A. Lange & Söhne

Creating the next generation of content for a German icon. Making some of the world’s most revered luxury watches

Project:

Launch films for A. Lange & Söhne's iconic new timepieces

Client:

A. Lange & Söhne

Services:

Concepting and Idea generation, Storyboarding, Creative Direction

A. Lange & Söhne, was founded in 1845 and is one of the most revered luxury watch brands in the world. Built by hand in Dresden, East Germany, each watch is hand assembled twice and represent the epitome of understated, German design and engineering. Form and function in perfect balance. 

The Brief:

The aesthetics of luxury watch advertising tends to be very similar. One luxury watch brand Ad tends to be much like the others.

Make A. Lange & Söhne's content stand out from other brands in the category. They wanted to remain true to the brand's heritage whilst positioning themselves as a modern brand which marries classical artisan watchmaking techniques with understated, contemporary German design. 

Solution:

Like the watches themselves, the goal was to achieve a sense of effortless beauty and precision…

Whilst talking about their practical functionality. A lot of luxury watch videos feel like a series of beautiful shots thrown together without much narrative. So we wanted to give these a beginning, middle and end which takes the viewer on a journey. And tell the story of the brand’s commitment to creating some of the world’s most beautifully crafted timepieces without trying too-hard to do so and letting the watches speak for themselves.

Activity:

The films were used across the brands digital channels

And at boutiques and other points of sale around the world. 

Results:

The announcements of the watches generated huge buzz amongst collectors

Many of them were released in limited numbers and sold out in weeks. We continue to work with the brand on their content strategy and content creation. 

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