Great interview. Really interesting to hear Mr. Schmid's rationale on the allocation strategy of popular pieces and even more interesting (though not surprising) to hear about the shift of production away from the less complicated pieces. Danke schön, Alexander and the Watch Advisor team for your hard work. "Where the watches are the stars!"

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion and your kind feedback!

Fun interview. Lange makes stunning watches. The only watches I’ve seen where I care to look at the back of the watch as much as the front!

@WatchAdvisor

Жыл бұрын

True! Thanks for sharing...

I love how Alexander gets fired up about flipping. Good for you!!

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion!

I love how the interviewer always asks the tough questions! Doesn’t shy from it haha. Keep it up!

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion!

I tend to agree with Wilhelm about the Odysseus not being the main talking point for ALS enthusiasts. For me personally it was always about the Datograph and the Zeitwerk. Having said that I really wish they made more Honey Gold watches like the special ed 1815 they did a while back. For some of my friends, they're all in for ALS complicated calendar and Lange 1 models. It's exactly like he said- the odysseus is nice and all, but not really what or why I want a Lange. Great content as always, cheers!

@WatchAdvisor

Жыл бұрын

If you only have the capacity of manufacturing +/- 5000 watches per year, every decision gets difficult... there are simply to many connoisseurs out there...

a fantastic interview from a brand i honestly think is as good as any , their philosophy is perfect for the fans and customers they are definitely going from strengh to strengh

@WatchAdvisor

Жыл бұрын

What they do and how they do simply is perfect…

Great interview! Mr Linz I appreciate your willingness to assert your questions/point of view even if Mr Schmid had a difference with you. I thought it was a very respectful exchange and good to hear a polite disagreement and discussion.

@WatchAdvisor

Жыл бұрын

Thanks for sharing and your kind feedback!

I have never sold or flipped a watch...they will stay in the family

@WatchAdvisor

Жыл бұрын

Love your comment!!!

@stevenskliros9608

Жыл бұрын

@@WatchAdvisor Love your channel

Dear Mr. Schmid , your words made me happy and confirms my purpose in wearing a watch from A.L&S. Thank you.

@WatchAdvisor

2 ай бұрын

I am happy to read this, thanks for sharing!

A Lange und Söhne und Jaeger-LeCoultre haben für mich die besten Neuheiten an der Watches and Wonders präsentiert. Die ganze Geschichte mit den Flippers ärgert mich auch extrem. Schön zu sehen, dass Lange ein Auge drauf hat wer ihre Uhren kauft.

@WatchAdvisor

Жыл бұрын

So sollte es generell sein… 😉

It’s true that Welhelm pointed out for the Lange collectors, Odyssey is not the watch every collector will go for, I know several Lange collectors do not own a Odyssey, not that they can’t but they just do not want it. That included me. For me, the perfect Lange watch in my eye is my Saxonia 37mm grey dial white gold. I waited for this perfect piece for 13 years. I’m now waiting for the next perfect piece… Zetwerk black dial in white gold.

@WatchAdvisor

Жыл бұрын

Thanks for sharing! Tastes are different and yes ALS is primarily not the brand for sports watches...

Very good interview. I dont remember any CEO of PP, AP or RLX doing such an honest Review about their brand. Whatever you may think about ALS sales strategy if it is good or bad, this CEO is speaking very clearly about what they want and what they do not want. All the people complaining, where have you been 4 or 5 years ago before the hype get started ?

@WatchAdvisor

Жыл бұрын

Thanks for sharing your thoughts and passion with us!

@derosa1989

Жыл бұрын

This is the game people don't understand - there is only demand for many of these models because there is no supply. If you would walk into any boutique and could leave with one, the hype of owning it is gone. The resale for a used one in the grey market would be only 50% of a new one. Who would pay a premium for a used car over a new one? This is all manipulation of the market prices, like diamonds and other luxury goods, vastly overpriced.

@WatchAdvisor

Жыл бұрын

@@derosa1989 You obviously understood the principles of luxury … So what’s your conclusion? Are you still buying any watches?

