patrick_y[PuristSPro Moderator]
28381
Lange is going the boutique route.
Jul 16, 2022,19:24 PM
Lange feels that the brand is "lost" among multi-brand ADs and that ADs don't represent Lange especially well. They feel that ADs cannot explain the special-ness of Lange according to their surveys and analysis. I concur, all of my experiences at Lange ADs, I'm not impressed. I'd say the clients know more than the people selling them. Thus, Lange has decided to open more corporate run boutiques and some locally-partnered boutiques. It's a tremendous increase in fixed costs. But they feel that the customer will get a better experience. I wouldn't call it a profiteering move, as there's A LOT of RISK and a lot of fixed costs. But most ADs that I've experienced simply can't explain Lange watches well and I don't blame Lange corporate for heading this direction. And frankly, someone buying a Lange is on average more technically inclined than someone buying a Patek Philippe.
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New ALS boutique open
By: ArmisT : July 16th, 2022-15:43
It looks like the new Boston boutique is finally open. I’m not sure exactly when opening day was, but just checked the website and see it’s listed with hours. I wonder if anyone here has been there or spoken with anyone there yet? I’m curious to know if t...
I would not be surprised. In Canada where we have no boutique…
By: Chronometer (aka yacomino) : July 16th, 2022-16:49
Lange started to restricted about a year ago the reference an AD could have and the ones that can only be sold at boutique. Now both AD left in the country are not even sure what will they hat from Lange, if anything…. So clearly they seem to be moving to...
Correct
By: Mach : July 16th, 2022-17:37
Lange is going the boutique route.
By: patrick_y : July 16th, 2022-19:24
Lange feels that the brand is "lost" among multi-brand ADs and that ADs don't represent Lange especially well. They feel that ADs cannot explain the special-ness of Lange according to their surveys and analysis. I concur, all of my experiences at Lange AD...
I know one example is just one example...
By: blau : July 16th, 2022-20:14
but I will be *extremely* surprised if the new Lange boutique in Boston does a better job at all that than the recently-dropped AD did!
It's a strategy that a lot of brands are embracing...
By: patrick_y : July 16th, 2022-20:26
Think about it... Let's say a salesperson works at an AD and she cannot possibly remember all the facts and details about each brand, then she has several jewelry brands she has to learn, study, and remember too. Thus, the brands are realizing that the cu...
I was just gonna write the same
By: boskomtl : July 17th, 2022-03:08
That SC&L did a good job repping ALS and the pieces they had there. I once walked in with my gen1 Datograph and the lady rep there immediately noticed it, knew exactly what watch it was, and proceeded to show me a number of interesting ALS pieces they had...
You may think that. I may think that. But does Lange think that?
By: patrick_y : July 17th, 2022-04:37
And who knows, Lange may think SC&L did a great job. BUT, they may think that they can do an even better job themselves. What's wrong with that thought process? They want to take a huge risk, but they're doing it with the hopes of improving the client exp...
That makes a lot of sense…
By: ArmisT : July 16th, 2022-21:04
For lack of better characterization, I regard Lange as a brand for those “in the know,” compared to Rolex or PP (which some may also debate), for example. And I agree that they were indeed “lost” at SC&L, whom certainly didn’t do a great job at selling me...
That business strategy is a unique one...
By: patrick_y : July 17th, 2022-01:14
I would argue that almost no multi-brand store in the country has a great sales team that truly understands Lange. At least not as well as the average buying customer. It's such a special product. And the manufacturing process is so different than the Swi...
Thank you for taking the time to write a detailed response.
By: als1678 : July 17th, 2022-12:57
You are right that there are nuances and I am sure not every multi brand retailer was able to represent the brand in a knowledgeable manner. But my comment was referring to two specific ADs only, ones where many members of this forum started their Lange c...
Ok. Let's say you were referring to two ADs specifically...
By: patrick_y : July 17th, 2022-15:25
Two ADs in Boston and NYC that you thought were very good. That's pretty micro to Lange. Where, Lange as a brand, needs to think of a worldwide strategy. Lange is thinking more macro here. They're thinking a whole worldwide sales strategy. Furthermore... ...
I always appreciate your wisdom, Patrick. I am curious...
By: CR : July 17th, 2022-16:48
... about Richemont's decision to have brands open their own boutiques rather than opening multibrand Richemont boutiques with say 3-5 Richemont brands (which might exist in other regions). I noticed that even the Richemont website highlights their number...
