A brand boutique in Switzerland – for A. Lange & Söhne’s watchmakers, this inauguration has “special meaning,” explains Lange CEO Wilhelm Schmid, “because when Swiss connoisseurs of Haute Horlogerie choose a watch made in Germany – that is a great compliment.” The choice of location attests to the company’s strategy to enhance the brand experience for customers in key markets with a representative collection and the ultimate in competent counsel. The rooms in the Zurich outlet showcase the new corporate design. Wilhelm Schmid says: “Our objective was to create spaces that reflect the personality of the A. Lange & Söhne brand in every detail. Together with our architects, we chose an approach that follows the Bauhaus principle by melding artistry, artisanship and technology, just like our timepieces do.” The result is an atmosphere in which people feel at ease and can explore every facet of the refined watches.
Lange watches have been available in Switzerland since 1995. In Zurich, the company now collaborates with Embassy, a dealership of long standing. Established in 1970, the Maison ranks among the most prestigious players in the Swiss timepiece market, with locations in Lucerne and St Moritz. With this newly opened location, the company now has eleven points of sale in Switzerland. The number of Lange boutiques worldwide has grown to 27.