmid firmly believes that nothing beats a face-to-face connection when it comes to selling their watches, and he knows his customers as if they were lifelong pals.
 

We hope you enjoy our interview!

We understand you are a connoisseur of vintage cars. Can you tell us how your passions for automotive design and timepieces overlap? Does one inform the other?

I often liken it to the Concours d’Elegance: It’s not just about vintage cars, per se. It’s about the harmony of elegance, a concept deeply resonant with crafting watches at the highest level.

I always say what we do is very specific. Any endeavor we engage with must match that level of specificity, ensuring we remain true to our identity. That’s why, over the years, we’ve identified the Concours d’Elegance as the ideal platform for us (beyond our traditional watch events like Watches and Wonders).

So, while watches remain our primary focus – after all, we are watchmakers, not car manufacturers – these events offer a unique space to showcase our craftsmanship and heritage.
 

Many have the perception of A. Lange & Söhne as a complicated, very lofty watchmaker; yet, some of your models are actually quite visually accessible and even a little “sporty.”

How does a customer of, say, the more classic Lange 1 differ from, let’s say, an Odysseus customer? Or are they the same buyer looking for two different things?

They don’t differ, really. Our clientele is discerning; they approach the purchase of our watches with a deep understanding of horology. It’s not an impulsive decision. Typically, they’ve traversed the watch world, accumulating timepieces or experiences before discovering us, creating a link, a fit, a common ground between us and the individual.

Therefore, I can say that we’ve come to intimately know our clientele. Luckily, being a smaller brand, producing only around 5,000 to 5,500 thousand watches annually, affords us that luxury. So, no, there’s no dichotomy between a Lange 1 enthusiast and someone drawn to the Odysseus.
 

However, there is a distinction between collectors and those who acquire that one dream timepiece. While we offer simpler watches, it’s important to note that even our entry-level piece begins at around €25,000. Unfortunately, not everyone can reach that level financially, but regardless of price point, each Lange watch has the same meticulous craftsmanship.
 

We’ve cultivated six distinct watch families. And trust me, the implications of creating a new family, developing a face that is different to any other watch you offer, that is different to any other watch in the market, took us 20 years and a lot of energy.

Sure, we could have taken the easier path of introducing a steel watch in each family – many people, I know, would appreciate us doing so – but I think our core customers would have been disappointed. We are not good at shortcuts; we’d prefer to go the extra mile.
 

And yes, those expectations continually escalate, driving us to push boundaries and redefine excellence with each new creation.