CEO of A. Lange & Sohne shares about sustainability, sports watches and the brand coping with Covid-19. Learn more here. luxurywatch
. That seems a lifetime ago now, but we were lucky enough to catch up with him a little out of sequence, earlier this year via a video conference. Of all the various digital means of communication that we have tried in the last 12 months, this is our favourite. It was also how we caught up withlate last year. While we, like everyone else, do miss in-person interactions, at least in a video call we can both see and hear each other.
We dare say that physicality is of paramount importance to the business of watches overall, because no matter how on-point your video production skills, it is impossible to understand a timepiece without feeling it. Some watches seem like good ideas on paper – or on-screen – but in reality they are impossible to wear, or the details are just not right. This emerged in our chat with Schmid when discussing the appeal of the Odysseus, a model we both agreed was divisive on launch.
We have all heard about how the pandemic is disrupting business globally, beyond wiping out the US$1 trillion+ tourism trade, and watchmaking is no exception. How is A. Lange & Sohne coping? At that time, you said that the steel sports watch was not really trending because it had been in the market for decades, as part of the casualisation of luxury. Do you think the sports watch threatens the status of the dress watch? It is perfectly acceptable to wear some such watches with tuxedos even.
As far as sustainability goes, let me answer in three different parts. We launched the new manufacture building in 2015 and a lot of our investments went into sustainability. The whole building is powered by a geothermal system. We use water to cool the building in summer, and pump it into the ground, and back up again to heat the building in winter. Only the electric pumps require energy, which we get from a green energy supplier.
With regards to another category of watches, what do you think differentiates a watch for a man and a watch for a woman? Is it time to move beyond such distinctions?
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