Richemont has always been this way...
By: patrick_y : July 17th, 2022-21:49
I agree. I would like to see a multi-brand store. Swatch Group has the Tourbillon stores that sell multiple Swatch brands, why not something similar for Richemont? But this has always been something unique to Richemont. Richemont is unlike Swatch - Swatch...
And now the final question...
By: patrick_y : July 18th, 2022-03:25
Will the sales associate only sell in his specific "shop in shop" or will he be able to sell all brands? The brand wants a dedicated person. But the salesperson doesn't want the risk, they want to sell all brands. Thus, when a salesperson is limited, they...
Definitely all of them
By: CR : July 18th, 2022-12:40
Otherwise it's the horological equivalent of a mall food court. Very uncomfortable. And I finally googled "Balenciaga" and learned that they're a fashion company!
That's what the brands want...
By: patrick_y : July 18th, 2022-16:07
Individual food court. They really want individual restaurants. A food court shares the same custodial staff and the same tables and chairs. Lange would want to use its furniture scheme and VC would want to use its own furniture too.
In this “shop in shop” hypothetical scenario…
By: ArmisT : July 18th, 2022-16:02
the various brands are all ultimately Richemont brands, correct? Therefore, from a cost effective /economy of scale perspective, Richemont would want a salesperson to be able to sell any and all of the house brands…and to do so well, obviously. I can’t be...
So... Here's another thing you probably didn't know...
By: patrick_y : July 18th, 2022-16:27
There are hundreds of Duty Free stores in airports run by DFS (Duty Free Stores) which is an LVMH company. LVMH's DFS-branded stores carry brands from all the major groups, including competitors to LVMH. In fact, many DFS stores carry tobacco products, Ri...
Love it…your points all nicely made. 👏🏼
By: ArmisT : July 18th, 2022-23:08
A lot of food for thought came out of this thread. It’s a testament to this forum and the wide spectrum of interesting people that take part in it (but excluding myself…I’m still soaking it all in and learning).
We are all learning. At every level, we are all learning.
By: patrick_y : July 19th, 2022-00:20
When Tiffany & Co. used an old MS Dos computer system (they only switched away from this system about 5 years ago), the salespeople had to be really smart with the computer. Moreover, they had to remember codes. You had to punch in codes and commands....
Alas...
By: amanico : July 16th, 2022-17:20
Multiple brands have decided to establish boutiques in Boston . . .
By: Mach : July 16th, 2022-17:37
AP, Rolex, and A. Lange & Söhne. We will soon have a Patek boutique. Unfortunately, to your point, they don’t want to sell pieces! IMHO none of them respect true watch connoisseurs. I’ve visited the AP boutique multiple times. I’ve had no purchase his...
+1
By: ArmisT : July 16th, 2022-23:01
Sad.
By: amanico : July 17th, 2022-20:37
Don't forget Richard Mille!
By: blau : July 16th, 2022-18:29
Definitely the boutique in Boston with the most expensive nonexistent watches.
:))))
By: amanico : July 17th, 2022-20:37
Yes… I know Rolex went to this try on approach
By: Darron : July 17th, 2022-19:54
But it is funny that Lange is opening a boutique when there are no watches for sale. There is that other point about the workforce of adding knowledgeable folks but again nothing to sell. Of course I am still unsure of the limited output is due to less ou...
Lange overall is doing their best...
By: patrick_y : July 16th, 2022-19:26
The transition phase is always a little messy. But introduce yourself to the team at the boutique. And register your watches on the Lange website.
Interesting news
By: Aquaracer1 : July 16th, 2022-22:42
Also being a Boston local, I did enjoy visiting SCL. More specifically, their watch salon was impressive, with a small area dedicated to ALS. Did not buy an ALS there, but did buy a new ALS strap for my u/d. The experience was excellent
Boutique is open!
By: thekman : July 19th, 2022-21:24
For those saying why open a boutique without inventory, actually it is fully stocked. Tons of Lange 1s, Saxonias, Datgraph, even a titanium Odysseus for display. I think the only thing I missed seeing there was a Zeitwerk.
Lange Boutiques vs Authorized Dealers
By: rld : August 4th, 2022-19:36
Sorry I am so late to this party! Lots of interesting and insightful points that I have enjoyed reading. I can add a few comments with regard to some points and questions earlier in the thread, based on my own experience. With regard to the (former) ADs i...