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Good evening, everyone!
This column discusses mechanical watches from an engineer's perspective. For our 50th installment, we will be talking about:
"Why A. Lange & Söhne Is Called an 'Artisan Brand'"
Let's dive into this topic.
While there are many luxury watch brands, A. Lange & Söhne, a German-made brand, somehow feels different.
It stands apart from the "Big Three" watch brands—Patek Philippe, Audemars Piguet, and Vacheron Constantin—and Rolex, which boasts overwhelming distribution volume. It differs from these classic Swiss luxury watches in some way, and among watch enthusiasts, it is often said that:
"A. Lange & Söhne is in a league of its own," "A. Lange & Söhne is a craft," or "A. Lange & Söhne is closer to art."
Today, we will focus on A. Lange & Söhne and discuss why it is called an "artisan brand." Please read on until the end.
The Movement Is the "Star of the Back"
The Philosophy of the Three-Quarter Plate
The movements of A. Lange & Söhne adopt the traditional "three-quarter plate construction."
This is a historical design from Glashütte, which not only serves the practical purpose of increasing rigidity but also creates a structure that embodies "beauty displayed on a surface."
If Swiss watches showcase "three-dimensional beauty through bridges," A. Lange & Söhne presents a "quiet tension displayed through plates." The design philosophy itself aims to "achieve both beauty and rationality."
Every Watch Undergoes "Double Assembly"
A. Lange & Söhne has a famous process called double assembly.
Assemble once and check accuracy → disassemble everything → reassemble and perform final check
This process is inefficient if one only considers efficiency. So why does A. Lange & Söhne continue to use double assembly?
It's because they have a philosophy of "uncompromising precision and aesthetic appeal in the finished product." This is where the "artisan spirit of the workshop" truly shines through.
The Story of a Resurrected Brand
A. Lange & Söhne is a brand that was re-established in 1994. After once being extinct, it was revived after the reunification of East and West Germany, restarting watchmaking from scratch.
The guiding principle at that time was "to create the world's finest watches." They aimed for the pinnacle of quality from the start, rather than focusing on price competition or mass production.
This attitude has instilled a sense of "uncompromising quality" throughout the entire brand.
Limited Production, Understated Design
While some brands boast annual production volumes in the millions, A. Lange & Söhne maintains a very limited production quantity.
This stems from their stance that they are "only for those who understand," rather than aiming to dominate the market through mass supply.
And from a distance, they don't appear particularly flashy; unlike other brands, they aren't instantly recognizable as "luxury." However, "the moment you flip them over, only those who understand will truly grasp their value."
This is what creates their brand position, leading to:
・Less susceptible to speculative price increases
・Earning respect rather than fervent enthusiasm
Conclusion
How was it?
It's no exaggeration to say that A. Lange & Söhne is not just a "company that makes luxury watches," but rather "a workshop that has become a brand itself."
That's why they follow a unique path, distinct from Rolex or Patek Philippe, and command the respect of many watch enthusiasts.
Furthermore, it's possible that A. Lange & Söhne is one of a kind, and there may not be another brand quite like it. So, if you own one, continuing to use it for a long time could potentially lead to something interesting in the future.
I hope this article provided valuable information and sparked some interest in luxury watches! Also, please feel free to ask any questions directly, and I will be happy to answer them thoroughly. We look forward to your visit and inquiries.
Stay tuned for the next installment! See you then!
