Customers are once again rediscovering the joy of in-person shopping and brands are pulling out all the stops to make the experience as memorable as possible. And the fine watchmaking sector is no exception, where the intricate details that go into these mechanical marvels are best appreciated up close.
This is particularly true for high-end manufacture’s such as A Lange & Söhne. As its CEO Wilhelm Schmid describes, it is ‘A brand that relies strongly on customer proximity and immediate product experience. The subtle differences that make our timepieces so unique are best discovered when holding them in one’s hands’.
To make this possible, the watchmaker has recently expanded its presence in luxury department store Harrods with the opening of a dedicated boutique. ‘Our new mainstay in Knightsbridge is a significant milestone in the partnership between A Lange & Söhne and Harrods, which began 10 years ago with the opening of a point of sale in the Fine Watch Room,’ says Schmid. ‘At the time, we wanted to offer our increasing international and regional customers in London a representative collection of our timepieces at the capital’s most prominent shopping destination. The A Lange & Söhne Boutique is a major step up in this regard as it offers an even more intensive brand experience.’
Here, collectors and connoisseurs can discover an extensive range of the brand’s six watch families in surrounds that reflect the emphasis on heritage and craftsmanship that is at the core of the historic German watchmaker. Visitors will also be able to enjoy some exclusive limited boutique editions, as well as A Lange & Söhne’s most recent timepieces, unveiled at Watches and Wonders 2021, which will be on display for the first time in the UK from 17 to 25 July.