In this captivating interview, we delve into the world of Wilhelm Schmid, the CEO of A. Lange & Söhne, as he shares his personal insights on time, craftsmanship, and the intricate world of watchmaking. Schmid's passion and expertise shine through as he reflects on his relationship with timepieces, offering a unique perspective on an industry shaped by precision and heritage.
The Power of Personal Connection
One of the most fascinating aspects of Schmid's interview is his ability to connect with watches on a deeply personal level. For him, a watch is not just a time-telling device, but a source of joy and emotion. He values legibility and a well-balanced design, believing that a watch should evoke a certain feeling and bring a sense of pleasure with every glance.
"A watch should bring me a little joy every time I look at my wrist." - Wilhelm Schmid
This personal connection to watches is a theme that runs throughout the interview. Schmid's appreciation for the Lange 1, a watch he describes as "fascinating" and "unlike anything that had ever existed before," is a testament to his passion for the craft. His desire to own this iconic timepiece, despite its high price tag, showcases his dedication to the art of watchmaking.
The Chronograph's Charm
When it comes to complications, Schmid favors the chronograph. He appreciates the instant action and regular use it offers, setting it apart from other complications like perpetual calendars or moon phase displays. The chronograph's ability to add excitement to a watch's functionality is a key reason for its appeal.
"I think it's a brilliant complication that you can use regularly and that makes a watch really exciting." - Wilhelm Schmid
The Quartz Crisis and Its Legacy
The quartz crisis, a pivotal moment in watchmaking history, is a topic Schmid reflects on with insight. He highlights how this period changed the perception of mechanical watches, transforming them from practical tools into expressions of personality and heritage. The introduction of quartz movements, with their precision and affordability, shifted the focus away from accuracy as the sole measure of a watch's worth.
"Mechanical watches became more of an expression of personality than a tool, as they had outlived their usefulness." - Wilhelm Schmid
Connecting with Customers and the Next Generation
Schmid's vision for A. Lange & Söhne extends beyond the watches themselves. He recognizes the importance of connecting with customers and ensuring the brand's relevance in a global market. The expansion of their boutique network is a strategic move to bring customers closer to the brand, allowing them to experience the intricate details and unique story behind each timepiece.
"We have expanded our global network of boutiques, creating dedicated spaces where customers can experience the sophisticated details of our timepieces up close." - Wilhelm Schmid
Additionally, Schmid emphasizes the need to engage with the next generation of watch buyers. He understands the importance of earning their appreciation and ensuring the brand's legacy continues into the future.
Timeless Beauty and Classic Inspiration
Schmid's love for classic cars adds a unique dimension to his watchmaking philosophy. He finds inspiration in the timeless beauty of historic automobiles, despite their lack of modern safety features. This connection between classic cars and watches highlights the enduring appeal of craftsmanship and design.
"It's truly remarkable that timeless beauty still sparks passion today." - Wilhelm Schmid
A Legacy to Be Proud Of
When asked about the watch he wishes he had created, Schmid's answer is unequivocal: the Lange 1. This iconic timepiece, with its distinctive design, stands out as a true masterpiece in his eyes. Its inclusion on a list of the ten most important watches, alongside legends like the Royal Oak and Nautilus, is a testament to its enduring legacy.
"If you were to compile a list of the ten most important watches, the Lange 1 would be among them." - Wilhelm Schmid
A Personal Favorite
In his personal life, Schmid's choice of watch is the Odysseus Chronograph. This timepiece, with its blend of functionality and design, reflects his appreciation for the brand's craftsmanship and his own taste.
"I always wear watches, and most of the time, even in my personal life, I wear the Odysseus Chronograph." - Wilhelm Schmid
Mentors and Guides
Schmid's journey at A. Lange & Söhne has been shaped by key figures, including Tino Bobe, Director of Manufacturing, and Anthony de Haas, Director of Product Development. Their guidance and support have been instrumental in helping Schmid understand the brand's unique approach to watchmaking and its distinctive identity.
"Without their support, I would have found it much harder to understand our way of watchmaking." - Wilhelm Schmid
Advice for Collectors
For younger collectors, Schmid's advice is straightforward: buy what you truly desire. He encourages patience and suggests waiting until you can afford your dream watch, rather than settling for second best.
"Only buy what you really want. If you can't afford something right now, wait until you can." - Wilhelm Schmid
Conclusion
Wilhelm Schmid's interview offers a fascinating glimpse into the world of high-end watchmaking. His personal insights, combined with his passion for the craft, provide a unique perspective on an industry that values precision, heritage, and emotion. Schmid's dedication to connecting with customers and engaging the next generation ensures that A. Lange & Söhne will continue to thrive and inspire for years to come.
