Richemont-owned A. Lange & Söhne is evolving from traditional showroom-selling to the types of lounges that Audemars Piguet has pioneered with its AP House lounges.
The first Lange lounge opened in Geneva a year ago, and proved so popular with customers that the business has opened a second salon on an upper floor of a property overlooking Zurich’s prestigious Paradeplatz.
Furnished like a hotel lounge, the 1,100 square foot space is designed for small events or intimate consultations on a clean and uncluttered floor using high-quality materials and a neutral color palette.
Lange says it will have a wider selection of its watches available at its lounges including boutique-only editions.
“Most of our customers have studied our timepieces intensively in advance and come to us with the aim of learning more about their technical features and the traditional craftsmanship cultivated in our manufactory. The salon concept allows us to respond individually to our customers’ desires and expectations and to give them the personal attention they rightly expect from us,” says Lange CEO Wilhelm Schmid.
