Wilhelm Schmidt's Personal Relationship with Time and Watches
Wilhelm Schmid, CEO of A. Lange & Söhne, discusses his personal relationship with time and watches through a series of twelve questions that explore his inspirations, preferences, and industry insights. He highlights the impact of the first modern Lange watches, especially the Lange 1, and emphasizes legibility and emotional connection as key qualities in a timepiece. Schmid favors chronographs for their immediate functionality, critiques the current trend of oversized watches, and identifies the quartz crisis as a pivotal moment that shifted watches from purely functional tools to expressions of personality. He outlines three major challenges for the brand: bridging the geographic gap between Glashütte‑based employees and global customers, maintaining the brand’s discreet allure while expanding visibility, and engaging the next generation of collectors. Inspiration from classic cars, admiration for colleagues in manufacturing and product development, and a pragmatic buying philosophy—purchasing only what one truly desires—complete his perspective on watchmaking today.
Buying Time Analysis: This interview reveals how Wilhelm Schmidt’s personal philosophy and the heritage of A. Lange & Söhne shape modern watchmaking, highlighting the brand’s focus on craftsmanship, customer connection, and the enduring cultural significance of mechanical watches.
