A. Lange & Söhne opens Bond Street flagship

London’s Bond Street continues to be a must-be-there destination for global luxury brands and the latest to open there is A Lange & Söhne, with a new flagship boutique at the Mayfair end of the thoroughfare.

The street morphs from new Bond Street to Old Bond Street and the UK flagship for the luxury watchmaker is at number 29 on the latter.

The company said it’s strengthening its presence in the UK market via the four-storey space and that “whether spontaneously or by appointment, clients can receive expert and personalised advice when choosing their desired model amidst a relaxed atmosphere and luxurious ambience”. 

To provide them with a comprehensive overview of the collection, a “representative selection” of timepieces is available, including boutique-exclusives and limited editions.

So what of the store itself? The key exterior colour of the historic façade is dark grey, which continues on the inside. On entering the ground floor, visitors get “an engaging introduction to the brand’s unique history and its six dedicated watch families”. This level also features a lounge, “seamlessly blending traditional London club aesthetics with a contemporary A Lange & Söhne environment, bathed in natural light from a sky window”. 

On the ground floor, there are displays highlighting the “intricate artistry within each timepiece” and several hundred hand-finished movement components of a Zeitwerk, Lange’s award-winning mechanical digital watch, are displayed. 

The first floor offers a more in-depth exploration with complicated movements on show. On the second floor is a bespoke lounge and a dedicated watchmaker is featured on the third floor “further enhancing the client experience with direct insights into Lange’s watchmaking craft”.

The company also has flagships in New York, Dubai, Shanghai, Singapore, Hong Kong, Tokyo, and Frankfurt, and  CEO Wilhelm Schmid, said the new one is an important milestone in its global sales concept: “We are excited to be opening our new flagship boutique in such an incredible location. The club-style lounge is a friendly nod to the ever-growing community of A Lange & Söhne collectors in the United Kingdom. The opening of our new London premises is also a special moment for us because of our historical ties to the city, which played a decisive role in the brand’s international success in the mid-19th century.