"You will not believe who just opened a boutique in Martin Place" said Bobby,
"No, guess again"
"No, think bigger and more exciting"
"No way! Seriously?"
As a watch collector, the opening of the A. Lange & Söhne boutique in
Sydney is like all my Christmases have come at once. Lange is my second
favourite watch brand, and one that is so easy to fall in love with.
Of course, Bobby and myself could not miss the opportunity to poke our
noses into the ALS Boutique, first thing Monday morning. With no
specific expectations - except for a fireworks display of amazing
horological pieces - we were simply blown away with the warm reception
from the Boutique manager, Mr Delwyn Dass. "Welcome to the second
largest Lange boutique in the world!" - he proudly proclaimed.
Make no mistake: Lange is unstoppable. When it comes to workmanship,
quality, finishes, complications and impeccable performance, the German
watchmaker has very little competition at the very high end of haute
horology. The pulling power of Lange is irresistible. It takes the will
power of Ghandi to say no to the fresh, mint, and spotless 1815
Chronograph ref. 414.031 which is still the most affordable of all Lange
"What would you rather have- Lange or...?" is the game Bobby and I
played all day. Almost every time, no matter what brand or model was
mentioned, Lange was the preferred choice.
You see, unlike with most other brands, Lange is all about inner beauty; pure, traditional watchmaking; and impeccable craftsmanship. This is not
a watch brand that attracts kids, or snobs, or flippers, or Instagram
influencers, or those empty souls who constantly seek "external
validation". This is a brand which patiently waits for patronage of true
You buy and wear Lange because you want it and because you appreciate it
- and because you could not care less what everyone else wears, wants,
collects and buys. Lange owners simply do not care.
Mr Dass is both a knowledgeable and passionate watch dealer who is happy
to explain and listen, but for the entire hour that we spent together,
there was not the slightest attempt to over sell the brand, a
watch, or his fine service. Unlike any Swiss brand watch representative
I've encountered in the past, he was genuinely interested to find out
more about our 'Australian manufactured' project. We felt a bit
embarrassed to talk about NH watches in a Lange Boutique, but it was
clear that when it comes to things that matter - inner beauty - our
inspiration and aspiration comes from makers like Lange who share those
same traditional values, firmly rooted in haute horology.
Lange's current stock range has around 40 models, of which quite a few are
available for immediate delivery. Of course, some examples are made in
very limited quantity and others have a delivery time of around 9
months. There is nothing boastful or arrogant about Lange's
production and supply policy; no artificially created demand, no silly
waiting lists, no patronising - simply an honest, straight forward "here is what we can do for you" approach.
As you walk into Lange's Sydney boutique, the very first thing you need to visit is their art installation known as the 'Wall of Components'. The entire wall is covered in 1316
individual watch parts which, assembled together, are the contents of a calibre L133.1 powering The Tourbograph Perpetual 706.025 (in actual fact,
L133.1 contains 1319 components, but the last 3 parts are not on the
display - for a very specific reason!). The 'Wall of Components' is
precisely what Lange's mission is all about; to excite us all and leave
us speechless - from a novice to a collector; an apprentice to a watchmaker. The true art of watchmaking comes from the inner beauty.
The Tourbograph Perpetual 706.025 is from the famous Pour le Mérite
line. "For Merit" was one of the highest orders in the Kingdom of
Prussia, and later, German Empire. It was awarded strictly as a
recognition of extraordinary personal achievement, rather than as a
general marker of social status or a courtesy-honour. The connection is
obvious: when in 1994. ‘newly rebirthed ’ Lange offered it’s first
Tourbillon 'Pour Le Mérite' the bar of extraordinary excellence was set.
The Tourbograph Perpetual 706.025 released this year is the sixth 'Pour
Le Mérite' in 25 years. I'll stop right here though, as I don't want to spoil anymore for you.
I strongly suggest the following: go and visit all Sydney watch
boutiques, inspect the stock on offer, talk to the dealers - and then
visit the Lange boutique last. Then ask yourself just one question: if
you invest in Lange, would you really want any other watch on your
This brief review of Lange boutique is unsolicited feedback and a
tribute, not a paid article. If you happen to deal with Mr Delwyn or Mr
Andrea, feel free to mention my name, it would be mutually appreciated.