SJX Watches
Interview: Lange CEO Wilhelm Schmid Talks Retail and CPO
Very few will have missed the news of Rolex buying Bucherer, and all of the reactions to it. Given the big change this poses to the world of watch retail, when we were recently given the chance to speak with Wilhelm Schmid, chief executive of A. Lange & Söhne, we thought it the perfect opportunity to get his insight on the current retail landscape. We sat down with the seasoned leader – now the longest-serving brand boss in Richemont – at this year’s Concours of Elegance, the classic car show at Hampton Court Palace, surrounded by the sounds of vintage V8s revving in the distance. Now that the world has exited the pandemic for good, the way we shop seems to be going back to normal and the shifts that brands made during those turbulent years are either being undone or slowly wound down in the hope that customers are willing to go back to the old ways of doing things and getting out to physical stores. Mr Schmid is certainly of the mindset that a face-to-face connection is the only way to sell one of their watches, as we discovered in our discussion below. Not only did we talk about how the German brand plans to change their retail strategy moving forward, we also queried him on the Bucherer takeover and how Lange is adapting the to rising tide of brands developing certified pre-owned (CPO) offerings. The following interview has been edited for clarity and length. Wilhelm Schmid (left) with the best-in-show winner at the Concours of Elegance 2023 RPS: Perhaps...