Wonderful conversation

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion!

You offer such wonderful opportunities to gain insights from the keepers of this industry. Thank you for sharing these relationships you have nurtured.

@WatchAdvisor

Жыл бұрын

You are very welcome!

Amazing content

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion!

I love Lange watches and their approach to quality up and down the lineup. I have two Lange watches and have my name in for another (not an Odysseus) that I realistically never expect to receive . Not sure if this interview positively influenced my view on the brand, I think not so much.

@WatchAdvisor

Жыл бұрын

Wilhelm speaks out what others don't and he hates these GREEDY resellers ... for an ALS collector this should be motivating ... just look what elsewhere happens .. that's 🤢

Lange has come a long way in their marketing department. I have always believed that Lange is as good as Patek when it comes to watchmaking (maybe better) but the way they marketed their watches sucked big time. That was the primary reason why Lange watches did not sell well for many years IMO. However, over the last 3-4 years things have dramatically changed. Lange now is doing proper marketing that measures up to their watches. Bravo 👏🏻

@WatchAdvisor

Жыл бұрын

Thanks for sharing your thoughts with us!

@jaspreetsidhu5708

9 ай бұрын

True but it makes getting one for us people a little bit harder :/.

Having watched Wilhelm explain the production constraints associated with acquiring a factory fresh Lange 1, I can understand why I'm presently into my eighth month eagerly awaiting my new Lange 1 Timezone, This is undoubtedly the premier brand in watchmaking today.

@WatchAdvisor

Жыл бұрын

The anticipation is the greatest joy… 😉 thanks for sharing… please keep us posted…

I love that "not investment". It is passion.

@WatchAdvisor

10 ай бұрын

We love that too!

I recently picked up a WG Odysseus from the secondary market for less than retail. It is fantastic. How many criticize the piece without ever seeing and wearing in person? Hard to blame ALS on allocation rules when so few are produced. Of course we would like them available, but given overall production capacity, it’s not possible. If you were CEO, how would you do it better and make everyone happy?

@WatchAdvisor

Жыл бұрын

I don’t have any better idea… for me it would be mandatory not to feed these greedy resellers and I would punish everyone playing such silly games… May your Odysseus continue to always show you happy seconds, minutes and hours…

Any time I watch a video with Mr. Schmid or de Haas I want to go out and buy a Lange. Cool video.

@WatchAdvisor

Жыл бұрын

Thanks for sharing your passion with us!!

Passion at its best….👍

@WatchAdvisor

Жыл бұрын

Thanks for sharing our passion!

@ Wilhelm Schmid: I don’t understand why ALS is not showing all prices of their timepieces on the webpage. The narrative of the ALS representative in the story I didn’t buy. There’s no need of being afraid that showing a price in the internet might be off-putting. These masterpieces of watchmaking justify any level of confidence ❤

@WatchAdvisor

Жыл бұрын

Due to ongoing currency fluctuations not all brands do show all prices… I do miss them too… same applies to PP… In Austria I can’t see the prices online…

@SpilkersKompass

Жыл бұрын

@@WatchAdvisor : interesting! Because I can see all prices of PP here in Switzerland. Nonetheless, if ALS only don’t show the prices for most sought after pieces, it’s probably not because of the fluctuating exchange rates. Maybe to apply a ‚more dynamic adjustment‘ of list prices without the ease to track it. Just guessing here - as I noticed that gap of the PP5170 and 1815 Chrono got smaller over the last 3 years…

@WatchAdvisor

Жыл бұрын

Let us be honest... ALS and PP can ask what they want for their watches ... people will still buy them ... That's the advantage to be on the very top of the pyramid ...

Brilliant interview and thanks for this Alexander. Im coming back to following watches after some crazy years where all I could hear from watch channels was Rolex and INVESTMENT. Its a shame for Lange having to take these measures although Im personally not a big fan of the Odysseus but I fear the concept of high end watches has forever changed - Very few true fans of watchmaking and savoir-faire exist, and the sadly the market for them/us is becoming frankly unaffordable. The rest are interested in well flipping. So all in all I dont see a very bright future for the watch industry. Last checked there are 50 (yes 50!) Odysseus watches on Chrono24 being sold for 120000 dollars - Its unbelievable. Dont think Lange can find this halo/angelic/white knight customer. It does not exist.

