“A. Lange & Söhne’s growth can’t be measured only by the number of watches we sell.”
Nicolas Gong didn’t skip a beat when asked which A. Lange & Söhne watch represents him best. “The Lange 1,” he says. Offering a plethora of reasons—from the deceptively classical appearance of the watch to the innovative spirit from which the timepiece was conceived— Gong explains that he resonates deeply with the watch’s embrace of both the old and new.
Which, of course, makes him an ideal person to lead the 179-year-old German watch brand’s operations in Asia-Pacific. Gong joined A. Lange & Söhne in 2019 and previously oversaw the brand’s expansion into China. In 2023, he was tasked with leading the brand’s market development strategy in the Asia-Pacific region—a challenge he relishes.
“Each market is at a different stage of development. Singapore, for example, is a very mature and competitive market. So, we need to be creative and tailor our approach to communicate the brand in a manner that best suits the market,” he says.
A. Lange & Söhne makes exceptionally complex and meticulously crafted timepieces. Although the company is rumoured to make only about 5,000 watches annually, its renown and reputation are universally recognised by knowledgeable watch collectors. Even so, Gong said that there is always work to be done.
“There are so many avenues to explore and stories to be told about this incredible brand, from its unique history to the innovative watches that we make year after year. I believe our growth and evolution aren’t just measured by how many watches we sell, but by how well we connect with watch lovers,” he says.
What is your take on A. Lange & Söhne being a globally recognised brand with niche appeal?
It is all about building a community. A. Lange & Söhne is a brand that takes time and knowledge to be fully appreciated. The people who buy our watches are those who resonate with the brand’s watchmaking philosophy and DNA. The watches we produce annually are rather limited, but we have a strong following worldwide among watch connoisseurs. It is an interesting space to occupy for a watch brand.
What do you think younger consumers want out of their luxury watches?
Younger customers are no different in that they also desire quality and authenticity. However, as a brand we need to be creative in the way we reach out to them and communicate with them. Pop-ups like the recent one spotlighting the 30th anniversary of the Lange 1 are one such touchpoint where we can share those stories about Lange and, in turn, they can share it with their friends.
How would you define success for a brand like A. Lange & Söhne?
It isn’t about how big or fast the brand grows. I believe what we do at Lange is about preserving the legacy of a beautiful brand with a unique history, which continues to make innovative and well-crafted watches year after year.
What makes a good watch?
It is all about the details. When you look at a watch like the Lange 1, you notice how beautifully balanced the dial looks, the technical thinking that goes into it, and the way each individual component is finished and decorated. This is what sets a good luxury watch apart.
