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New A. Lange & Söhne boutique opens in Bangkok
April 19, 2019
In December 2018, A. Lange & Söhne opened its second South-East Asian boutique in Bangkok, Thailand. With a retail space of 50 square metres and a brand-new design concept, it is situated at the heart of the Thai capital on the main floor of Siam Paragon, which is one of Bangkok’s largest shopping malls.
In 2012, the A. Lange & Söhne boutique in Ion Orchard, Singapore, was the first boutique for the brand in the region and a flagship for the German watchmaker in South-East Asia. The past few years have seen the watchmaker grow from strength to strength in the region, cultivating a group of fervent supporters and enthusiasts. This year, doors to a second boutique in the region have been opened, this time in Bangkok, Thailand. The world’s first “freestanding” A. Lange & Söhne boutique is located on the main floor of Siam Paragon and features 360-degree visibility, allowing customers to appreciate the brand’s offerings all around.
The Saxon watchmaker regularly demonstrates their creativity and uncompromising desire to grow with many innovative mechanisms that still follow the principles of classic watchmaking. “Never stand still” was the motto of Walter Lange, the great-grandson of Ferdinand Adolph Lange, who re-established A. Lange & Söhne in 1990 after an involuntary hiatus of over forty years. This also applies to the company’s global presence.
The new Bangkok boutique joins A. Lange & Söhne’s worldwide stable of 25 boutiques and 215 sales points at retailers. Its prime and strategic location enables the Thai flagship to play a key role in the company’s global network of boutiques in the world’s major cities.
Wilhelm Schmid, CEO, A. Lange & Söhne, believes that this new design concept is a milestone in the company’s global communications and sales strategy: “We wanted to create a space that reflects the A. Lange & Söhne brand personality down to the very last detail. Together with our architects, we decided on a Bauhaus-influenced approach, combining craftsmanship, a variety of materials and technology in one cohesive whole – just like our watches.”
A New Global Boutique Concept
A. Lange & Söhne watches have always been well-regarded for their distinctive classicism and timeless quality. An interplay of colours, materials and surfaces helps achieve the unique look in their timepieces. The new boutique design concept draws on this strength and modernizes the manufactory’s global presence and image, while adding impressive aesthetic features.
The spectrum ranges from technical, modern-looking steel to natural stone, which represents close links to the manufactory’s home in the Ore Mountains, east of Germany. The company’s signature grey also gets a few new flourishes, including a shade that was specially developed for the A. Lange & Söhne boutiques, to match the traditional German Silver used in every Press release: New A. Lange & Söhne boutique opens in Bangkok page 2 of 2 movement – a unique, warm tone in between gold and silver. The boutiques’ clear lines and plenty of details are reminiscent of the history and values of the manufactory. Angular, interlocking spaces open up exciting perspectives and spatial experiences. Each space also fulfils a specific role, from watch display and consulting to sales talks.
In addition, metal pilaster strips are featured on the wall fittings, adding visual highlights as well as making a statement about the typical characteristics of a Lange watch. Like the edge of watch components, the strips are bevelled at a 45° angle and polished, featuring straight-line graining on the inside – another finishing technique typical of watch components.
A key aspect of the boutique is the lounge with its Experience Library. An oversized type case displaying numerous exhibits tell the story of the manufactory and its craftsmanship using lovingly designed objects. For both furnishing of the salesroom and the making of mechanical timepieces at the Lange manufactory, the company is guided by honest, meaningful and sustainable use of craft skills and materials. The designers and architects ensured maximum quality and optimum functionality and value with a timeless aesthetic appeal.
The Bangkok boutique is the 4th in the world to implement this beautiful new concept following Dresden, Shanghai and Chengdu.