A. Lange & Sohne Ads

While A. Lange & Söhne isn’t a new brand, most of its history is relatively recent following the brand’s revival in the 1990s after Walter Lange re-established Lange’s German watchmaking roots. Since its re-introduction to the market, Lange has accumulated around 200 awards for its horological achievements. While highly complicated pieces like the 1815 Rattrapante Perpetual Calendar and the Zeitwerk are noteworthy, the classics like the Saxonia, Lange 1 and Datograph are also worthy of admiration. From the beauty of the dials - many with that famous outsized date window - to the breathtaking movements displayed in the open case backs, with their signature hand-carved balance cock, it’s clear that Lange has a bright future ahead. It’s great to see so many not only gravitating to Lange, but also, collecting it and collectively sharing a newfound passion and happily educating.

Speaking of education, in the late 1990s and early 2000s Lange was not as well known as it is today. Many people likely became aware of Lange because of Cellini and WEMPE, two famous authorized dealers that initially carried Lange. Therefore, the earliest Lange ads are actually ads for those boutiques. For Lange, the print advertising and retailers were especially instrumental when it came to selling watches and putting the German brand on the map.