Saxony watchmaker Lange (A. Lange & Söhne) opens a new boutique on Bahnhofstrasse in Zurich, which is also the brand’s first store in Switzerland.
This is Lange’s first Swiss boutique. The opening of the store has a ‘special significance’, explained Wilhelm Schmid, CEO of the brand. ‘It is a great compliment when Swiss fine watch connoisseurs choose German-made watches.
The location selection confirms Lange’s strategy to enhance the brand experience for customers in key markets through a representative product line. The Zurich boutique also showcases the brand’s new design. Wilhelm Schmid said: ‘Our goal is to create a space where every detail reflects the personality of the Lange brand. Therefore, in cooperation with the architects, we have chosen a design method that follows the Bauhaus principle and combines art, craftsmanship and technology , Just like our timepieces. ‘The boutique creates a relaxed and comfortable atmosphere, allowing customers to explore all aspects of superb timepieces.
Since 1995, Lange watches have entered the Swiss market. In Zurich, the company has long-term cooperation with the distributor Embassy. Founded in 1970, Embassy is one of the most prestigious brands in the Swiss watch market and also has stores in Lucerne and St. Moritz. ‘We are very happy to work with Embassy, a brand with a long history of success in Lucerne. Embassy’s reputation for excellence fits both Lange’s goals in the watch kingdom and reflects the brand’s involvement in fine watchmaking.’ Wilhelm Schmid noted.
With the opening of Zurich boutiques, Lange currently has 11 points of sale in Switzerland and the number of boutiques worldwide has also increased to 27. (Photo / text watch home Xu Chaoyang)