The reason why there are shortages of other Lange is because they force you to buy them before the Odysseus

@chia-mingyang5804

Жыл бұрын

You need to be "loyal" first 😉

@sn00ze88

Жыл бұрын

​@@chia-mingyang5804 pretty much on point with the Corp owned boutiques

@yaaxarr8977

Жыл бұрын

They need to sale all their watches. That’s marketing and don’t believe that those strategies will avoid flippers or scalpers.

@sn00ze88

Жыл бұрын

​@@yaaxarr8977 guess who has a bank account. Your flippers, those on youtube aren't the same as those flipping Langes.... the true 1%er

@WatchAdvisor

Жыл бұрын

The shortage is due to the extreme limited production of ALS… +\- 5000 watches per year… Patek Philippe manufactures > 70.000

l love❤ A.Lange❤

@WatchAdvisor

2 ай бұрын

We filmed the two new datograph chronographs and we taped an interview with Wilhem... will go online in a while

This js a very interesting conversation.

@WatchAdvisor

Жыл бұрын

Thank you very much! Thanks for sharing our passion!

With no watches available to purchase for new customers in the future. No waiting list’s as an option to quite possibly own a Lange Timepiece you fell in love with. Then my question is what is there to look forward to? Previous policies =to purchase 3-4 timepieces you really didn’t want. To even be considered on a timepiece you couldn’t live without . There’s nothing fair about how you handle new customers . Its sad in many ways because the true lovers of Haute Horology may never get a change to enjoy A Lange & Sohen and all it has to offer.

@WatchAdvisor

Жыл бұрын

But too many (greedy) others have made a mess of the watch business...

My closest watch dealer, which I do like, had a preowned Lange 1815. He basically wanted new price for it and the strap was very worn. I am not even sure it was the original. At least I got to see it. Why would I buy a used watch at new price? I called a Lange boutique and asked for an 1815 up/down. They didn’t have one and I was told that they weren’t made very often. They did have an 1815, however, and I bought it. It is my favorite watch but I still want the up/down. I am on the list for a Saxonia thin but, from what was said in the interview, I wonder if I will ever get it.

@WatchAdvisor

Жыл бұрын

That was arrogant and rude IMHO... Like take it or leave it... that's something a business man should never do... I keep my fingers crossed 🤞🏻for you...

@louisshambarger2230

Жыл бұрын

@@WatchAdvisor the sales person was nice enough. He didn’t set the price. Someone will buy the watch who doesn’t know any better. But, you are correct, that isn’t the way to run a business.

@louisshambarger2230

11 ай бұрын

Guess what! The AD called me last week and had the Saxonia Thin with the deep blue dial and gold flecks in stock. I was very disappointed in the steep price increase but I bought it anyway. I don’t need another dress watch and certainly shouldn’t spend so much money on watches but, I did.

@WatchAdvisor

11 ай бұрын

@@louisshambarger2230 Congratulations! Bravo! This is what I call pure emotions… you did it… 👍🏻 May your Saxonia always show you happy seconds, minutes and hours…

Give the people what they want Mr. Schmid

@WatchAdvisor

Жыл бұрын

What do they want?

@danr6175

Жыл бұрын

@@WatchAdvisor isn’t that clear? they want more of the Odysseus.

It is funnny to see how they try to move away from secondary market talks while they they defend exlusivity by " wanting to know their customers". Everybody knows that hype is tied to certain watches secondary market value and this is embedded in today's current watch industry ("golden age"?). Let's see when they run out of costumers buying Saxonias or 1815s for being known by the brand to opt for an Odysseus... pretty sure Richemont, will then join the conversation.

