Hi All,
Lange is changing some of its sales and distribution practices. I heard rumblings that something was happening about a week ago, but the information I received at that time was a bit confusing and conflicting. To sort this all out, I asked Lange some clarifying questions, and tonight I finally had a chance to sit down and write up what I learned. Hopefully I didn't get too much wrong here! Here's what I learned, presented in FAQ form:
What are the different "points of sale" for Lange watches?
Lange has two types of points of sale: Authorized dealers (ADs) and boutiques. [Note: Boutiques can be subdivided into internal boutiques (owned by Richemont/Lange) and external boutiques (not owned by Richemont/Lange), but that additional distinction isn't relevant here.]
How did Lange sales work in the past?
Almost all standard production Langes, and many limited edition Langes, were available for ADs and boutiques to stock in their inventories. An AD could say to Lange, "I want a Langematik Perpetual for my display case," and Lange would sell that watch to the AD for their display case. You, the client, could then walk into the AD and buy it. If you wanted a Lange that the dealer didn't have in stock, then the dealer could order it from Lange and then sell it to you (or to anyone else, if you didn't want it). Lange never needed to know your name, and no prior purchase history was ever required. Of course, ADs could reserve limited edition or hard-to-get pieces for their preferred customers, but those sorts of decisions were left up to the points of sale.
What IS NOT changing with Lange's new sales practices?
You'll notice no changes for most models within the 1815, Saxonia, Richard Lange, and Lange 1 families. ADs and boutiques will still stock these models and can sell them to anyone who walks in the door.
What IS changing with Lange's new sales practices?
Many of Lange's more costly, complicated models are now "pre-sale" pieces, and some Lange models are "application" pieces.
What are the current pre-sale pieces?
Current pre-sale pieces include all Datograph and Zeitwerk models, the 1815 Chronograph models, the Richard Lange Jumping Seconds models, the Odysseus Datomatic WG/precious metal models, the (now discontinued) Langematik Perpetual models, the Saxonia Thin Copper Blue/Aventurine model (205.086), and all pieces classified as "Novelties" in 2020 and 2021.
What are the current application pieces?
Current application pieces include the stainless steel Odysseus Datomatic (363.179) and all limited edition Langes.
Why is Lange shifting to a "pre-sale" sales model for certain pieces?
Lange is shifting to a pre-sale model to get watches onto the wrists of the clients who want them more quickly and efficiently. Lange's production has always been limited, and currently there exists a global supply shortage for certain higher-end pieces. Until now, a client might want to buy one of these hard-to-find pieces from a point of sale that didn't have it and couldn't readily get it, while at the same time that very same piece might be sitting idle at a different point of sale. That's inefficient, and the pre-sale model substantially reduces that inefficiency.
How can I buy a pre-sale piece?
ADs will no longer stock pre-sale pieces in their inventories, but boutiques may stock pre-sale pieces subject to their availability. When a client wants to buy a pre-sale piece, the AD or boutique will provide Lange with the client's name, and Lange will then (a) link the client, watch, and point of sale together in its database and (b) fill the order by shipping the watch to the point of sale. Delivery time may take up to the usual 6 months if Lange needs to manufacture a watch that doesn't already exist in the pipeline, but otherwise delivery should be faster. Any specific financial arrangements, such as whether the point of sale requires a deposit before placing the order, are determined by the point of sale. Importantly, clients do not need to have a Lange purchase history to buy a pre-sale piece.
What if I want to see a pre-sale piece before I buy it?
Clients would never be required to buy a pre-sale piece that they haven't seen before. One possibility is for Lange to send the AD a dummy/blocked/sample piece to show the client, just like Lange did in the past with new releases. Lange is still figuring that out. If the sellable watch arrives at the point of sale and the client decides not to buy it, then the point of sale may sell it to another client after providing that second client's name to Lange.
How can I buy an application piece?
Application pieces are sold the same way as pre-sale pieces except the client must have a purchase history at one or more points of sale. The minimum purchase history needed for an application piece depends upon the piece. Lange will verify the client's purchase history before delivering the application piece to the point of sale.
Lastly, is it "application pieces" or "allocation pieces"? And while we're at it, is it "deployant" or "deployment"?
DEPLOYANT (folding) buckles are available for almost all APPLICATION pieces. And that's that!