German watchmakers A. Lange and Söhne have finalised plans to enter the Indian market early next year.
The company is reportedly in talks with private retailers, though no names have come to the fore yet. “We are sure that we will make our presence in the country only through boutiques in Delhi and Mumbai,” confirmed Fabian Krone, CEO, A. Lange and Söhne.
A. Lange and Söhne manufactures only about 5,000 watches a year. Said Krone, “With such a limited number, it is obvious our product is for an extremely niche audience. We do not have a number for India right now. But as we start knowing more and more customers, we will bring in watches for them.”
Divulging information on their marketing plans, Crone said, “The way we promote the brand worldwide is by having small dinners and small events with people who appreciate watchmaking. We invite journalist and watchmakers to Germany to enable them to see the process by which each watch is made.”
The brand has joined hands with film director Farhan Akhtar, but it is unclear whether he will be used as brand ambassador or as spokesperson to promote the brand. “The relationship has just begun. The way he approaches his art is the same way we approach our watches. We appreciate him for the interest he shows in art. As for the association, we have not decided how we will take it forward.”
– Zainab Morbiwala, Mumbai Bureau
