BMW, Lange, Steinway: A Shared German Heritage Event

KIH · 2013-03-01T05:55:11Z

Explore the unique collaboration event between BMW, A. Lange & Söhne, and Steinway & Sons, showcasing luxury automotive, watches, and pianos.

KIH

WPS member · A. Lange & Söhne forum

12 replies1928 views0 photos

KIH's photo report on a unique event co-hosted by BMW, A. Lange & Söhne, and Steinway & Sons offers a fascinating look into the intersection of luxury automotive, haute horlogerie, and fine musical instruments. This post captures the synergy between these German-rooted brands, providing readers with an exclusive visual tour of an event that celebrates precision, craftsmanship, and heritage.

YES! Germany! ..., well, sort of.. (note1: trivia from a classical music buff who practiced the piano when much younger, Steinway was founded in Astoria, New York, US by a German immigrant, Henry Engelhard Steinway in 1853, NOT exactly German-born brand.... later made a factory in Hamburg in 1880, though).

There was an event by BMW, combining itself with A. Lange & Sohne and Steinway & Sons (note2: A. Lange & Sohne, Steinway & Sons... the way they named their brands is indeed similar

).

Of course, the main purpose is to promote BMW and Lange and Steinway were just accessory....

But anyway, it was an interesting event and would like to present you the photo report..... While I have no idea about the cars, I enjoyed very much the piano mini concert and Lange showcases.

At Park Tower Prince Hotel.

BMW Classic car and Como Classic car event which Lange sponsors in May....

I couldn't tell the difference which is which, but pretended to like this one to take this shot

Lastly, mini piano concert - very nice. It's been a while for me to listen to the REAL piano - although I felt sorry that it was not the best condition or venue for the professional pianist....

Thank you, The Hour Glass Ginza, who took us to the event!

HAGWE!

Ken

Key Points from the Discussion

The event successfully cross-marketed to different customer pools, with some BMW enthusiasts showing interest in Lange watches, despite most watch collectors not being car enthusiasts.
Cross-brand collaborations like this are a smart strategy for brands sharing similar values, allowing for economies of scale in marketing and reaching a shared luxury customer base.
Steinway & Sons has historically produced its own watches, though playing piano with a Lange watch is preferred by collectors.
The A. Lange & Söhne CEO's background as an ex-BMW executive and his personal interest in playing Steinway pianos might explain the natural synergy between these brands.
The combination of good music, a great car, and a great watch represents three important pillars of a luxurious lifestyle for many enthusiasts.

The Discussion

fernando

Mar 1, 2013

CEO is an ex BMW man and he plays his Steinway to relax? I just made the last bit up. :) Thanks for sharing this German theme event with us Ken. I like your Darth! Best fernando

KIH

Mar 1, 2013

I would have bankrupted IF I liked the cars as well - couldn't believe there were so many people at the event who all seemed interested in buying one, while most of us, Lange buff, had no idea (one of us doesn't even have the license :-)).... But a few BMW fans seemed to be interested in Lange, and that was good to know. HAGWE! Ken

foversta

Mar 1, 2013

I by the way, Steinway has (had?) its own watches! Credits: Luxist But I think I prefer to play piano with a Lange watch... ;) Fx

patrick_y

Mar 1, 2013

Good music, a great car, and a great watch... Those are three important pillars of life. Thanks for sharing KIH!

KIH

Mar 1, 2013

Must be a "collectors" item :-) Certainly, I would love to play the Steinway with Lange watch on my wrist.... That would be so cool... Ken

KIH

Mar 1, 2013

You should definitely have been there! Ken

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BMW, Lange, Steinway: A Shared German Heritage Event

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