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In a thought-provoking discussion, loopsandsounds brings to light a quote from A. Lange & Söhne CEO Wilhelm Schmid, sparking a debate about the brand's evolving philosophy and the nature of watch collecting itself. This article delves into the community's reaction to Schmid's definition of a collector and the perceived shift in Lange's approach to its clientele and market strategy. It explores whether this perspective reflects a broader change within the luxury watch industry.
"A collector is basically somebody who is addicted to a certain topic and who is never happy with what she or he has. He or she is always on the hunt for the next. That, for me, is the best definition of a collector to start with."
Quote from Wilhelm Schmid, CEO of A. Lange & Söhne. In his own words a collector is an animal who is never content? This seems a far cry from the brand I knew 10 years ago. Why must collecting be synonymous with insatiable consumption?
[Note from CR: I replaced the large image of the quoted words with the plain text of the quoted words themselves. To see this quote in context and to encourage thoughtful discussion, click here to read the full interview.]
This message has been edited by CR on 2022-06-22 14:28:45 Key Points from the Discussion
- Wilhelm Schmid's quote about collectors being 'never happy' and 'always on the hunt' is seen by some as an honest, data-driven interpretation of collector behavior, rather than a scandalous statement. This perspective suggests that insatiability can be a characteristic of driven individuals, and that Lange's evolving strategy, while alienating some, attracts others.
- A. Lange & Söhne has, in recent years, transitioned to a more arrogant brand, treating customers as an 'asset class' and focusing on increasing boutique sales through bundle deals, rather than fostering genuine customer relationships. This is a significant departure from the brand's approach a decade ago.
- The context of an interview heavily influences the CEO's responses. If the interviewer's focus is on business strategy and market economics, the answers will naturally reflect that, potentially making the brand appear tone-deaf to collectors' passion for horology. It's crucial to consider the interviewer's agenda when interpreting such statements.
- Personal interactions with Wilhelm Schmid reveal a passionate and forward-thinking leader who is deeply interested in the brand's values and the future of horology. This contrasts with the impression left by an edited interview, suggesting that direct experience can offer a more nuanced understanding of his perspective.
- The shift towards a boutique-only sales model and the discarding of long-standing relationships with authorized dealers and customers by brands like A. Lange & Söhne and Vacheron Constantin is a concerning trend. This move may prove unsustainable if demand slows, as the overhead of boutiques could become a burden.
- There is a clear distinction between a 'collector' and an 'accumulator.' A true collector is guided by quality, theme, or aesthetic, demonstrating a method and editing in their collection, regardless of budget. An accumulator, conversely, may acquire many pieces without a coherent narrative, driven by unlimited resources rather than a curated passion.
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