A. Lange & Söhne unveils new boutique in Seoul

German watchmaker A. Lange & Söhne has lifted the curtain to its South Korean boutique attractively located in the Gangnam-gu district in the bustling heart of Seoul.

2020 is a special year for German luxury watchmaker A. Lange & Söhne. 175 years ago, Dresden watchmaker Ferdinand Adolph Lange set out to build the world’s best watches in the rural town of Glashütte. Restarted in 1990 by his great-grandson Walter Lange, the manufactory has once again become a key figure in international precision watchmaking and has a presence in about 60 countries around the world. In 1995, A. Lange & Söhne first made its entry into the Asian market. Since then, the brand has continuously expanded its presence in the region. The new A. Lange & Söhne boutique in Seoul marks a major step in the company’s retail strategy in South Korea. It is located in the Shinsegae Department Store Gangnam in the heart of Seoul’s fashionable and trendsetting Gangnam-gu District.

Designed with a dedication that shapes A. Lange & Söhne passion for perfection, the 50 square metre boutique provides watch enthusiasts and newcomers to the brand with a unique horological experience. Characterised by openness and clarity, the large glass front welcomes customers to enter. The brand’s artistic ingenuity has been the inspiration behind the architectural design. Perpendicular intersecting volumes of movable walls and sliding doors subdivide the boutique into various functional areas. Each space fulfils a specific role, from watch display and consulting to sales delivery. Interlocking volumes set at right angles present exciting perspectives and spatial experiences.

A key aspect of the boutique is the Experience Library. With its numerous exhibits referencing the history of the manufactory it is like a window into the world of A. Lange & Söhne. “Never stand still” – the late Walter Lange’s personal motto inscribed on a wall greets visitors to the boutique. Two separate spaces, a VIP area and a luxurious private lounge, afford privacy to the most esteemed customers.

An interplay of colours, surfaces and aesthetic features implemented in the boutique design create distinctive classicism and timeless quality, just like the timepieces of A. Lange & Söhne. Clean lines and authentic materials are the cornerstones of the design, while meticulous attention is given to every little detail. The use of materials reaches from technical, modern-looking steel to natural stone, which represents close links to the manufactory’s homeland Saxony in the southeast of Germany.

Metal pilaster strips have been fitted on the walls to add visual highlights as well as recalling the distinguishing traits of each Lange timepiece. Like the edges of watch parts, the strips have been bevelled at a 45-degree angle and polished to a mirror finish. Maximum quality, optimum functionality and timeless appeal summarise the entire design of the boutique.

Wilhelm Schmid, CEO of A. Lange & Söhne, sees the opening of the new boutique in Seoul as a major step in the company’s global sales strategy. “We have been encouraged by the ever-growing number of watch connoisseurs taking a keen interest in A. Lange & Söhne,” he says. “The opening of our boutique in Seoul will allow us to strengthen our presence in South Korea and to provide a more well-rounded experience for our customers. By combining craftsmanship, high quality materials and the most advanced technology we have created a space that reflects the soul of A. Lange & Söhne down to the very last detail.”