For Lange, 2019 is destined to be an extraordinary year. 25 years ago, A. Lange & Söhne restarted the history of fine watchmaking and introduced the first LANGE1 series watch. Today, Lange represents the highest standard in the watchmaking industry. It means reliable quality, excellent craftsmanship, and people are proud to own a Lange. Recently, Watch House had the honor to interview Mr. Gaetan Guillosson, Managing Director of Lange Asia Pacific, and talked to him about some interesting propositions about Lange and the watchmaking industry.
Mr. Gaetan Guillosson, Managing Director, Lange Asia Pacific
Watch House: We all know that this year is a special year for Lange. Twenty-five years ago, Lange introduced the first LANGE1 watch. To commemorate and celebrate this special day, on the 25th of each month, the brand will launch a limited edition of 25 LANGE1 watches. But at the same time, the cycle of launching a new watch a month is actually very short. The test of the brand is very big. How long ago Lange was preparing for this?
Mr. GaetanGuillosson, Managing Director of Lange Asia Pacific (hereinafter referred to as Mr. GaetanGuillosson): The number 25 is of great significance to Lange. 25 years ago, the first four new century watches of Lange were released, making the entire watch industry cheer for it. Lange has since returned to the world’s top watch sector and forged ‘German time’. To celebrate this extraordinary moment, 2019 will coincide with the 25th anniversary of Lange’s rebirth, and the brand will launch 10 LANGE1 series 25th anniversary watches. These 10 watches will not only pay tribute to the representative styles in the LANGE1 series, but also incorporate the most classic elements of the Lange brand. It can be said that it is a mirror showing the history of Lange’s development and reflects Lange’s heritage, craftsmanship, and technology. The highest achievement on the level of innovation. So I think every watch in the 25th Anniversary Series has an unparalleled splendor, and each watch is worthy of the watch collector’s collection and careful play.
For the above reasons, we have indeed deployed the extraordinary project of the 25th anniversary of Lange very early, from the selection of styles to the design style of commemorative models, combining the history of the Lange brand, the technical development of watches and the forward-looking of the brand , And strive to pass the brand concept of ‘manufacturing the most exquisite watch in the world’ to Lange’s guests and watch lovers.
Watch House: Many brands have launched new series in recent years to enrich the brand’s product line. Lange history has launched classic works including LANGE1 series, ZEITWERK series, SAXONIA series. Does the brand have plans to launch more sports What about style or a new collection that is different from Lange’s previous style?
Mr. GaetanGuillosson: Just like the brand’s iconic spirit ‘NeverStandStill never stops’, Lange has always pursued innovation in design and technology to meet customers of different times and needs. In any case, we will retain the brand’s historical heritage and characteristics, such as self-produced movements, manual polishing processes, secondary assembly, and so on. At this time, we cannot inform you of the specific plan, otherwise we will lose this surprise. But please look forward to our surprises for watch lovers and collectors all over the world.
Watch House: Look at your resume, once held important positions in Europe, North America, and now in charge of Asia-Pacific affairs. Can you tell us about the differences in the market environment in these regions?
Mr. GaetanGuillosson: A big difference between Asia Pacific, especially the Chinese market and other markets, is that we find that Chinese customers, especially the younger generation, have a very fast learning speed. They are willing to interact with the brand to learn more about the history and technology of watches. So you will find that in the past year or so, we have been vigorously expanding the Chinese market, relocating our stores in Shanghai, and opening new stores in Chengdu, Xi’an and Beijing. I hope to get more opportunities for communication and exchange with our customers. Let Chinese guests know more about Lange and have more opportunities to try on and see our works.
Watch House: What does the Chinese market mean for Lange? Does the development of China’s online e-commerce and the different consumption environments and consumption habits affect the Lange brand’s market decisions to a certain extent?
Mr. GaetanGuillosson: The Chinese market can be said to be very important to Lange. We have also seen that the Chinese market has undergone many developments and changes. Chinese consumers are becoming more and more aware of high-end watches, and they are very valued. The content and products behind the watch brand, so we are now very attractive in the Chinese market. We have a very unique DNA and a unique history. In addition, the Chinese market is not only a large market, but also We also know that many consumers will travel to the United States, Europe or the Middle East, so our investment in China and publicity in China will promote the brand globally, so for the Lange, Is a very important market.
Until now, we have never sold Lange watches on the Internet, but we think it is very important to establish this bond with our customers, whether it is physical or face-to-face contact, let them see us with their own hands Watches are very important. Therefore, we particularly emphasize our sales. Our employees introduce our watches to customers through interaction. Of course, many customers understand that our brand does not learn about our history, brands, etc. through the Internet. Therefore, due to the particularity of Lange, we particularly emphasize details and focus. Through the website, it is more to promote the brand. Customers still need to come to our shop to buy our watches. This combination is what we currently have. made.
For now, we have no plans to enter the e-commerce, but we are not sure in the future. It is possible that in the future, any product and any company can sell online. So after a few years, Lange may have such a possibility, At the moment, we have no such plans.
Watch House: In addition to a LANGE1 series commemorative model on the 25th of each month, will Lange bring us other surprises this year? Will China introduce Chinese-limited watches for Chinese consumers in the future?
Mr. GaetanGuillosson, we hope to leave the surprise to the right time to share with you. If we revealed it in advance now, there would be no surprises. Please be assured that Lange will not let you down.
Watch House: An interesting proposition: Suppose that you are not a professional watchmaker but an ordinary consumer. What factors would you prefer to choose a watch for? Design, brand or movement quality?
Mr. GaetanGuillosson: Watches are very important for men, because this is the only “jewelry” we can wear, reflecting your identity and uniqueness. When I am alone, I quietly appreciate the beauty of the movement. Of course, the story and content behind the watch also attracted me. It is a testimony of your important moments and a reward for your hard work and promotion.
Watch House: Looking forward to the future development of Lange, do you have any goals?
Mr. GaetanGuillosson: For the development of China in the future, we will continue to plan to open 2-3 stores, but since Lange’s production is only a few thousand each year, we will not expand too much. At present, we have set up our sales points in major cities in China, and will continue to develop steadily.
As Mr. GaetanGuillosson said in the interview, please be assured that Lange will not let everyone down. No matter in the past, present or future, Lange will adhere to watchmaking skills, and on this basis will never stop, bringing us better timepieces and more beautiful artworks. Lange has been talking with the work, and we believe it will not let us down.