SJX Watches
Conversation: Wilhelm Schmid, CEO of A. Lange & Söhne
Having taken charge in A. Lange & Söhne at the end of 2010 – while the brand was still suffering from the effects of the 2007-2008 Financial Crisis – Wilhelm Schmid has now been the German watchmaker’s chief executive for a bit over a decade. He did not join Lange from within watchmaking, instead he was recruited from a German luxury brand of another sort, the carmaker BMW. But in the decade since Mr Schmid has carefully and steadily developed the brand, and in the process become one of the longest-tenured – and highly regarded – leaders in the watch industry. From its modern-day foundation in 1994, Lange made watches of first-class quality. That, along with the ethos of the brand, has been preserved, but at the same time, Mr Schmid has deftly evolved the brand’s image, in both product and communication – the Odysseus being an obvious example – bringing its peerless quality recognition amongst a broader audience. The brand’s success in recent years has translated into robust demand for its products – a good problem to have but one that Mr Schmid apologises for, as you’ll find out below. I spoke with Mr Schmid over Zoom last month, and enjoyed a wide ranging conversation that looked back on the last 10 years, as well as forward, where he notes e-commerce is now a certainty for Lange, but online exclusives are not. Zooming with the Odysseus The interview was edited for clarity and length. SJX: How has Lange been coping with the disruptions of 2020? Wil...
