A. Lange & Sohne to Stress Quality with New Move
The luxury watch brand A. Lange & Sohne has some major plans in the works, but they will stress quality rather than quantity. In an interview with The Luxury Report, the company’s chief exec Wilhelm Schmid explained why A. Lange & Sohne will be moving into a new manufacturing facility in Glashutte, Germany this summer.
Although the move will allow the luxury watchmaker the ability to increase production, the primary focus will be on maintaining the quality of the watches produced by A. Lange & Sohne. “Our new manufactory building will allow us to moderately increase our production to meet the growing global demand for our timepieces in the years to come,” said Schmid. “To maintain the high levels of quality, the share of manual work and the already very high vertical depth of production will increase.”
This focus on quality means that A. Lange & Sohne has no current plans to make their product available to more retailers. “With 14 own boutiques and about 200 points of sale in more than sixty countries, we have a well-rounded sales structure.”
While the company will continue to concentrate on high quality and exclusivity, that does not mean that A. Lange & Sohne is stuck in the past. “A. Lange & Sohne is a forerunning in the development of new talents,” Schmid explained. “Promoting the art of fine watchmaking is the goal of a programme by the name of F.A. Lange Scholarship & Watchmaking Excellence Awards. Launched in 2010, it offers talented young watchmakers from all over the world the opportunity to become acquainted with our unique understanding of haute horlogerie.”
It sounds like A. Lange & Sohne has plans to keep on doing what they do so well—produce fine luxury timepieces for a discerning market.