11 Steps To Greatness

For years, watch aficionados have been waiting for A. Lange & Söhne to launch a masterpiece.
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First Published: Mon, Apr 29 2013. 01 26 AM IST

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.
But how does one make sense of such a masterpiece? What makes it so Grand? We break it down into 11 key elements.
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First Published: Mon, Apr 29 2013. 01 26 AM IST
More Topics: SIHH 2013 | A. Lange & Söhne | watches |
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