Lange have misjudged this ...

Apr 03, 2020,02:24 AM

But it’s their choice,  as it’s my choice to take my business elsewhere. 

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Lange increased prices on March 1st of this year.

 By: als1678 : April 2nd, 2020-21:13
I have been a lurking member here for years. Learned an enormous amount. Was always troubled by the prevailing notion that for a purist value doesn't matter. Because if you ignore price, whether retail or after market, it is impossible to talk about value... 

Your frustration is not misplaced.

 By: Bill : April 2nd, 2020-21:18
These types of practices where exiting customers are not appreciated as they can always find new customers is a bad approach. You have a relationship with your existing customers and in the technology world of today nourish this one on one relationship an... 

Precious metals prices....

 By: Clueless_Collector : April 2nd, 2020-21:30
This was part of the reason, I think. Topic has been brought up here in the forum back in 3/1. I’m sorry you felt that way but they must have a reason. Maybe they will adjust down again later like what PP did in 2015 when the CHF revaluation.

Its interesting though why they thought they could do it

 By: Reuven Malter : April 2nd, 2020-22:35
The increase was actually quite big

You can see the new and old prices here...

 By: CR : April 3rd, 2020-20:54
... see the "Historic Data" or "Annual Prices" tabs at . Copy/paste/save the favorite/bookmark "http: /" (remove the space) for periodic updates.

Not surprised at all since it clearly reflects the arrogance of the current man in charge

 By: Maltie : April 3rd, 2020-01:41
Bad timing and I’m sure the watch community might hold this decision against them. Their watchmakers and watches are the finest the industry has but the top of this company seems sicker then I thought they were. My two pence.

Lange have misjudged this ...

 By: Cpt Scarlet : April 3rd, 2020-02:24
But it’s their choice, as it’s my choice to take my business elsewhere.

I think this is all about Lange moving themselves up the pecking order.

 By: russell996 : April 3rd, 2020-02:43
Everyone raves about the quality of the pieces, the beautiful movements, the amazing service the factory gives etc etc. At some point you need to step up and say 'hey I'm better than the competition and it's time to pay'. As to whether this is wise, only ... 

But surely this only works if you have complete control over pricing and point of sale. Which they don’t.

 By: Jay (Eire) : April 3rd, 2020-03:53
And even then how long of this complete control might it take to increase resale values. Years and years.

Pretty sure that is part of the plan.

 By: russell996 : April 3rd, 2020-07:24
Switching to a Boutique only sales stream seems to be the goal. Total control of the price and distribution of pieces.

If they can do that, and control everything, that can only be good.

 By: Jay (Eire) : April 3rd, 2020-09:58
Assuming of course they maintain production quality and numbers at high and low levels respectively. But it will takes years to improve both the perception and actuality of crappy resale

Would it be different if they had

 By: sc16 : April 3rd, 2020-03:37
Increased the prices on Jan 1st like some of the other brands? Would it have been more acceptable then? Whether or not this is right, I don’t think it’s completely fair to single them out, despite me agreeing with you that they could have handled it diffe... 

Fair enough. But you can look at the news and the markets around that time.

 By: als1678 : April 3rd, 2020-06:29
It was already a different world from Jan 1st. Also when you look at demand Lange is as far from Rolex as one can imagine. It takes them years to sell a limited edition of a few hundred pieces.


 By: sc16 : April 3rd, 2020-08:36
but I am not a fan of the Rolex policy also...Getting back to the subject, imho Lange is (getting) arrogant - they were exceptional in their early year and mid-years, but have kinda lost the feel they had with the customers (not necessarily all are collec... 

Yes, unless you are a tiny independent you can't rely on collectors only.

 By: als1678 : April 3rd, 2020-09:08
You need to be less arrogant and reach out to a larger pool of potential customers.

Oh value does matter, while our respective tolerances differ due to personal situations EVERYONE has a point at which value matters.

 By: Jay (Eire) : April 3rd, 2020-04:01
And nobody wants to feel like they are being shafted. As for ALS, yes. What the..... I agree with what was said above in terms of quality, and wanting to move themselves up the chain. BUT I think this needs to come with complete control of price and point... 

AP managed to do that successfully.

 By: als1678 : April 3rd, 2020-06:24
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... 

Lange is in a very bad state

 By: Incandenza : April 3rd, 2020-08:59
As a result of the coronavirus, sales will fall off a cliff. It’s going to be truly terrible - there will be weeks and months where Lange makes literally no sales. The critical stage could continue for up to a year. The ensuing recession will last longer ... 

I agree with you. Times are tough and it would be incredibly sad if they go under.

 By: als1678 : April 3rd, 2020-09:13
The current CEO was not doing a great job in the best of times, definitely not the right person to run the company in the coming year.

Yep... [nt]

 By: amanico : April 3rd, 2020-11:50

I think you are describing every luxury goods manufacturer - 12 months of hell!

 By: russell996 : April 3rd, 2020-11:47
As to Mr Schmid, he is very much a ‘watch guy’. You only need to spend time with him to find that out! I guess I’m in the minority, I agree with reducing output and concentrating sales through Boutiques with no discount. You can’t aspire to be the best an... 

Really? Patek Philippe is arguable the best, and they pretty much only run sales through ADs worldwide.

 By: masy7 : April 3rd, 2020-12:21
Although most popular sports and grand complication models do not need discounts to sell, you would have found that almost all other models could have been purchased from AD directly with slight discount even during the height of the nautilus hype. I do n... 

Thank you very much for taking the time to write the above "rant".

 By: als1678 : April 3rd, 2020-15:57
You very clearly articulated what has been happening with the brand in North America and probably elsewhere. You can't just adopt the strategies of your competitors which have been put in place over many years and supported by infinitely stronger brand eq... 

VERY bad business decision to say the least 🤦‍♂️...

 By: holdemchamp1225 : April 3rd, 2020-11:10
I love Lange watches and think they are highly underappreciated but this move to raise prices is just a BAD business move. It is understandable that maybe it was planned for a while, maybe going back to last year, BUT with the current climate and a black ... 

Bad timing and a

 By: MTR : April 3rd, 2020-14:11
... fascinating ... lack of sensitivity. Best Thomas