Masters in Business Lange & Sohne CEO Wilhelm Schmid's Take on the Watch Market and Luxury Timepiece Design
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Nov 28, 2025 
Wilhelm Schmid, CEO of A. Lange & Söhne, shares insights on luxury watchmaking at a prestigious automotive event. He draws fascinating parallels between watch and car design, emphasizing craftsmanship and purposeful innovation. Wilhelm discusses the meticulous handcrafting process and the significance of authenticity in luxury brands. He highlights innovations like a stoppable tourbillon and introduces the new Saxonia Thin. With a nod to younger collectors, he hints at exciting surprises for the future of A. Lange & Söhne.
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Limit Releases By Capacity
- Limit production based on realistic capacity and customer wait tolerance.
- Schmid plans limited runs by balancing build time and how long customers will wait.
Center-Driven Chronograph Innovation
- Odysseus chronograph rethought layout by using center-driven chronograph hands.
- Schmid explains gearing causes the minute hand to spin multiple turns when reset, creating a unique visual motion.
Plan For Long Development Cycles
- Expect multi-year development cycles for new watch families.
- Schmid notes some Lange projects take about seven years from concept to boutique.