@WatchAdvisor

Жыл бұрын

They will never run out of potential customers… only +\- 5000 watches per year are manufactured…

Isn't that a bit strange business model, what if God forbids a watchmaker gets sick would Lange seize production of some models , I really don't get it , while can understand a luxury brand consciously decide to limit production for the sake of exclusivity .

@WatchAdvisor

Жыл бұрын

It is impossible to just find a watchmaker who could represent the “sick” colleague… ALS watchmakers are a highly skilled species…

I hate the whole flipping/investment thing, too. My perfect dream two watch collection would be a Zeitwerk and Odysseus.

@sn00ze88

Жыл бұрын

You're not getting them without any bundling as advocated by the boutique

@cedshred1676

Жыл бұрын

@@sn00ze88 That’s why I said “dream” 😂. Also, the bank account is using the 🤣 emoji. Still fun to see the watches and keep up with what’s going on in the industry.

@WatchAdvisor

Жыл бұрын

That’s what I call being passionate!

I know he's German, but he sounds like a South-African

@hoko-76

Жыл бұрын

He was working many years for BMW in South Africa

@pauledbrown

Жыл бұрын

I thought the same.

@WatchAdvisor

Жыл бұрын

Wilhelm was a top BMW manager working in South Africa 🇿🇦 before joining ALS… that’s why…

i like when they both started ranting about rolex.

@WatchAdvisor

Жыл бұрын

It was NOT against Rolex, but against these GREEDY flippers and resellers…

@jirikrajnak9047

Жыл бұрын

@@WatchAdvisor sure, sure

Lange really earned my respect by not dumping odysseus into the market and thanks for the relatively more freedom given by Richmond, The CEO is able to protect its brand's integrity much easier. They could easily 5x odysseus' production number and presell other models for the next 5-8 years but they didn't. Respect!

@WatchAdvisor

Жыл бұрын

Very good description of the status quo…. Thanks for sharing!

The AD blackmail making the consumer buy watches (or jewelry) they don’t want to get the one watch they want is the problem. The argument that the “limited supply” exists because it’s hard to make the product is clearly false for the most egregious abuser of all (Rolex). I also doubt it when it comes from the fancy brands like Lange since they let their ADs abuse consumers just like Rolex ADs. Often it’s the same AD because the big ADs are the ones that do most of the consumer abuse and they typically sell multiple brands.

@WatchAdvisor

Жыл бұрын

Greedy ADs are the inventors of all that mess… the best is to leave them alone… I would do the same and open my own boutique network…

@MasterFornicatorx1

Жыл бұрын

@@WatchAdvisor Genau das! Ich besitze eine Lange 1 und hab eben ein Datograph bestellt. Lange ist meine Lieblingsluxusmarke. Trotzdem bin ich sehr interessiert an einer Patek 5320G-011, aber mir wurde von zwei ADs in NYC erklärt, die darf ich nicht kaufen bevor ich vielerlei ungewünschte Uhren vorerst kaufe. So viel Geld einfach so vergeuden, also was?! Erspare mir die abscheuliche und beleidigende Behandlung-ich bin der Kunde, die müssen MIR überzeugen was zu kaufen. Deswegen werde ich mir die 5320 grey erwerben wenn überhaupt. Sowieso ist Lange trotz der Odysseuserwerbsrichtlinie total aufrichtiger. Hat man Geld, will man ein Datograph? Kein Problem. Nur ein bissl warten.

@WatchAdvisor

Жыл бұрын

@@MasterFornicatorx1 That's what I just wrote as an answer in another comment... I think you like it ... "The price does already include a potential premium it could achieve on the parallel market... Wilhelm does not want to see his watches there... so those buying one can "a" afford the chronograph, "b" won't flip them and "c" do appreciate the fact that is very limited ... And why not earning the premium? That's legitimate as a business man... AP, PP, Rolex and others are loosing lots of money to people who don't have anything to do with the industry... that's IMHO just a useless punch of incredible GREEDY people..."

Now thats a good brand i can say from experience 😅❤

@WatchAdvisor

Жыл бұрын

I am happy to read this! Please share some of your experiences with us....

