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Longing for novelty
Matthieu Dupont, Brand Director of A. Lange & Söhne Middle East, has strong confidence in this region. This trust is reflected in the fact that the company opened two outlets in the UAE in the past 12 months; the biggest was opened in the Dubai Mall. Dupont also pins high hopes on Salon International de la Haute Horlogerie exhibition to showcase all of its novelties. Below are excerpts from the interview with Dupont for Arabian Watches and Jewellery magazine:
What sort of impact will Salon International de la Haute Horlogerie (SIHH) have on a premium brand such as yours in the Middle East?
SIHH is a major event at which we showcase our novelties each year. It offers a unique opportunity for our partners to see all novelties, and bearing in mind our limited supply throughout the year, it is a key occasion that is highly anticipated from one year to the next. SIHH spotlights our status as a very exclusive brand within the Richemont portfolio and allows us to reiterate our core brand values and on-going quest for perfection.
What are your expectations of SIHH 2013?
To reiterate and share the overall brand direction for the coming year and present our new models to key retail and press partners, all the while emphasising our expertise in the precision watchmaking industry.
What are your 'star' novelties for the SIHH?
One of our highlights this year is the Grand Lange 1 Lumen, a strictly limited edition of only 200 platinum-cased watches worldwide. Parts of the dial are made of semi-transparent sapphire crystal, revealing the mechanism of the date complication, which, together with the time and power reserve, glows in the dark. The outer ring and the display surfaces for hours, minutes and seconds are made of blackened silver. The superb craftsmanship and virtuosity can also be admired from the sapphire crystal caseback. Our other novelties will be shown at the SIHH. All I can say is that the programme has an interesting twist.
When may we expect SIHH novelties to be available in boutiques and POS in the Middle East?
It all depends on the novelty. We are ensuring that the lead-time between SIHH and boutique as well as POS arrivals is reduced year by year. For 2013, I am pleased to say we shall receive pieces in the Middle East hopefully from July onwards.
Which of your watch models are the most popular in the Middle East and why?
The Lange 1 family has always been a great success of the brand as a long-standing iconic collection with a diverse range of models available. One of these, the Lange 1 Time Zone, the ultimate travel companion for cosmopolites and frequent flyers, features a rotating ring with the names of 24 cities, now including Riyadh and Beirut, representing the respective time zones.
The Grand Lange 1 is also a firm favourite. With its altered dimensions and a new inner life, it exhibits true grandeur. A newly-developed movement makes it possible to transpose the subtly balanced dial layout of the Lange 1 to its larger sibling while slimming down the silhouette.
Another much sought-after model is the Datograph UP/DOWN, a true benchmark in chronograph design, which we launched during SIHH 2012. This particular timepiece has been justly referred to by some as 'the chronograph of its generation'. We agree.
What challenges do you see as a watchmaker?
Today's economic environment is fast moving and quickly changing. We have faced more difficult situations in the last 35 years than over the last 350 years, which is a strong reflection of the dynamism of today's economic position and the fast reaction to the changing environment. A. Lange & Söhne however, is not, and will never be, a high volume production manufactory due to the technical mastery of our timepieces and the amount of effort exerted upon each and every individual watch. Demand remains consistent and supply is comparatively low so we have faced no major issues in navigating the bumpy weather. The fact that we have in the past 12 months opened eight boutiques worldwide out of which two boutiques are in the Middle East; the first in Etihad Towers, Abu Dhabi, and the second, our flagship store in the region in The Dubai Mall, Dubai, the latter our largest boutique in the world, is a sure indication that the brand is both confident in its upcoming developments and future.