For the fifth consecutive year, the German watchmaker A. Lange & Söhne has joined the Hampton Court Palace Concours d’Elegance in the United Kingdom. Showcasing 60 of the most spectacular and rare automobiles in existence, this competition also highlighted a unique 1815 Chronograph Rattrapante watch, created especially for the event. On this occasion, we had the chance to discuss with Wilhelm Schmid, CEO of A. Lange & Söhne, regarding the Concours d’Élégance and this exclusive timepiece.
Wilhelm Schmid © A. Lange & Söhne
The partnership between A. Lange & Söhne and the Concours d’Elegance has existed for five years now. How did it start? What’s the first thing that made you think “we need to be part of this experience”?
We started 10 years ago with Villa d’Este on Lake Como. It was the first event. Then we realized that, if we wanted this to be part of our strategy, one event was not enough and we had to organize several. It’s easier said than done, because we had to identify the right event, with the right people, in the right territory, with the right reputation. And following reviewing the market, we came to the conclusion that Hampton Court was probably the event to remember. And that’s how we ended up here. We sponsor, of course, but we are a true partner. We want the event to be better with us than without us. I’m not just talking regarding the pecuniary aspect, but also regarding what we bring from our brand. Over the past five years, we have become an essential part of this organization.
Concours of Elegance, Hampton Court Palace © WorldTempus/Jordy Bellido
You mentioned the Concorso d’Eleganza Villa d’Este in Italy. How is the Hampton Court edition different from this one?
Cars, of course. But the character of the event is also very different. Villa d’Este is la dolce vita. Italians say no one knows what paradise looks like, but it probably looks a lot like Villa d’Este on the Como lagoon. You have this Italian atmosphere, the cars are very close to each other, there is this 150 year old five star hotel, right on the edge of the lago di Como. He has his own character. Now you come to England and there is Hampton Court, which is probably one of the most famous places; there is also Prince Michael of Kent, who gives the event an even more exclusive touch, and the enthusiastic people of England. I think their enthusiasm for vintage cars is quite similar to that of the Italians. Passion is the common denominator. These events simply take place in very different environments.
What’s great regarding the Concours d’Elegance is that car enthusiasts have the opportunity to show off their cars. It’s a great event culture. Why doesn’t the watch industry have this?
We have it to a certain extent. I’ve been to enough dinners with friends and collectors where everyone brought their watch. But there is no tradition. With cars, on the other hand, the Concours d’Élégance has existed since 1929. Watches still have a long way to go before they get there, if they ever get there.
Concours of Elegance, Hampton Court Palace © WorldTempus/Jordy Bellido
The energy that reigns at this Concours d’Elegance 2022 is incredible. The more I talk to people here, the more I realize that vintage car enthusiasts have more in common with watch enthusiasts than modern supercar aficionados. How can you explain this?
If you buy a classic car, you accept that it is a product of time, that is to say that it belongs to the era in which it was designed. You appreciate that it is different from what we have today. You understand that this is a handmade product and it takes skilled people to operate it. In the end, all this gives a very different idea of a car. And on top of that, it’s not regarding transport, but regarding travel. And it’s the same with watches: it’s not regarding telling the time, but regarding showing your personality.
Concours of Elegance, Hampton Court Palace © WorldTempus/Jordy Bellido
There is a British company called Electric Classic Cars which is trying to make more durable classic cars by replacing the engine with an electric motor. What do you think ?
It doesn’t appeal to me, but I’m sure it’s a good try. It’s like a quartz watch and a mechanical watch. There is a huge market for quartz watches, but it’s just not for me.
For this event, you have created a special 1815 Chronograph “Hampton Court Edition” which features a new combination of materials and colors (white gold case and black dial with sandstone colored numerals and scale). Knowing that the 1815 Chronograph was launched in 2004, how would you say it has evolved over the years?
Not that much. The movement is always the same. We worked on different design iterations, from black dial to silver-blue dial, silver dial or black-on-white dial; regarding five or six different iterations. At the moment, I think we have regarding four in the current collection. But the watch we are launching here is totally unique; no other pieces will ever be produced once more. This is what makes it so special for collectors.
1815 Chronograph “Hampton Court Edition” © WorldTempus/Jordy Bellido
The 1815 Chronograph will celebrate its 20th anniversary very soon, in 2024. What can we expect from this model? Can you give us a hint?
Unfortunately, I can’t tell you anything, but it will be a great year because it will also be the 30th anniversary of the Lange 1 and the 25th anniversary of the Datograph.
1815 Chronograph “Hampton Court Edition” © A. Lange & Söhne
At the Concours d’Élégance, you can see magnificent vintage cars that belong to collectors who are not the original owners of the cars. The same thing happens today with watches. Nowadays, the secondary market related to watches is growing and has an impact on the perception and value of a brand. Is this market of particular interest to A. Lange & Söhne?
We’re watching what’s happening in the auction world closely, that’s for sure, because it’s an important indicator for knowing the resale value of watches, although I think it’s getting overheated at the moment. I don’t have a problem with people buying and selling their watches, the only thing I’m saying is that every August we bring 12 to 15 new people into our manufacture, and they start a apprenticeship to become a watchmaker, which they will be for the rest of their lives. So my duty is to create a business model that will keep us relevant for the next 50 years. Betting on people buying and selling watches is not a business model, at least not in line with what we need.
If you had to describe this event and his relationship with A. Lange & Söhne in one word, what would it be?
Passion. The people who are here are passionate people. I’ve always realized that if you have passionate people, that spark can easily jump from cars to watches or from watches to cars. If you only have investors, no spark will fly. So I think passion is one of the common denominators of this event.
