xpanding its reach in the French market, A. Lange & Söhne has unveiled an exclusive boutique in Paris, nestled on Rue de la Paix, one of the most famous shopping streets right in the heart of the capital. Whether spontaneously or by appointment, clients can receive expert and personalised advice when choosing their desired model amidst a relaxed atmosphere and luxurious ambience. To provide them with a comprehensive overview of the collection, a large number of timepieces are available, including limited editions and boutique-exclusives.
Furthermore, the space, comprised of two floors, is furnished to resemble that of a modern lounge and provides an authentic and holistic brand experience. With great attention to detail, the interior architecture, characterised by its transparency and clarity, respects that passion for perfection and elegance with which watches are manufactured at A. Lange & Söhne. Rooms that connect at right angles reveal fascinating perspectives and provide the optimal setting for showcasing the timepieces and offering advisory consultations.
One of the highlights is the “Experience Library”, which offers insights into the history of A. Lange & Söhne through a collection of carefully selected exhibits. Furthermore, an extensive timeline takes visitors through the manufacture’s eventful history, which was marked by numerous innovative developments, while the “Wall of Parts”, a wall-filling installation with hundreds of hand-finished movement parts, illustrates the brand’s quest for technical perfection and the highest level of craftsmanship. The visitor experience is brought to a close in a lounge with its very own bar.
For Lange CEO Wilhelm Schmid, the new boutique is a major milestone for the company’s overall sales concept: “The boutique on Rue de la Paix allows us to establish direct contact with our French clients and respond to their individual needs. With this new location, we are showing our appreciation for an ever-growing community of collectors in France. It is also especially significant because the historical roots of our manufacture are closely linked to the French capital.”
Before Dresden watchmaker Ferdinand Adolph Lange founded his own workshop in Glashütte in 1845, he travelled to France in 1837, which was the hub of precision watchmaking at the time. He spent four years in Paris as head of Joseph Thaddäus Winnerl’s workshop, an acclaimed chronometer manufacturer. Along the way, he studied astronomy and physics at the Sorbonne University in Paris - but most importantly, he elaborated his skills as a watchmaker with the famous Parisian master craftsmen.
In 1900, A. Lange & Söhne’s Centennial Tourbillon No. 41000 became a sensation at the Paris International Exposition. The exquisitely crafted and technically extremely complex pocket watch with a one-minute tourbillon, a fusée-and-chain transmission, and an UP/DOWN power- reserve indicator inspired Walter Lange and Günter Blümlein to develop the Toubillon “Pour le Mérite” after the revitalisation of the brand in 1990.