March 4, 2020 marked the official opening of the Southern Hemisphere’s largest A. Lange & Söhne Boutique. Presided over by the brand’s CEO Mr. Wilhelm Schmid, the much anticipated launch took place at 14 Martin Place, Sydney.
It has been almost 26 years since the German luxury watch marque resurrected its 149-year reputation, and eight years since the first presence of A. Lange & Söhne timepieces in Australia. The exciting announcement of an Australian Boutique naturally follows as testament to its unprecedented success with its Australian exclusive partner and retailer, Watches of Switzerland. This new 164 metre² boutique is designed in line with A. Lange & Söhne’s new global Boutique concept, which reflects the brand’s Saxon roots in a modern and cohesive manner.
Distinguished guests were invited to an evening to celebrate this momentous occasion and milestone with Mr. Eric van der Griend, Watches of Switzerland Chairman, Mr. Wilhelm Schmid, CEO of A. Lange & Söhne, Ms. Anne Schaal, Managing Director South-East Asia and Australia, and Mr. Robert Hoffmann, Master Watchmaker and Head-of-Zeitwerk department. To fully explain the new design language, a special experience was curated for the guests. On a tour of the Boutique, they were transported into a horological world, which is deeply inspired by what A. Lange & Söhne stands for: craftsmanship, authentic design and meticulous attention to detail. The design of the Boutique draws upon qualities of a Lange timepiece: the carefully composed interplay of colours, materials and textures. Materials used in the Boutique range from utilitarian steel to natural stone, reminiscent of the hues of the Ore Mountains in Saxony, Germany, where the manufactory is based. Guests were also awed by the visual treat of the precision-engineered “Wall of Parts” and the Boutique’s exclusive selection of fine timepieces.
During the symbolic ribbon-cutting ceremony, A. Lange & Söhne’s CEO, Wilhelm Schmid, said,
“I’m very glad to join you today to witness the opening of our very first Australian Boutique, which marks an important milestone for A. Lange & Söhne. The number of knowledgeable watch enthusiasts and collectors in Australia is continuously growing, as is the demand for our timepieces. Therefore, Sydney is among the first sites where we implemented our new store design.”