Luxury German watch brand A. Lange & Söhne now available in SA

Handcrafted timepieces from German watchmaker A. Lange & Söhne are now available locally from Johannesburg luxury retailer, The Vault. The company's first South African point of sale comes in the form of a shop-within-a-shop located in the Melrose Arch shopping district.

A. Lange & Söhne says it sought to create a sophisticated ambience within the space, which is characterised by warm grey and beige tones with the timepieces taking centre stage. According to the brand, "the aim was to create an inviting atmosphere in which watch collectors can feel at ease and discover not only the exclusive timepieces 'made in Germany', but also learn more about the brand’s bright tradition."

History of A. Lange & Söhne

Dresden watchmaker Ferdinand Adolph Lange laid the cornerstone of Saxony's precision watchmaking industry when he established his manufactory in 1845. The company was expropriated after World War II, and the name A. Lange & Söhne nearly vanished. In 1990, Ferdinand Adolph Lange’s great-grandson Walter Lange relaunched the brand.

Today, Lange crafts only a few thousand wristwatches in gold or platinum per year. They are endowed exclusively with proprietary movements that are lavishly decorated and assembled by hand.

Partnering in luxury

For Lange CEO Wilhelm Schmid, who attended the opening event on 13 March 2018, the new presence in Johannesburg has a special meaning: “Having lived in South Africa for several years, I am particularly happy that we finally have a point of sale in this wonderful country and the best possible partner to represent A. Lange & Söhne.” Referring to an African proverb, he adds: “If you want to go fast, go alone. If you want to go far, go together.”

In a nutshell, this is why we teamed up with The Vault. They have helped to shape the South African luxury watch market and enjoy a good reputation among watch collectors and connoisseurs,” he said.

Justin Divaris, CEO Daytona Group Holdings, also comments on the new partnership: “Adding Lange to the offering at The Vault is extremely exciting for us. They are arguably the finest watchmakers in the world today, set apart by the fact that they assemble all their watches by hand not only once, but twice. Workmanship of this magnitude deserves pride of place which is why we have created, in partnership with Lange, a beautiful A. Lange & Söhne Lounge area within our luxurious shop space.”