Saxon watchmaker has opened it’s first boutique in Switzerland
Exclusive timepieces from Saxony have been available at Bahnhofstrasse 25 in Zurich since 19 June 2019. The new boutique has been inaugurated on 11 July 2019 in the presence of Lange CEO Wilhelm Schmid.
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. “We are delighted to have Embassy as a partner with a successful track record spanning many years in Lucerne. The name matches our goal of having – in the land of watch- makers, no less – an emissary that reflects our profound involvement with the métier,” noted Wilhelm Schmid.
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.
Interviewed by Pascal Grenacher