A. Lange & Söhne opens boutiques in Berlin and Frankfurt
With the opening of two flagship stores on Berlin’s Kurfürstendamm and Frankfurt’s Goethestraße, the Saxon watch manufactory is embarking on further expansion in the German market.
The quest for perfection is what unites owners and makers of A. Lange & Söhne timepieces. This connection is something the Saxon watch manufactory – with its own German stores in Dresden since 2007 and Munich since 2013 – clearly conveys in its two new stores in Berlin and Frankfurt. In both locations, the company has succeeded in creating brand environments that fuse art, handicrafts and technology in one, reflecting the brand’s values down to the tiniest detail.
Following its successful start with an A. Lange & Söhne pop-up salon in the former Alhambra cinema, the brand has now established a permanent location in the heart of Berlin, just a few hundred metres away at Kurfürstendamm 52. Opening a year ago, the pop-up salon quickly became a popular spot for watch collectors and aficionados to come together. A. Lange & Söhne’s new permanent presence in the city is good news for the ever-growing numbers of people in Berlin and beyond with a passion for precision watchmaking.
At the entrance, guests are welcomed by the three-metre-tall model of a LANGE 1 MOONPHASE, an emblem of Saxon watchmaking. In the back area of the lounge, guests can have the models of the current collection presented and explained to them.
A. Lange & Söhne’s Frankfurt flagship store at Goethestraße 2 also offers a unique shopping experience. The three-storey boutique offers watch lovers in the Rhine/Main region a sneak peek at the history and philosophy behind the A. Lange & Söhne brand. The store features a strikingly clear and modular design combining handcrafted elements with impressive exhibits. On entering the boutique, visitors are sure to notice the “Wall of Parts”. This wall-to-wall installation featuring hundreds of hand-finished watch components is a visual representation of the quest for the utmost quality.
“Our new boutiques in Berlin and Frankfurt reflect our ambition to never stand still and to meet the growing demands of our customers,” says Lange CEO Wilhelm Schmid. “We’re convinced that the things that make a Lange watch special are best conveyed by experiencing their effect on your own wrist and by talking to the experts yourself.”