A. Lange & Söhne is collaborating with the Concours of Elegance from September 4 to 6 at London's Hampton Court Palace. The German luxury watchmaker is using the vintage car event to higlight its commitment to precision mechanics.
The 2018 alliance at Hampton Court Palace
A. Lange & Söhne is returning to the Concours of Elegance at Hampton Court Palace in London for a partnership running from September 4 to 6. This collaboration, which has been active since 2018, serves as a platform for the German watchmaker to align its brand with the world of high-end vintage automobilees.
The Concours of Elegance event features a curated selection of 80 of the rarest cars in history. According to the source, the partnership emphasizes a shared dedication to "ultimate craftsmanship" and "technical innovation" between the automotive and horological worlds.
A 1928 Mercedes-Benz 710 SSK and the automotive link
A 1928 Mercedes-Benz 710 SSK Rennwagen stands as a centerpiece of the event's mechanical beauty. The vehicle boasts a storied history in South American racing, including a victory at the 1929 Córdoba Grand Prix and a second-place finish at the 500 Miles of Argentina, remaining active in the region until 1958.
Wilhelm Schmid, the CEO of A. Lange & Söhne, brings a personal connection to this partnership due to his extensive career in the automotive industry. As the report says, Schmid views the values of vintage car collectors—heritage and technical inovation—as identical to the approach taken by A. lange & Söhne in watchmaking.
The 100-piece limit of the new Triple Split
The event marks the debut of the third iteration of the Triple Split, a highly complex split-seconds chronograph. This new timepiece features a 43.2mm platinum case and blued steel hands for its rattrapante function, designed for a "stealthy luxury look" with a rhodi'e-coloured dial.
Production of the new Triple Split is strictly limited to 100 pieces, ensuring its exclusivity among collectors. Anthony de Haas, the Director of Product Development at A. Lange & Söhne, describes this version as an elegant departure from the previous two iterations of the watch.
From Lake Como to Rhode Island: The three-pillar strategy
The London event is part of a wider global strategy involving three major classic car showcases. In addition to the Concours of Elegance, A. Lange & Söhne maintains partnerships with the Concorso d'Eleganza Villa d'Este in Lake Como, Italy, and the Audrain Newport Concours & Motor Week in Rhode Island.
While the brand's commitment to these events is clear, it remains unknown how A. Lange & Söhne quantifies the success of these partnerships beyond brand visibility. Furthermore, the source does not specify if the company intends to expand these collaborations into other luxury sectors, such as yachting or aviation, to furtehr reach the ultra-wealthy demographic.
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