The subtle difference
At Watches and Wonders 2021, A. Lange & Söhne is presenting exciting new timepieces on a digital platform created explicitly for this purpose
Often, it is the small but subtle difference that plays the decisive role. This ambition not only inspires the new models of A. Lange & Söhne but also the concepts for presenting them – for example the “Lange Experience Hub” where the new timepieces are scheduled to debut from 7 to 13 April 2021 at Watches and Wonders. The digital presentation will be followed by a physical exhibition of the debuts in Shanghai.
This year, the Watches and Wonders show in Geneva will again be a digital event. Distinctly expanded in comparison with the prior year, the watchesandwonders.com platform will showcase A. Lange & Söhne’s new timepieces. Additionally, it will host selected customers, journalists, and business partners in a separate virtual Lange world. They will have the opportunity there to virtually encounter the manufactory’s team in various customised and to some extent personalized formats such as live chats, expert discussions, or product presentations to learn more about the debuts in detail and to discover which special features characterise A. Lange & Söhne timepieces.
LANGE 1 PERPETUAL CALENDAR
The subtle difference shines through in the LANGE 1 PERPETUAL CALENDAR by the successful integration of the individual calendar displays into the exceptional face of the
LANGE 1. The self-winding watch is fully focused on its eponymous complication. It is endowed with the iconic Lange outsize date, an innovative ring for the month indication at the periphery of the dial, and a moon-phase display that points out whether it is day or night. The newly developed model with a case diameter of 41.9 millimetres is available in pink gold with a grey dial or – in a limited edition of 150 watches – in white gold with a solid pink-gold dial.
LITTLE LANGE 1 MOON PHASE
The fascination of a bright moonlit night is the motif of the LITTLE LANGE 1 MOON PHASE. Thousands of tiny stars seem to twinkle on the dark blue gold-flux dial of the white-gold watch that has a diameter of 36.8 millimetres. Beneath the Lange outsize date, a white-gold moon follows its trajectory which is calculated to remain accurate for 122.6 years. In a second version, a bezel set with 56 brilliant-cut diamonds creates a radiant frame for the fascinating dial.
So far, the TRIPLE SPLIT is the only split-seconds chronograph in the world that can measure additive and comparative times for as long as twelve hours. The white-gold edition presented in 2018 is now followed by a second version – also in a 100-watch limited edition – in pink gold with a blue dial and rhodié subsidiary dials. As an example, the TRIPLE SPLIT can compare the times of two opponents in a car race or a triathlon. It is also possible to stop the times of consecutively starting events or to add the times of multi-hour events such as the those of the individual Ironman disciplines.
Virtual event for watch enthusiasts
The eclectic programme of the second digital Watches and Wonders show, enhanced with interactive elements, combines physical and digital content to acquaint a select community around the world with the debuts in an intensive encounter. In Berlin’s Alhambra, a former cinema theatre on Kurfürstendamm 68 in Berlin-Charlottenburg – it was the venue that premiered sound film in 1922 – A. Lange & Söhne set up a broadcast studio to interact with watch enthusiasts. Here, virtual guests can learn everything about the new A. Lange & Söhne models and experience the subtle difference that characterises the masterpieces “Made in Saxony”.
Via various formats such as live chats, streaming, and videoconferencing, the virtual visitors can interact directly with the people behind A. Lange & Söhne. In a “remote control” photo studio, journalists and bloggers can have a professional photographer shoot images according to their preferences. When well-known watch experts speak with Lange-CEO Wilhelm Schmid or Director of Product Development Anthony de Haas, enthusiasts can follow the livestreamed interviews from the comfort of their living rooms. A multimedia library offers a range of content related to A. Lange & Söhne that can be browsed to suit each user’s liking. Beyond that, it will be possible to digitally observe a watchmaker at work. A virtual concierge will provide navigation assistance.
Subsequent to the virtual show, a live exhibition is scheduled in Shanghai from 14 to 18 April 2021 at which A. Lange & Söhne will physically present the new models.
About A. Lange & Söhne
Dresden watchmaker Ferdinand Adolph Lange laid the cornerstone of Saxony's precision watchmaking industry when he established his manufactory in 1845. His precious pocket watches remain highly coveted among collectors all over the world. The company was expropriated after World War II, and the name A. Lange & Söhne nearly vanished. In 1990, Ferdinand Adolph Lange’s great-grandson Walter Lange had the courage to relaunch the brand. Today, Lange crafts only a few thousand wristwatches per year, predominantly in gold or platinum. They are endowed exclusively with proprietary movements that are lavishly decorated by hand and assembled twice. With 67 manufacture calibres developed since 1990, A. Lange & Söhne has secured a top-tier position in the world of watchmaking. Brand icons such as the LANGE 1 with the first outsize date in a regularly produced wristwatch, and the ZEITWERK with its precisely jumping numerals display, rank among the company's greatest successes. Exceptional complications such as the ZEITWERK MINUTE REPEATER, the TRIPLE SPLIT, and the so far most complicated model, the GRAND COMPLICATION presented in 2013 in a six-watch limited edition, reflect the manufactory's determination to achieve ever new pinnacles in its tradition-steeped horological artistry. Launched in 2019, the sporty-elegant ODYSSEUS marks the beginning of a new chapter for A. Lange & Söhne.
Arnd Einhorn, Head of Corporate Communications & Product PR
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