The Future of Watch Retail

In recent years watchmakers have aggressively shifted their model when it comes to retail. Watches used to be sold through third-party retailers, often local family businesses that had relations with local clients. These days it is far more international and the desire for both clients to know a brand and for brands to understand clients is greater than ever before. Not only has the shift been away from retailers to mono-brand boutiques where the brand itself owns and manages the boutique but the experience within these locations has also evolved.

From a place where you would see lots of watches on show and get the sense that you were under pressure in some way to buy something has changed. Thank God. These days we see Audemars Piguet and Vacheron Constantin opt for clubhouse environments, often off the high streets, less obvious and more private. In London, we have had a monoband location run by Wempe on Bond Street for many years. But it has been decided that A. Lange & Shöne will move from that location, parting ways with Wempe on this occasion and setting up on the first floor of Bourdon House.

Bourdon House was built in the 1720s and modernised by the Duke of Westminster. It served as his official London residence until his death in 1953 and is now home to Dunhill, the British men’s luxury house. Bourdon House is listed under special protection as a historic monument, and now also houses one of London's most distinguished private members' clubs. 

A highlight for me is the larger-than-life installation of the outsize date, a hallmark of the brand, inspired by the famous historic five-minute clock of Dresden’s Semper Opera House. "To fully appreciate our timepieces, which are crafted by our watchmakers with the utmost attention to detail, it is essential to hold them in your hands and observe their intricacies up close," says Wilhelm Schmid, CEO of A. Lange & Shöne. "We are delighted to expand our presence in London and welcome members of our loyal community of Lange friends as well as new clients to our new Salon in Bourdon House. This unique setting steeped in history will allow us to provide them with the excellent customer experience they deserve." 

It is by all accounts a building that the Richemont Chairman Mr. Johann Rupert loves and owns, and in many ways, it is the perfect environment for a brand such as A. Lange & Shöne, with a coffee shop outside, wonderfully decorative and elegant building with history and storytelling and abundance alongside one of the group's marquee brands. The crossover opportunities are clear for all to see. It isn't a huge location that is for sure but it is a place where you can immerse yourself in the brand. 

The team is wonderful having met them all recently. You can also request watches to be available for your appointments which is a bonus and the lighting I have to say is wonderful, with the large floor-to-ceiling doors and windows it makes a real difference when enjoying a watch in hand. All in all, it's a wonderful environment that I have no doubt will be an insider's regular fixture.