A. Lange & Söhne

Stefan is a Harvard Business School professor (and Lange aficionado) who wrote a case study about the brand last year as a teaching tool. The case study itself is quite interesting, and a related article about it just came out here .

My perception, which could be wrong as perhaps my view of this market is too narrow, is that only a small number of production would actually be purchased at retail price. Why is that? What does that say about how their products are priced? That would be ... 

Ah, I was disappointed by the article because I was hoping for more depth about the case study. It would be so compelling to find out how the big boys ALS, PP, and AP price model and what the unquantifiable value “heritage & tradition & exclusivity” trans... 

The article is just a brief, layperson's overview. However, the case study itself takes a much deeper dive into how Lange does actually does this. It'd be interesting to see how some of those other companies -- especially the independently-owned ones like... 

Pricing for Lange is an inherent challenge, given that the strategy is ultimately dependent on the moves of its key competitors. The other key variable, as debated extensively, is its performance in the secondary market.

It seems luxury watchmakers like ALS prefer to price based on perceived value rather than supply and demand. They perceive their brand to sit amongst the gods of horology (their perception meets with reality in this instance), hence they set their retail ...