Interview with A. Lange & Söhne CEO Wilhelm Schmid | A.LANGE & SÖHNE

A.LANGE & SÖHNE

Interview with CEO Wilhelm Schmid

2015 marked a milestone year for the premier German watchmaking brand A. Lange & Söhne, comparable to its revival in 1990 and the unveiling of its first collection in 1994. It was the bicentennial of founder Ferdinand Adolph Lange's birth, and in late August, the long-awaited new manufacture was completed and began operations. Where will the brand head from here? In late September, in Hong Kong, we asked the CEO about the future direction and strategy.

Text by SHIBUYA Yasuhito

The Biggest Decision Since the Brand's Revival

"Three years ago, in 2012, we reached a major crossroads. Should we continue working in our small manufacture? Or should we make the largest investment since our revival and build a new, spacious facility? Ultimately, we chose to build the new manufacture. It was a very significant decision."

A. Lange & Söhne CEO Wilhelm Schmid began to explain the reasons behind the decision to build the new manufacture, which has now been completed and is operational.

A.LANGE & SÖHNE CEO Wilhelm Schmid Interview 01

"The biggest problem we faced at the time was a lack of sufficient space for meticulous watchmaking. Components had to be moved outside to proceed from one stage to the next. This situation placed considerable stress on our watchmakers and craftsmen. To change this, building a new manufacture was the only option."

Then, three years later in the summer of 2015, the new manufacture was finally completed. On August 26th, a grand inauguration ceremony was held in the presence of German Chancellor Angela Merkel, Saxon State Minister Stanislaw Tillich, and Johann Rupert, the head of the Richemont Group to which A. Lange & Söhne belongs.

"The new manufacture offers approximately 5,400 square meters of ample workspace, providing an environment where our watchmakers can work comfortably and with peace of mind. The working conditions have been vastly improved. This also resolves issues with production efficiency. The environment for creating even better timepieces is now in place."

Schmid said, with a broad smile.

The new manufacture is also an "eco-friendly" facility. Its state-of-the-art air conditioning system utilizes geothermal energy and heat pumps, ensuring perfect temperature and humidity control while achieving zero emissions, thus minimizing environmental impact. It can be considered the finest working environment for employees among contemporary watchmaking facilities.

"It was a great honor to have Chancellor Merkel and the State Minister of Saxony attend and speak at the inauguration ceremony. It signifies that our contributions to Germany and Saxony, such as job creation and talent development, have been recognized. We take pride and confidence in this."

The Philosophy of Watchmaking Remains Unchanged

So, with the completion and operation of the new manufacture, how will A. Lange & Söhne's watchmaking change?

"In the world of high-end watches, CEOs of watch brands that build new facilities are always asked the same questions: 'Isn't the new manufacture intended to significantly increase production volume?' and 'Isn't it to create watches that appeal to a broader customer base?' However, our answer to both is no. The primary reason for building the new manufacture was to improve the working conditions for our watchmakers and staff; we have no intention of significantly increasing production numbers. Nor do we plan to drastically alter the character of our products."

Schmid then positioned the company's products as follows:

"Our customers, those who purchase A. Lange & Söhne timepieces, are individuals with deep knowledge and passion for watches, who appreciate the value of understated design and artistic mechanisms. We will continue to create watches for such discerning individuals. We do not intend to force sales. We aim for customers who understand the value to make a considered purchase. This is the A. Lange & Söhne business style. Our philosophy of watchmaking and our sales policy will remain unchanged. Production volume will not be significantly increased. Our product and production plans for the next three to five years are already firmly established."

Even More Appealing Watches Through "New Challenges"

Schmid stated that the greatest achievement of the new manufacture is the heightened motivation of the watchmakers and craftsmen towards "watchmaking."
"In the new manufacture, the passion for creating even more exceptional timepieces, reflecting the tradition and philosophy of Glashütte watchmaking, is further amplified. In the very near future, more appealing watches—those that are subtle, unostentatious yet dignified, and possess enduring value—will emerge from this new facility. As CEO, I promise this to our customers and fans."