But it took a long while and it was painful. It started with them buying back inventory years ago ...
Being privately held allowed them to make the right long term decisions. But much more importantly they realized that the future is in sports watches and turned AP into Royal Oak. As a collector I hate it, but can't argue that commercially it worked.
Lange will always be about dress watches. And I don't see this segment improving going forward as lifestyles change. They can't starve ADs because as it currently stands they can't make money without relying on watches being sold at a huge discount in the gray market.
If they want to survive in the long term, Lange should make way fewer watches, diversify away from their current lines, buy back inventory, sell online.