Interviewed by Irina IvanovaOver the past 20 years, newspapers and magazines, respected in the watch industry, regularly conduct voting at the Baselworld exhibition, according to the results of which the best models of the year are selected. it is noteworthy that this year, for the 10th time, the choice has been made in favor of the inventions of A. Lange & Söhne.
A few days after the exhibition, we managed to “catch” the company's CEO Wilhelm Schmidt in the A. Lange & Söhne boutique at The Dubai Mall and discuss the success of one of the main watch brands of the French Richemont Luxury Group.
Mr. Schmidt, how is it that, despite the fact that the company does not exhibit in Basel, it has been recognized as the best there for 10 years?
After all, the title “Watch of the Year 2013” in the men's watch category, according to readers of the Welt am Sonntag newspaper and Armbanduhren magazine, was awarded exactly to the Lange 1 Tourbillon Perpetual Calendar model. Especially considering that at the previous exhibition in Geneva a new interesting Grand Complication model was presented.
To tell you the truth, I myself am surprised. Especially this year’s choice: the Perpetual Calendar model requires special knowledge and a deep understanding of the intricacies of high watch production. Although the watch at first glance seems quite simple, it is one of our most complex models. On the other hand, I am certainly pleased with the correct assessment of the connoisseurs. The watch attracts attention not only by the interesting use of the tourbillon, but also by the location of the so-called perpetual calendar: all calendar pointers are placed outside the main dial of hours and minutes, which is very convenient for the eye. The model has everything that can make a watch perfect. The brand not only created a tourbillon, but also made it automatic. This part of the useful functionality is admirable, because usually the production of high-quality self-winding watches is very complicated.
Is the brand philosophy based on tradition or technology excellence?
Traditions are good until they become inhibitory ballast. In our production, I think, we have achieved the necessary harmony between technical excellence and classic. Lange is the subtlest moments and details that no one else has.
How do you manage to keep abreast of the modern watch industry, which is developing so rapidly?
It all depends on the teamwork and wise management. Being a German, I really like football, so I will give it as an example of excellent management. Everyone should “burn” their own business and “run the extra mile” to achieve a common result. We have many talents, plus we "grow" our staff at the Lange watchmaking school. Therefore, every year we can afford to surprise.
Have you already received patents for your technical innovations?
A patent is easy to obtain, but not necessary. If you want to keep something secret, a patent is a bad idea. A request for a patent is filed long before the “publication” of the watch, so it’s very easy to track who is working on what. It is much more efficient and productive to enter the market with something special, which is not so easy to repeat and not everyone can do it.
In addition, our customers have reached the level where they can afford to choose a watch regardless of someone else’s opinion. They buy Lange because they are loved, and not because they need to prove something to someone, or, as they say, make an impression.
In any case, the watch, although "modest" in appearance, is easily recognizable. It’s easy to determine how many millions of dirhams are on the owner’s wrist ...
You write about them, you should have a little idea. And if, for example, you take a certain average gentleman and put in front of him five copies of various brands, do you think he will understand the value by external signs?
A gentleman from Russia, I think, will understand. Our men are mainly very well versed in watch brands.
Yes, I know. We have many Russian buyers.
Why then in Russia there is still no A. Lange & Söhne boutique?
It's all about the location. There is an opportunity to "stake a plot" now, but we need only the best prestigious place, and this is not easy to get in Moscow. Therefore, it is sometimes better to wait ... We carefully approach all issues.
