Located on the distinguished Newbury Street and nestled closely by America's oldest public park, Boston Common, this 10 Newbury Street destination is featuring the brand’s new interior design concept. With notes of Bauhaus design principles, the company has succeeded in creating brand environments that fuse art, craftsmanship, and technology in one, reflecting the brand’s values down to the tiniest detail.

At the entrance, guests are greeted by an elevated welcome table framed by a storytelling environment featuring authentic tools that serve as the main touch point to gather. Above, a suspended

sculptural outsize date further draws the eye upwards and invites more discovery. Upon journeying further into the boutique opposite floating wall vitrines, visitors are sure to notice the “Wall of Parts”. This wall-to-wall installation featuring hundreds of hand-finished watch components is a visual representation of the quest for the utmost quality and exemplifies the complexity of parts found in A. Lange & Söhne movements.

The materials used for the interior design range from steel, demonstrating a technically modern construction, thru to natural stone, reminiscent of the hues of the Ore Mountain region in Eastern Germany, where the manufactory is based. Solid materials, clear lines and elaborate details recall the manufactory's values. At the same time, it reflects the clear structured functionality, spatial ef- fect and ultimate craftsmanship that are to be found in every A. Lange & Söhne movement.

“As one of Germany's most traditional watch brands, we are thrilled to have found a new home in one of the most historically rich cities in the United States”, explains Lange CEO Wilhelm Schmid. “With this new location, we are not only further increasing our commitment to the continuously grow- ing number of watch connoisseurs who take a keen interest in A. Lange & Söhne, we are also de- lighted to offer an elaborately designed setting that reflects the soul of our manufactory and allows you to immerse yourself in the art of Saxon fine watchmaking.”

The new A. Lange & Söhne Boston Boutique is located between the Rolex and the Rimowa boutiques on 10 Newbury Street, Boston, MA, 02116.