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. I understand that it should not be the focus. But ... Judging the Monet lilies, without knowing the price they command... ?

I love what ALS does on the technical side, I own and cherish several of their masterpieces. But back to the header. After such ignorance and arrogance I am not going to be buying their watches from an AD going forward.

I apologise, but getting angry about things that really don't matter right now is one of the few things that get me going smile

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 and give the existing base priority. 

I never understood how little businesses appreciate their existing relationship.  

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.

I’m a big fan of Lange & Sohne, but agree this was shortsighted [nt]

 By: emcquillan : April 2nd, 2020-22:16
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Its interesting though why they thought they could do it

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

With the crisis we are living, these increased prices are irrelevant. [nt]

 By: amanico : April 2nd, 2020-23:41
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... with ads giving more discount? Or because our health is more important? or because they are gonna adjust the prices again? [nt]

 By: Reuven Malter : April 3rd, 2020-00:55
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Because sales will not be successful, to say the least. People have other preoccupations in mind, I think. [nt]

 By: amanico : April 3rd, 2020-02:21
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What was the % increase? and was it across the full lineup? [nt]

 By: WH_ : April 3rd, 2020-01:21
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There were variations but roughly speaking around 5% across all lines. [nt]

 By: als1678 : April 3rd, 2020-06:35
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well, sad to say it, but it is in line with other manufacturers. What's inappropriate is the timing, not the pricing in my opinion [nt]

 By: WH_ : April 3rd, 2020-13:15
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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.

What an incredible resource, thanks for sharing. this will be my Saturday evening pass time! [nt]

 By: WH_ : April 4th, 2020-06:24
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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 time will tell.

Great interpretation! agree! [nt]

 By: Reuven Malter : April 3rd, 2020-02:46
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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 differently and not go ahead with it considering the current state of the world.

And at this stage i didn’t see news from other brands pulling back their price increase.

Just my 2 i said, i do agree with the sentiment

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 collectors) with their new strategy and policy in the past year(s) - Moving up the chain can be achieved in many other ways and would also require a different approach internally first, before making that move. I no longer understand it and perhaps this is just one of them. I am no longer much interested in Lange whilst I had them in the highest regards, but that is a story for another time.

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 of sale and right now they don’t have that.  It would be a fantastic place to be if one’s Datograph would lose only 10-20% on resale, maybe a little more even would be a good result.  But it’s a hard one to swallow when resale might be ~50% less than retail.  I am all for ALS doing whatever they can do to make this equation better and therefore give collectors/enthusiasts/the average buyer more confidence in their purchase.

Yes, totally agree with your points! [nt]

 By: als1678 : April 3rd, 2020-06:32
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As they starve more "ADs" out of business and go to boutique only we will end up paying full retail if you so desire one [nt]

 By: aperna : April 3rd, 2020-04:53
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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 turned AP into Royal Oak. As a collector I hate it, but can't argue that commercially it worked.
Lange will always be about dress watches. And I don't see this segment improving going forward as lifestyles change. They can't starve ADs because as it currently stands they can't make money without relying on watches being sold at a huge discount in the gray market.
If they want to survive in the long term, Lange should make way fewer watches, diversify away from their current lines, buy back inventory, sell online.

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 than that. There is a very significant risk that Lange will not survive without additional financial support from Richemont. By raising prices, the CEO (who is not a “watch guy” and is really just a businessman in a suit) is probably trying to show the top brass at Richemont that he is “doing something” about the terrible situation in which the company now finds itself. I absolutely love Lange’s watches, but I am very concerned about their future as a company.

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.
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