A. Lange & Söhne opens Salon San Francisco as first of its kind in the U.S.

May 2024

A. Lange & Söhne opens Salon San Francisco as first of its kind in the U.S.

Centrally located on Geary Street in Union Square, the third-floor showroom is the German watchmaker’s second retail presence on the West Coast of America. It offers an elegant, relaxed space for Bay Area watch enthusiasts to explore a curated assortment of the brand’s watches.


Lange & Söhne has had a presence in San Francisco since 2002, and the Bay Area’s collective intellectual curiosity, pioneering spirit and perpetual innovation have long been a natural fit for the brand. The company is strengthening its commitment to the region with the opening of its Salon in San Francisco, the first Lange Salon in the United States.

Poised to be an elegant and sophisticated addition to the Union Square–Financial District neighbourhood, the new A. Lange & Söhne Salon celebrates fine watchmaking through an elevated lounge space with the distinct characteristics and personality that have made the Saxon manufacture synonymous with elegance, heritage, and craftsmanship.

The Salon is located in the landmark Sachs Building at 140 Geary Street, in a discrete third floor location. Guests will find a contemporary design with much to explore, from technical installations to insightful exhibits and an exclusive collection of A. Lange & Söhne timepieces. Reservations are not required but are encouraged.

Within its global retail network and complementing the top-class portfolio of boutiques, A. Lange & Söhne positions its Salon concept in the tradition of exclusive showrooms. The design approach aims to distill the collector experience journey to its essence: an intellectually curious watch collector, a casually luxurious atmosphere, and a thoughtfully handcrafted timepiece. Every A. Lange & Söhne Salon features an assortment of boutique exclusive, limited edition and core collection timepieces.

“There is no substitute for the experience of holding an A. Lange & Söhne watch in your hands, and feeling it on your wrist,” says Wilhelm Schmid, CEO, A. Lange & Söhne. The understated yet well-adorned retail environment designed for each Salon enables the Saxon manufacture to reach a broader audience and curate bespoke experiences for guests in a comfortable atmosphere.

The interior design of the San Francisco Salon takes its cue from Union Square’s legacy as an “urban room” in downtown San Francisco. The 143 square meters (1,539 square feet) of retail space is generously apportioned across three lounges, a central community space and a hospitality bar area. Guests are greeted at the entrance with a Lange 1 Outsize Date installation, illustrating one of the Saxon manufacture’s key contributions to modern watchmaking. The main area offers guests an opportunity to experience the latest A. Lange & Söhne masterpieces in a relaxed environment. Large arched shaped windows invite natural light to flow through the space, illuminating three showcases displaying highlights of the collection.

A. Lange & Söhne opens Salon San Francisco as first of its kind in the U.S.

The Salon also features a Lange “Experience Library”, a fixture in A. Lange & Söhne boutiques worldwide that tells the brand’s story through a set of carefully selected exhibits and artefacts. Furthermore, in a private viewing area, a media room featuring a 98” high-definition home theatre enables guests to examine – on demand and in intricate detail – the technical sophistication of selected Lange movements.

In addition to offering a refuge for individual collectors, the Salon also promises to embed the defining characteristics of German fine watchmaking into the greater community. In this respect, a communal table central to the interior design creates the ambiance of an atelier and enables a group of enthusiasts to share watch presentations, special events with Lange watchmakers and sales advisors, or conversations with like-minded enthusiasts, all while overlooking the nearby landmark buildings on Geary Street.

“The customers of A. Lange & Söhne admire the finest details of our watches, and our Northern California collector community has long demonstrated a keen interest in the design choices and mechanical ingenuity applied by our watchmakers in the quest to achieve the highest level of craftsmanship,” says Schmid. “We are proud that our manufacture has produced 72 in-house movements since 1994, and we invite our customers and friends to consider the San Francisco Salon a sanctuary where it is possible, over time and at one’s leisure, to explore what makes our timepieces so special and different.”

“Our Maison is only as strong as the dedication and passion of the community that supports it,” says Rudy Chavez, President, A. Lange & Söhne Americas. “For nearly 30 years, the stories behind A. Lange & Söhne timepieces have been a source of joyful exploration and spirited debate by Bay Area watch enthusiasts. We look forward to continuing our tradition of kinship and approachability with existing collectors and new members of the community, at our new home in the heart of San Francisco.”

The Europa Star Newsletter