New A.Lange & Sohne Boutique in China

• 2008-08-28
  Filed under Press
  
  An exclusive world of experiences on a smaller scale opened on the 1st of July in the heart of China’s pulsating metropolis Shanghai right by the Huangpu River’s waterfront promenade: A. Lange & Söhne Shanghai. A place where time is at home and where visitors are invited to encounter the history and philosophy of Lange watchmaking artistry.
  
  The new business premises are located in the historic UNESCO building “Bund 18”. At the same time, the store’s opening premiered the new CABARET TOURBILLON in China and marks the brand’s entry into the Chinese market. Another Lange store is planned for the end of the year in Beijing.The market entry into China is currently one of the most important projects for arguably Germany’s most traditional watchmaker – its timepieces belong to the uppermost echelons of the luxury watch market. Lange CEO Fabian Krone: “Demand among Chinese watch lovers for A. Lange & Söhne timepieces has greatly increased in recent years. Opening separate stores in China is therefore right at the very top of our agenda.” In China, the activities will be managed by Lange regional manager Ming Lu. In Lu's eyes, A. Lange & Söhne is “a fascinating brand with enormous potential on the Chinese market. Its special appeal lies in horological artistry steeped in both tradition and innovation and in the myth that has its roots in the comeback story.”
  
  Like the store in Dresden, A. Lange & Söhne Shanghai also reflects the personality of the brand shaped by the motto “state-of-the-art tradition”. The furnishings and ambiance embody the same spirit of perfect craftsmanship and technological innovation expressed in the watches of A. Lange & Söhne. Lange’s leitmotif is reflected in almost every detail of the sales rooms: the coffered walls in typical Lange grey create a pleasant contrast to the indigenous acacia wood. The design conceals the latest in communication, presentation and security technology. The display cabinets are made from “Luccon”, a light transmitting concrete, and light-coloured sandstone was selected for the floors – the same material used to construct so many buildings in Saxony, above all the Dresden’s world-famous Frauenkirche. The collection drawers housing the precious timepieces have fronts made from Meissen porcelain. Finally, mirrors treated with a special technique reveal images from the early technical drawings of Ferdinand Adolph Lange. However, it is the art of watchmaking that takes centre stage here: almost the entire collection of elaborately crafted timepieces from Saxony can be experienced first-hand at A. Lange & Söhne Shanghai.
  
  Click here to see A.Lange & Sohne's current collection.
  
  
  Link: http://www.alange-soehne.com