The German watch manufacture A. Lange & Söhne is embarking on further expansion in the U.S. with the opening of its flagship boutique in New York City. Located in the Upper East Side of Manhattan on Madison Avenue, the location features the brand’s new interior design concept.

Located in Manhattan’s iconic Upper East Side near Central Park on Madison Avenue and 63rd Street, A. Lange & Söhne’s newest flagship boutique offers a broad selection of the brand’s six watch families, including limited editions and boutique exclusives. Whether visiting spontaneously or by appointment, clients will receive expert and personalized advice when choosing their desired model amidst a relaxed atmosphere and luxurious ambiance.

Timepieces from the Saxon manufacture have always been well regarded for their timelessness and distinctiveness. Reflecting this, the boutique’s design embraces an aesthetic interplay of colors, materials, and surfaces. Featuring a unique interior design concept, the space reflects the brand’s values down to the smallest detail by fusing art, craftsmanship, and technology.

Visible from afar through the boutique window, a giant replica of the Triple Split literally makes a big impact. The fifteen-foot-high hallmark gives connoisseurs and enthusiasts deeper insight into Lange’s world of watch mechanics and consummate craftsmanship. Just like the timepieces on display, the exact reproduction is a reminder of the quest for perfection and highest quality associated with A. Lange & Söhne. Upon entering the boutique, visitors are greeted by the “Wall of Parts.” This floor-to-ceiling installation features the 684 movement components of the Tourbograph Perpetual Calendar “Pour le Mérite” and is a visual representation of the complexity of parts that can be found in A. Lange & Söhne timepieces.

Another key design element of the boutique is the Experience Library. With its painstakingly selected exhibits, it opens a window into the world of A. Lange & Söhne and invites visitors to explore the history of the manufacture.

“There is something very significant that unites the city of Glashütte and its 1,700 inhabitants with the metropolis of New York: a profound passion for precision watchmaking, this passion brings our manufacture not only into uncharted territories of watchmaking, but also to the world’s top destinations. With this new location, we are showing our appreciation for an ever-growing community of collectors in New York.” —Wilhelm Schmid, A. Lange & Söhne’s CEO

“Most of our customers have studied our timepieces intensively for years and come to us with the hope of learning more about their technical features and the traditional craftsmanship cultivated in our manufacture. The concept of our New York boutique allows us to respond individually to the wishes and expectations of our customers and to give them the personal attention they rightly expect from us.” —Rudy Chavez, A. Lange & Söhne’s President of the Americas

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