Interview mit ALS CEO - grotesque statements regarding sales of Lange Odysseus
An interesting interview with Mr. Schmid, CEO of ALS, appeared at www.deployant
His statements regarding the sales of the Odysseus seem almost grotesque. Or - may be - the meaning between the lines are just incredibly impertinent?
ALS has noticed that long-time collectors and fans of the brand feel they've been put in the wrong. ALS also clearly knows what is causing this. And the reaction to this?? The arrogance is taken to the extreme with Mr. Schmid asking those people to remain sympathetic to the brand and wait and see. Probably until the ALS boutiques have skimmed off the cream and can no longer find anyone who buys other models in addition to the watch they actually want, in order to "qualify". And all this impersonally via an interview.
If Mr. Schmid had honestly appreciated that these collectors turn to him or the brand he could have at least answered these letters/mails directly. No - he didn't.
Or he could have made a concrete offer to long-time collectors and fans. No - he didn't.
ALS would be open to hear how one could do it better. No - they don't. There have been ideas on how to do this, if it were really about ensuring that certain watches actually end up with passionate collectors and not with investors.
All in all, a great textbook example of miserable customer orientation and above all disastrous communication - but meanwhile also exciting to follow. To be continued for sure.