A. Lange & Söhne

Lange is my favorite brand. What are they doing to protect their prices from falling and watches from being sold at a discount in the secondary / grey market?

There is not really much brands can do, short of buying the pieces themselves, but that doesn't make sense - you make watches to earn money, not to spend it on buying back the same watches. More importantly - I don't think it matters. You are a fan of the... 

Yes, you can be a fan of a brand regardless of price point but the reality is when it comes to actually purchasing a watch, price matters...a lot. A 20-30% savings on a watch can be a year of your child's university tuition.

Loose at least 30% of their value when you go out of the shop you bought them... So, would it lead you to not love nor consider getting a Watch anymore? Now, the problem is the retail, which I generally find way too high for a vast majority of watches. It... 

They have only to gain. More sales! Their margin will stay the same (apart from boutique sales of course)