It often seems that watch brands are built around marketing campaigns, advertisements, brand ambassadors and sponsored events. Nothing could be further from the truth, especially if you’re talking about a serious watch brand. Brands are no more and no less than the watches they make and sell. The timepiece itself is the ultimate embodiment of a brand’s heritage, history, know-how, value and value proposition. And, at the top end of the Swiss watch industry, most brands make good watches. Few of them make great watches. But only a handful make watches that mark the beginning of an era for both the brand and the industry. This year, A. Lange & Söhne presented the Grand Complication, a timepiece that marks a certain coming of age for the brand. This is a brand renowned for its restraint finally deciding to bloom and strut. This is A. Lange & Söhne staking their claim to horological greatness.
Only six pieces of the Grand Complication will ever be made. Only one will be delivered each year. Each piece will cost nearly €2 million.