SJX Watches
Conversations: Wilhelm Schmid of Lange on New Launches and Allocation
With A. Lange & Söhne having unveiled a compact line-up of new models – just three strong – at Watches & Wonders 2021, I had assumed my chat with its chief executive Wilhelm Schmid would be similarly concise. But last week’s video interview turned out to be more interesting, because we went on to discuss Lange’s strategy for distribution and allocation. Mr Schmid outlined the new models for 2021 (so far), and then detailed the tweaks to the brand’s retail strategy – in the face of overwhelming demand for certain models, and shortages due to pandemic-induced disruptions. The discussion is worth a read for a Lange aficionado, but also more broadly for anyone interested in a well-reasoned explanation of how a watch brand has to balance all of the factors involved in getting a desirable watch onto the wrist of a client. Wilhelm Schmid, working from home The interview was edited for clarity and length. SJX: Lange only introduced three models at Watches & Wonders, but they were all warmly received – I liked them myself. Tell us about how the new watches came about. Wilhelm Schmid: So for this year, we decided to go back to the core of the business, which is always the Lange 1. We launched the Lange 1 Tourbillon Perpetual Calendar in 2013, which was a great watch, because of its two big complications. But we also realized that we were running our Langematik Perpetual Calendar since 2001, almost 20 years, well, actually 20 years this year. That was the only standal...