I understand the brand wanting to know that the watches do not end up on the grey market. But it ends up being a problem for people who might be passionate for the brand and for a specific watch as they can only afford one. Younger people who are into watches are turned off by this as they work hard and might have enough money for a single watch that they cannot even have

@WatchAdvisor

Жыл бұрын

I disagree! This is IMHO not a problem ALS has, since the brands typical buyers aren’t to young…

@skhalid500

Жыл бұрын

@@WatchAdvisor I understand that they might not be in a majority (myself included) but for young adults who are fans of the brand and their artistic vision can’t essentially “get into the club”. I myself am into watches but not a collector. If I want to add only 2-3 watches that I know I will wear for the rest of my life , I can now essentially think that I will never get to buy an odysseus. Also, case in point, I’m a phD student who was saving up for the watch (little by little through my stipends) and also hoped that I could get onto a waitlist and have the money required for the purchase in a few years. Now, it turns out that I’m unable to be on a waitlist and as a matter of fact not buy the odysseus straight up. While I adore the other pieces from ALS, I don’t think any other watch from them speaks to me the same way and that my fairly active lifestyle, work and routine don’t suit the other more classical watches (due to durability, softer materials, water resistance etc) Then, the only way that seems is either: the grey market, however I despise and loathe that and won’t ever support it. As for me I always envisioned myself getting it from a proper AD and walking out knowing that I got it from them Legitimately. Or since I cannot get it now, the only other option I’m left with is hesitantly looking at other alternatives and brands. Thank you for your response, I’m a fan of your content. And sorry for the long essay.

@WatchAdvisor

Жыл бұрын

@@skhalid500 No need to rush … there will be many many watches available for you in the future and you will once infected by the watch virus never end up only buying a few of them… keep us posted and always let me know if you have any questions…

I tried to buy the Odysseus, the dealer left me with such a negative impression that I will never purchase a watch from them. This shortage BS has destroyed my inclination to buy any new watches.

@WatchAdvisor

Жыл бұрын

Can you share more details with us and whom you talked to? Was it a boutique or an AD?

@SkywhiteChannel

Жыл бұрын

@@WatchAdvisor dealer in San Jose California at the Westfield mall.

@WatchAdvisor

Жыл бұрын

@@SkywhiteChannel That is a great, great pity! As a merchant, the dealer has probably done everything wrong. Pride comes before the fall...

Two true German hunks

@WatchAdvisor

9 ай бұрын

Almost… 😉 one is Austrian 🇦🇹

@the_shadow_realm5110

9 ай бұрын

@@WatchAdvisor hahahah almost!

Odysseus is a topic for hublot customer, me, its more Richard Lange.

@WatchAdvisor

Жыл бұрын

Really? …. No!

@swampwise

Жыл бұрын

@@WatchAdvisor Actually, to be honest I think the best thing to do would be to discontinue Odysseus. And free up some production capacity. And then make more Richard Lange and honey gold pieces.

@WatchAdvisor

Жыл бұрын

@@swampwise ALS core (best) customers asked for the watch … “discontinue”??? I don’t get the point…

@swampwise

Жыл бұрын

Well it's just it makes sense to have limited run, you don't have to make million of those how big core customer scene is, you just have a limited run, and stop feeding secondary market. Patek has done it, AP has done it. Core customer would appreciate it.

@WatchAdvisor

Жыл бұрын

That’s what’s happening… numbers are very small…

I need datograph sports

@WatchAdvisor

Жыл бұрын

What would a “Datograph sports” be? Can you specify?

@user-on4rv2bb2s

Жыл бұрын

@@WatchAdvisor only my dream I want my best datograph updown same design W.R.120M runber belt. same lag length same bezel width stainless case under $50k

So what does a new customer that typically only wears or prefers to get sports watches do ? I guess go to different brands that do not assume you are a flipper based on your taste . Because according to him, you must know me based on buying dress watches first even if i dont like them nor wear them.

@WatchAdvisor

Жыл бұрын

Difficult question... In the beginning the Odysseus was "only" meant to be the sport watch for Lange owners for their outdoor activities... and all the sudden everybody wants one...

