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A. Lange & Söhne

Hi Roberto,

 

I wish brands would take into account our past purchases from any shop in any part of the world but unfortunately they do not. One has to have a purchase history in one particular shop to qualify for the special pieces. I have purchased five new Lange watches from an AD in Malaysia but that would not be taken into account at the Lange boutique in Singapore. I have even bought a limited edition 1815 honey gold thin from the boutique but even that will not be taken into account when being considered for any future special piece - the criteria is one will have to spend at least SGD60k on a watch from the regular collection. This practise does not apply exclusively to Lange. I have bought six new Pateks from my UK AD and only one from the Malaysian AD so if I am keen on a special piece, I would not get an allocation in Malaysia, possibly from my UK AD. But would it not be fairer if there is a universal database where all our purchases are taken into account because after all, the brand should be doing its part in looking after its loyal clients no matter where they buy their watches from.


Other industries have been applying the same business model for years.  If someone wants to buy a Birkin or Kelly bag from Hermes, one has to put one's name down on a wish list but it would help tremendously if one has a purchase history in the shop.  Similarly, I know of someone who buys almost every Ferrari launched so that when the limited edition models are launched, he will get an allocation. No one forces anyone to buy unwanted purchases to meet the criteria to be allocated a special item but for some people, they just must have a particular item be it a watch, handbag or a car!

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