“Change is coming to A. Lange & Söhne”, says CEO Wilhelm Schmid
“In Glashütte, we have an absolute paradise for watchmaking” says Wilhelm Schmid, CEO of A. Lange & Söhne, in The Peak Magazine. “It’s tranquil, it’s calm, it’s difficult to get distracted. But, if you think about social media and digital, retail trends, marketing trends – and the talents whom you want to attract in those fields – we find it very difficult to establish them in Glashütte. They love it there for a day, but they can’t live there.” These teams will take on what Schmid calls the company’s “biggest challenge” – selling a brand beloved by horological purists to a new generation of watch fans. He said: “On one hand, the way we talk, present, design and execute is exactly why people like us. But now, we have to change the way we communicate slightly to attract that younger audience.”