Manufacture
KIH provides an exclusive look into A. Lange & Söhne's Pre-SIHH event, featuring an insightful interview with CEO Mr. Wilhelm Schmid. This report offers a rare glimpse into the brand's strategic decisions regarding manufacturing expansion, boutique strategy, and product evolution, directly addressing community questions about quality and production volume.
Now that the Pre-SIHH Press Event is over, which FX has summarized quite
comprehensively and I have very little to add. It was a great and fun
event for all of us invited and I am so grateful.
I had an opportunity to interview Mr. Schmid, about what you may want to ask him:
KIH: We just met at W&W in HK a few month ago, but how have you been?
Herr
Wilhelm Schmid ("WS"): It's been a busy year and I got tired in a good
sense. We have been very successful, so the word "tired" is in a very
good sense.
KIH: Would you tell me a bit about the new building - what function or department will be there, etc.?
WS:
Yes, we already have clear picture of the usage of all our buildings in
the future. We currently have three mainly buildings - Lange 1, Lange 2
which are luckily connected close by, and another building which is NOT
connected but houses all heavy machinery and such. The third building
is the landmark and we cannot touch it Considering the growth,
efficiency and work flow, we decided it was time to invest in the new
building which can be connected to the Lange 1 and Lange 2 building.
The
new building will be solely for manufacturing function - all the
engraving, all the machines, all the workshop for watchmakers. All will
move into the new building, because of the new building's energy
efficiency, cleanliness, climate control, work flow, and working
environment. The new building is perfect for them. After sales
service department will also move from Stamhouse to the new building.
And
the old buildings (Lange 1 and Lange 2) - they are still relatively new
buildings and very usable. They will remain as-is, but with the number
of the people we have today (about 600), changing rooms, lavatories,
shower rooms, canteens - all these facilities for the employees will
move in to those old building.
KIH: You have
opened a new boutique in Munich. Increasing boutiques or point of
sales, what is your strategy in terms of the production capacity and
deployment of the products worldwide?
WS:
Actually, we are not increasing POS in the past few years, rather
decreasing. But you are right that opening boutiques is a challenge
because it carries only Lange, unlike other retailers. Having said
that, we are opening boutiques in the strategically important cities.
KIH:
But, for example, while Ginza boutique is very good to the customers
and doing a great job to make owners as well as prospective owners
happy, they are sometimes sorry for the supply shortage.
WS: I am sorry about that. Demands surpasses supply all around the world and the situation cannot be improved so soon.....
KIH:
Would you envision the new "line" in addition to the existing lines,
1815, Richard Lange, Saxonia, Lange1, etc.. or how would you want those
existing "lines" to evolve?
WS: We are
fully aware that those existing lines have to be "vitalized" - e.g.
bigger 1815 for today's standard, and new 1815 U/D with new movement,
etc. But for some lines, like Lange 1 is really "untouchable".... We
do not plan to add a new line - for example, we have 1815 which still
reminds us of the days of pocket watches, and on the other end of
spectrum, Zeitwerk has a very contemporary look and innovative
technology inside. Each line or family is part of Lange's DNA or
history.
Decoration on the elevator area...
KIH: Will the production capacity increase when the new building completed?
WS:
No, that will not be the case. Sure, we will have more efficient work
flow and would be able to make more watches, but we don't play numbers.
It is not important for us to reach certain number of watches
delivered. Such number doesn't mean anything. What is important for us
is to build watches we want to make - from complicated watches to the
entry model watches. We introduced 10 new models this year and that is
quite a stretch for our manufactory. But over all the number of the
watches production will be almost flat - because we think we will
probably make more complicated watches which requires more resources and
time.
KIH: This is kind of my request. We all
like Lange's traditional style and the history from the pocket watch
era. Will you have your own in-house enamel dial (like this!)
department in the new building?
WS: The
answer is yes. We are working on it as we speak. We already have
Lange 1 Tourbillon Perpetual Calendar Handwerkskunst with the hand
painted numbers and we will definitely have dedicated department of such
effort in the new building.
KIH: Do you read PuristSPro.com ?
WS:
Absolutely. It is one of the things I regularly see all around the
world wherever I go. We have a clear philosophy not to interfere the
public forum especially PuristSPro is doing a fine job to self-regulate
and navigate the discussion to the right direction. Having said that,
if the moderators have any questions to clarify, please feel free to
contact us. We will give you any extra information you require. I can
guarantee you that we all read it and I can also guarantee you that we
also work on what is posted. For example, the forum discussion about
the relatively high price of polishing of Lange watches made us realize
that we had not made enough effort to let the people know how we polish
the case and thus why it cost so much. We simply did not explain well
enough.
Thank you, Herr Schmid, for your time!
Ken
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Other notable photos
Dresden Airport....
Of course, without this gentleman, nothing starts 
To be continued to the "Extras" below - enjoy!
The A. Lange & Söhne 1815 reference 206.032, introduced in 1999, is a notable example of the brand's commitment to traditional watchmaking principles. This model is part of the 1815 collection, which pays homage to the birth year of Ferdinand Adolph Lange and emphasizes classic design elements such as Arabic numerals and blued hands, drawing inspiration from historical Lange pocket watches. It represents a more understated and purist aesthetic compared to some of the brand's more complex offerings, focusing on fundamental horological excellence.
This particular reference features an 18k rose gold case measuring 36mm in diameter and 7.5mm in thickness. It houses the manually wound L941.1 caliber, visible through a sapphire crystal case back. The movement provides a power reserve of 45 hours. The watch is fitted with a sapphire crystal on the front, protecting a solid silver dial. Water resistance is rated at 30 meters, suitable for everyday wear but not for immersion.
The 1815 206.032 appeals to collectors who appreciate classical proportions and a focus on fundamental watchmaking without excessive complications. Its smaller case size reflects a more traditional approach to men's wristwatches, making it a desirable piece for those seeking a discreet yet highly refined timepiece. The combination of rose gold and a silver dial offers a warm and legible presentation, consistent with the collection's historical inspirations.
Lange team took us, journalists, to the BEST stollen maker in the town and taught us how to make one. A bit of a challenge for us who are familiar with watches, but not so much for cooking..... The Meister... Apron becomes you, Mr. Einhorn... :-) This is THE Recipe. I wonder whether Jamaica Rum was available back then.... :-) Made small ones to shorten the baking time... Outside of the cooking school. To be continued.....
A bit of addition to Fx' report on this. Just enjoy the season's scenes.... To be continued....
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