Talking Watches and Wonders with Wilhelm Schmid. Part 1

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Talking Watches and Wonders with Wilhelm Schmid. Part 1 - A. Lange & Söhne
Wilhelm Schmid talks reflect on 10 years at the helm of the brand, this year’s novelties, and pre-show nerves

You are celebrating 10 years as CEO this year. When you look back, what are you the proudest of?
I have to admit in this case I am very privileged, there are many things that I will never forget and I will always remember with a smile. But I think if I had to boil it down to let’s say three things, it would be the grand complication that we launched in 2013, the inauguration of the new factory with Ms. Merkel in 2015, and the launch of the Odysseus, all for different reasons.

Talking Watches and Wonders with Wilhelm Schmid. Part 1

The grand complication because it is the most complicated wristwatch ever built in Germany. That was a statement, and it just showed the world that if we want to do it, we can do it. The manufacture for its sustainable energy sourcing and controlled environment. You know that will ensure fine watchmaking for us for the next 30 years. And again, we were ahead of our time emphasizing green energy. And then, as controversial as it was, the Odysseus, and I am pretty sure in years to come that will be like the Lange 1, or like the Zeitwerk, it will establish itself as a new family, a new chapter for A. Lange & Söhne.

Talking Watches and Wonders with Wilhelm Schmid. Part 1


What has been the most challenging thing you have had to deal with over the last 12 months?
One of our permanent challenges is that 90% of our people live in Glashütte and 100% of our customers don’t. So, to connect the world to Glashütte and Glashütte to the world is a permanent challenge because here in Glashütte we are the most successful, the best known, and the one with the biggest history. You don’t feel the breath of the competition on your neck, so you can easily become complacent. And in the last 12 months, despite all the challenges we have had, events that nobody had experienced before, and to keep that connection between the world with Glashütte and Glashütte and the world, with not travelling and not seeing people at the factory, that was a real challenge.

Talking Watches and Wonders with Wilhelm Schmid. Part 1

We are also a vertically integrated factory, so everything has to be controlled and with a world that is very volatile it was a bit like adjusted a tanker to the quick reactions of the ocean and that was not easy. But we went into it strong and we will come out of it even stronger, and that is what is happening right now.
 
In 2017 you were quoted in the NYT saying “I don’t think the Internet could be a proper substitute for a nice one-on-one conservation, where you speak to someone, you feel the weight of our watches and the turn of the crown, you hear the click of one of our push buttons.” The pandemic has left the luxury industry no choice but to embrace digitalization, how has this journey been for you? And has your opinion of the Internet changed?
I am always very adaptable and I am always ready to change if need be. In 2017 my clients would not have liked it if I had proposed a Zoom meeting instead of sitting down to a proper dinner and all that. But not only have we changed, but our customers have changed as well. You know the purchasing behaviour, the information gathering behaviour, everything has changed in the last 12 months because we could not provide them with the one-on-ones, and they couldn’t come, so we did the next best thing and we talk via a screen. It will be very interesting to see, once we can meet again in person to what extent we will continue to use that, and to what extent the appetite and hunger for personal interaction will return. I honestly believe it will be gigantic. I also believe that what we are doing right now will stay, maybe at a slightly less frequent level, but maybe it will be a good way to stay in touch. But then, you know, the moment I receive my watch and put it on my wrist, that is something I want to experience in a perfect environment with somebody else. I am pretty sure that is going to come back quickly, as soon as COVID allows.  

On the other hand, we now also have call centers in Europe and American where you can order watches and we tested it in China with WeChat and Weibo and it does work. There are clients out there, at the moment who are prepared to do that. It will be interesting to see if this group stays and the others come back or whether it is the same group that will now move back to the old way. In a year’s time, we should know.

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