In this insightful conversation, we delve into the world of watchmaking through the eyes of Wilhelm Schmid, CEO of A. Lange & Söhne. Schmid's personal relationship with time and watches offers a unique perspective on an industry shaped by precision and emotion.
The Power of Design and Feeling
When asked about the quality he values most in a watch, Schmid emphasizes legibility, a result of a well-balanced design and functionality. But it's not just about practicality; a watch should evoke a feeling, bringing a moment of joy with each glance at the wrist. This perspective highlights the emotional connection people form with their timepieces, a factor often overlooked in discussions about watchmaking.
The Appeal of Chronographs
Schmid's favorite complication is the chronograph, a choice that reveals his appreciation for the dynamic nature of this feature. Unlike other complications that operate at specific intervals, the chronograph's instant functionality adds an element of excitement and interactivity to the watch-wearing experience. This preference showcases a desire for watches to be more than just time-telling devices, but rather, engaging companions.
The Quartz Crisis and Its Legacy
The quartz crisis, a moment that fundamentally reshaped watchmaking, is a pivotal point in Schmid's narrative. The introduction of quartz movements challenged the traditional correlation between accuracy and price, shifting the focus of mechanical watches from tools to expressions of personality. This shift has had a lasting impact on the industry, influencing how watches are perceived and valued today.
Connecting with Customers and the Next Generation
A. Lange & Söhne faces the challenge of connecting with its customers, most of whom live outside the Glashütte region where the brand's employees are based. Schmid's solution involves expanding the brand's global network of boutiques, creating spaces where customers can engage with the brand's story and appreciate the intricate details of its timepieces. This strategy aims to ensure the brand's relevance and longevity, especially as it works to connect with the next generation of watch buyers.
Timeless Beauty and Classic Cars
Schmid's inspiration extends beyond the world of watchmaking, drawing influence from classic cars. The timeless beauty of these automobiles, despite their known shortcomings, sparks a passion that transcends time. This analogy is a powerful reminder of the enduring appeal of craftsmanship and design, a principle that Schmid applies to his work in watchmaking.
The Lange 1: A Watch That Stands Out
The Lange 1, a watch that Schmid wishes he had created, is a testament to the brand's innovation and design excellence. Its inclusion in a hypothetical list of the ten most important watches, alongside iconic pieces like the Royal Oak and Nautilus, speaks to its impact and uniqueness in the industry.
A Personal Favorite: The Odysseus Chronograph
Schmid's personal preference for the Odysseus Chronograph, a watch he wears even in his personal life, highlights the appeal of this particular timepiece. Its design and functionality evidently resonate with Schmid, offering a glimpse into the CEO's own taste and style.
The Importance of Understanding the Craft
Schmid credits his colleagues, Tino Bobe and Anthony de Haas, for helping him understand the brand's unique approach to watchmaking. Their support and guidance emphasize the importance of knowledge and expertise in this industry, especially when it comes to appreciating the intricacies of the craft.
Advice for Young Collectors
Schmid's advice to young collectors is simple yet powerful: only buy what you truly want. This sentiment underscores the importance of personal connection and investment in the watches one chooses to wear, a philosophy that aligns with Schmid's own perspective on watchmaking.
In conclusion, Schmid's insights offer a refreshing and personal take on the world of watchmaking, reminding us of the emotional and cultural significance of these intricate timepieces.
