A. Lange & Söhne Salon in Geneva

A. Lange & Söhne is opening an exclusive brand salon in June 2021 in the historic city centre of Geneva. It will give customers the opportunity to explore and purchase captivating timepieces from the tradition-steeped Saxon manufactory by appointment in a personal atmosphere. The new sales concept at the centre of Swiss precision watchmaking is a first for A. Lange & Söhne.

The exclusivity of the watches from A. Lange & Söhne should be reflected in the exclusivity of the location where they are presented. This is the idea behind the new Swiss A. Lange & Söhne brand salon, which was recently opened at Place de Longemalle 1, just a few steps away from Lake Geneva. After making an appointment, customers can get expert, individual advice when selecting their model of choice in a friendly atmosphere. Furnished in modern lounge style, the rooms on the first floor of a historic building provide ample space for the new sales concept over an area of 52 square metres.

The simple and clear room architecture with high-quality materials and subtle colours immerses visitors in an oasis of calm and serenity. Watch lovers can enjoy the prestigious collection of handmade mechanical time-keeping instruments from A. Lange & Söhne in an unobtrusive, welcoming atmosphere. In individually arranged consultation appointments, they can further familiarise themselves with the models they are interested in and have the special features explained in detail. In addition, the extraordinary location is also suitable for small-scale customer events.

For Lange CEO Wilhelm Schmid, the new sales concept is an important step towards bringing the world of A. Lange & Söhne even closer to the many people interested in the brand: “With our salon concept, we are creating a very personal and discreet atmosphere in which our customers can explore at their leisure the subtle differences that distinguish our watches.” Following the recent opening of a pop-up salon in Berlin, the Geneva branch is the second location where the new retail concept is being implemented to complement the existing worldwide network of boutiques.