A. Lange & Söhne boutique London – behind the scenes
A. Lange & Söhne, the prestigious German marque, has recently opened its new ‘London flagship boutique’ on Old Bond Street. Angus Davies offers an insight into the various delights awaiting individuals visiting this haven of watchmaking excellence. But first, the Lancastrian horophile begins by discussing the need for a face-to-face conversation when procuring an example of Haute Horlogerie.
Online shopping
In recent years, the face of retail has changed dramatically, especially in provincial towns. Once vibrant streets have since suffered decline. With the advent of technology, online shopping has significantly reshaped how goods and services are procured. There’s no need to get behind the wheel of a car or use public transport, just a few taps of a keyboard are all that is needed to procure a vast array of goods. It all seems very convenient; however, there are notable downsides. For instance, with an increasing number of people ordering goods online, including groceries and hot food, socialisation suffers. Furthermore, fewer people are needed within the service industry. There is also the thorny issue of service with customer enquiries now often handled by impersonal call centres or annoying chatbots. Sometimes, so-called ‘progress’ seems paradoxically regressive.
Haute Horlogerie – a face-to-face conversation is essential
Setting aside such sociological concerns, it is important to consider the needs of the watch aficionado and the potential effects of online shopping. Many mainstream watches attract attention due to brand awareness. Marketing professionals working for some familiar names will spend huge sums on advertising and/or associating their marque with music, sport or Hollywood in order to boost their market share. Some of these companies sell their products online, knowing they will be selected purely for their brand name and widespread appeal, often with scant regard to the materials employed or the functionality they provide.
However, there is a rarefied world where products are crafted free of compromise for discerning individuals. The branding is discreet and styles are intentionally timeless, while craftsmanship and mechanical virtuosity are manifest throughout. This is the world of Haute Horlogerie.
The problem with Haute Horlogerie is that it does not lend itself to the ‘pile it high’, warehouse model. Due to the protracted creation of timepieces, production volumes are inevitably limited. Moreover, dials and cases will often incorporate subtle details, movements will feature ‘complications’, while finishing needs to be explained to be fully appreciated. Suitable advice requires professional expertise gained through experience and continuous training. Quite simply, Haute Horlogerie requires a face-to-face conversation.
A. Lange & Söhne boutique London – a destination
A. Lange & Söhne, the Glashütte-based manufacture, is a name synonymous with Haute Horlogerie and the brand clearly believes that ‘human’ is best. It currently has eight flagship boutiques dotted around the globe, including a new London home located on Old Bond Street. In addition to its newest location in Mayfair, A. Lange & Söhne can still be experienced and purchased at Harrods.
For those horophiles unfamiliar with London, Old Bond Street is in the heart of Mayfair, the capital’s luxury enclave. Bond Street was named after its developer, Sir Thomas Bond in the late 17th century. The half-mile thoroughfare links Oxford Street with Piccadilly and, strictly speaking, is two distinct roads – Old Bond Street (circa 1680) and New Bond Street (circa 1720).
Amble along Old Bond Street past various art galleries, jewellers and purveyors of Haute Couture and you will eventually arrive at 29 Old Bond Street. When viewed from the pavement, the exterior of the four-storey period building is dressed in a discreet shade of grey and the architecture is quintessentially English. However, upon entering the flagship boutique you will discover a modern, bright environment bathed in natural light pouring from the sky window positioned above.
A. Lange & Söhne boutique London – ground floor
The visitor is invited to discover the history of A. Lange & Söhne, harking back to 1845 when Ferdinand A. Lange opened his first Manufactory with 15 apprentices. Each of the company’s six watch families is presented in a display cabinet, serving as a foretaste of the brand’s extensive product portfolio. A lounge area provides the ideal setting to relax and enquire, “What is a tourbillon?”
A. Lange & Söhne boutique London – first floor
Ascend to the first floor and you will see a hand-finished Zeitwerk movement, fully disassembled. Comprising several hundred parts, the intricacy of the movement is clear to see. Moreover, close examination reveals that each part has been finished by a time-served artisan. Take a moment to look at the ‘swan-neck’ with its mirror-polished surface – don’t worry a member of staff will point out this part and explain the finishing technique used. The area also plays host to other complicated movements, highlighting Lange’s expertise in crafting horological mechanisms. Do you know the difference between an ‘Annual Calendar’ and a ‘Perpetual Calendar’? If not, don’t worry, a member of the Lange team will be on hand to enlighten you!
A. Lange & Söhne boutique London – second floor
Astronomy and horology are closely entwined. The age of the moon, seemingly waxing and waning every 29.5 days, is sometimes depicted in miniature form on a watch dial. Termed a ‘moon phase’, A. Lange & Söhne has crafted several references featuring this poetic complication. Visitors to the second floor can view an impressive collection of enlarged moon discs before taking a moment to relax in a further lounge area, partake of a drink and enquire about the purpose of a ‘remontoir d’egalite’.
A. Lange & Söhne boutique London – third floor
Historically, watchmakers would work on upper floors to harness natural light. Therefore, it seems appropriate that Lange has chosen to locate a watchmaker’s bench on the third floor. However, this is not merely for show, as the dedicated watchmaker can be seen servicing timepieces. Their bench, with its assorted screwdrivers, tweezers, oiling tools, etc, serves as a microcosm of the company’s Glashütte Manufactory and upholds the same exacting standards whether performing a service or fitting a replacement strap. And, if you are interested, your host will even explain the difference between an ‘index-regulated balance’ and a ‘variable-inertia balance’.
Closing remarks
The internet is part of everyday life and, in many areas, it has delivered advancement. However, online shopping is not a suitable distribution channel for all products, especially Haute Horlogerie. A. Lange & Söhne inhabits this esoteric world; a domain where men and women expend many hours crafting ticking expressions of art.
Lange unites artisanal know-how with peerless micro-mechanical engineering. Within the company, talent is nurtured and skills are handed down from one generation to the next. Timepieces are imbued with notable longevity and the styling of each reference is designed to remain unaffected by the fickleness of fashions.
Ultimately, Haute Horlogerie confers a level of excellence that must be experienced first-hand, something that cannot be replicated online. A suitable boutique must present timepieces in optimal conditions and be staffed by trained professionals who are on hand to answer questions and impart knowledge. The rationale for opening the A. Lange & Söhne boutique London is clear; a retail destination par excellence dedicated to exemplars of Haute Horlogerie, crafted in Saxony.
A. Lange & Söhne flagship boutique – contact details
- 29 Old Bond Street, London, W1S 4QG
- Telephone: +44 (0) 207 9507950
- Email: london@lange-soehne.com