@moehumeidi4139

Жыл бұрын

@WatchAdvisor couple of ideas since he was asking for some. I am willing to pay in full upfront for one and wait 2 years to get it. A flipper won't freeze their funds that long without getting a watch. That's one way to do. Another one is to do what MAD watches do. Raffle to the public and if you get lucky you get one. And you do that once or twice a year. Vacheron let me put a deposit and I have waited a long time to get it. But I got it and did not have to buy a dress watch to get the overseas I want. Disappointing to see that Lange went on this direction and game playing with people who are trying to enjoy the brand. I buy what i like. Not what the brand feels like I should buy to get what I want. As always great video sir ! Looking forward to the next one

@WatchAdvisor

Жыл бұрын

Thanks for sharing your thoughts with us!

@sn00ze88

Жыл бұрын

​​@@Hans-Georg_Buddne that is a flawed assumption. Let me give you a simple illustration. Let's assume the gray dealer cost of working capital (WACC) to be around 7-8% (Risk free rate + premium). Also assume a yearly (which this year alone Richemont brands are hiking prices 2× in both Jan and Jun already) of 10% each time, where by the second year, the cummulative price increase would be 21%. That's a return of "5%" when sold back at the new RRP. Knowing these are selling way above RRP, that's a return of over 2x the initial cost of capital. So no, having a waitlist and delivery, or even the mbf mad1 model don't stop flippers at all. Have you seen all those mad1 models out there?

@yidong5567

Жыл бұрын

@@moehumeidi4139 Grey market dealers will immediately send 500 ppl to pay full deposit to get the watch in 2 years lol. Considering the margins and time, flippers WILL freeze their funds, and the more preorders they get the more pricing control they have on the grey market. If they do this, everyone will become a flipper lol....even true Lange lovers will order an additional odysseus by using their wives name. 1 to wear and 1 to flip

ALS is an aspirational brand for me. Personally I think they are better than Vacheron Constantin and possibly better than Audemars Piguet.

@WatchAdvisor

Жыл бұрын

ALS is THE number one... But stays under the radar... and that's fine for me...

130K USD for a chronograph paired with a day date? As cool as the reset system is, this wouldn't have been as high in demand as it is had it not been limited to 100. Same with the titanium day date. There wouldn't be a demand to pay almost twice the cost of getting a steel variant if it wasn't limited to 250. Lange isn't limiting these watches to manage limited production capabilities. They're limiting them to feed the hype. I say this as a fan of the brand and owner of their watches (and someone who's been allocated a steel Odysseus) but one who's critical and not a fan of this practice.

@WatchAdvisor

Жыл бұрын

The price does already include a potential premium it could achieve on the parallel market... Wilhelm does not want to see his watches there... so those buying one can "a" afford the chronograph, "b" won't flip them and "c" do appreciate the fact that is very limited ... And why not earning the premium? That's legitimate as a business man... AP, PP, Rolex and others are loosing lots of money to people who don't have anything to do with the industry... that's IMHO just a useless punch of incredible GREEDY people...

Honestly the CEO’s attitude is elitist and exactly what is wrong with the retail watch world. I find his tone deaf comments insulting and completely turned me off of Lange which has been my grail watch to be fair. That is of course unless Lange calls me and offers me a Perpetual calendar chronograph Tourbillon. In that case all is forgiven😅.

@WatchAdvisor

Жыл бұрын

🤣 Love your comment! Great!

I visited the Lange ad in Dresda. They treated me like being a bump. Literally telling me that I am absolutely with no importance beside the collectors. Collectors mean people with money. Even they are mobsters. I will never buy one and invest in decent people. Shame on lange

@WatchAdvisor

11 ай бұрын

I wasn't there... difficult to judge... shouldn't happen though...

@viktorhediger8971

11 ай бұрын

Difficult to imagine that what you write Alex really happened. I have been in many Lange stores over the last decades and was always treated with utmost respect and professionalism, and I was wearing Jeans and a T Shirt. If truly interested in the craft of watchmaking the Lange staff is always very helpful to explain