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Lange & Söhne rejuvenates its image
The 2018 edition of the Concorso d'Eleganza of the Villa d'Este will take place from the 25th to the 27th of May on the shores of Lake Como. Lange & Söhne will be present for the 7th consecutive year as sponsor of the event and as usual, will give the coveted prize, the Lange One Timezone "Como Edition" to the winner of the category "Best of Show". This white gold watch is distinguished from the catalog model by its engraved lid and the replacement of Berlin as a reference city of the GMT + 1 zone by Como.
This afternoon I was walking along the windows of the Bucherer boutique in Paris and I realized that the watches from the Saxon manufacture were displayed in front of a new very successful artwork, consistent with the elegant and retro atmosphere of the Concorso.
The artwork displayed in the shop window of the Bucherer boutique in Paris:
This artwork, which is part of a group of images made in the same context, marks a significant change in Lange & Söhne's communication strategy. Admittedly, this is not a 180 degree turn, but there is still a significant change in style.
The stakes are indeed important for the brand: it is about finding new sources of growth and renewing its customer base. But I also want to add: to continue to retain its traditional clientele. As a Lange & Söhne customer for many years, I want the brand to evoke themes more alive, more relaxed, more related to lifestyle to make its communication more dynamic. I have nothing against the images of Dresden, the gray furniture of the boutiques or the bust of F.A. Lange in the shop windows. But in 2018, I want to wear a watch whose image it reflects doesn't give me the impression of being close to the retirement residence.
The watch fades, blends into the background. A true cultural revolution for Lange & Söhne!
Lange & Söhne has forged since 1994, the year of the presentation of the rebirth collection, an image of excellence and great respect for the German watchmaking tradition thanks to the beauty of the movements, the incomparable quality of the finishes and a strict and timeless design. 24 years later, customers need other lines of communication, other messages. Certainly, the tradition, the rigor, the key features of the manufacture must remain present but more as a background music than as a main argument. These themes are more or less acquired. But the brand must once again make us dream and transport us into universes more in line with our aspirations.
The big date remains!
As a result of its involvement with the Concorso and the past career of Wilhelm Schmid, CEO of the brand and who worked in the automotive industry before joining the watchmaking world, Lange & Söhne has developed many relationships and synergies with the world of vintage cars. This is certainly not the first time, far from it, that a watch brand is interested in this universe. But for Lange & Söhne, the opportunity of these relations was couldn't be missed to inject a new impulse to its communication.
The pictures are very beautiful. They are colorful, what changes from the ambient gray, they display moving vehicles, what changes from the static images, they are deliciously retro what changes from the old style, the watches are not alone, what allows finally to connect them to a universe and all these assets while maintaining a refined and distinguished atmosphere that goes so well to the brand.
So I really like this new orientation. It was actually time for Lange & Söhne to make this change. Over the years, dust began to accumulate on gray furniture. So, all I want is that the scope of the campaign goes much further than the Concorso, that these good ideas are reused in other circumstances and that the manufacture also conducts a similar reflection on the entry level range of its collection that needs a big boost. Because, we all know, communication is not everything and in the watch industry, the product remains the key element. And the seduction of new customers comes first and foremost by attractive products, that is to say, watches that are certainly classic and irreproachable but which are bold enough to arouse the interest of people more fascinated by the design than only by the strict watchmaking tradition.
I wish to the Lange & Söhne team and its guests a great Concorso d'Eleganza with a sunny weather!
Fx
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Lange & Söhne rejuvenates its image
The 2018 edition of the Concorso d'Eleganza of the Villa d'Este will take place from the 25th to the 27th of May on the shores of Lake Como. Lange & Söhne will be present for the 7th consecutive year as sponsor of the event and as usual, will give the...
I enjoyed your thoughts, Fx
I have for years wanted a Lange - from the Langematik Perpetual to the Datograph to the Datograph Perpetual to the Lange 1 Lumen - but at this point, I am convinced that my lifestyle will be casual and I do not see a need for dress style watches and so in...
I don't look at these images and conjure a Lange watch-not one.
I agree the brand needs to move forward at this point, and a new (almost "first") advertising campaign would be a great idea. But these images remind me of Monaco Grand Prix posters form the 30s, 40s and 50s (deliberately, I'll bet) and what I see on the ...
Even though captivating images, they are kind of “cliche’ “ in today's communication ..
From hospitality industry to art and design , these “art deco” 1920/30 inspired graphics are pretty presents in today’s advertising industry , and rather popular. Even though I welcome Lange s effort to rejuvenate its message , there is still an air of co...
Hi Mo, I think you have a point here. They may be new for Lange, but quite aged in general.
I also think they do not really fit the image of the brand, which has little to do with motoring excellence, speed performance and fast machines. I'd rather like them to find a modern expression of the traditional watchmaking art they excel in. But this i...
