A. Lange & Söhne opens stores in New York and Moscow
Founded in 1845, the watchmaker A. Lange & Söhne, known for its pocket watches prized by collectors, changed course in 1990 with the arrival of Walter Lange, the great grandson of the company’s founder, who decided to rethink the company’s business. Producing by hand a hundred or so gold and platinum watches per year, and offering forty or so calibers, the brand has found success in releasing several innovative models, such as the Lange 1.
In terms of distribution, after the opening its first store in Dresden in 2007, CEO Wilhelm Schmid has continued to expand the brand internationally. "The goal,” he said, “is to establish brand embassies in the most attractive shopping destinations in the world."
Following Shanghai in 2008, Tokyo, Hong Kong, Abu Dhabi, Dubai, Singapore, Palm Beach, Paris, Lisbon and Munich, A. Lange & Söhne has opened two new locations this month, bringing its total number of directly owned stores to 13.
As of September 25, fans of the brand will be able to find two stories dedicated to the Lange timepieces on Madison Avenue (785) in New York. The interior design, featuring wood and sandstone, will be Identical to other stores.
It’s the same idea in Russia, a very important market for the brand. On September 24, a new store opened its doors on one of Moscow’s most exclusive streets: Stoleshnikov Pereulok.
By Alexis Chenu
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