The growth in the popularity of A. Lange & Söhne in the region has driven the expansion of retail operations, including the latest boutique in Bangkok on Siam Paragon's main floor.
The store is the fourth in the world to implement the watchmaker's new concept, following Dresden, Shanghai and Chengdu. The free-standing design allows for 360-degree visibility of the 50m² retail space.
"We wanted to create a space that reflects A. Lange & Söhne's brand personality down to the very last detail," said CEO Wilhelm Schmid. "Together with our architects, we decided on a Bauhaus-influenced approach, combining craftsmanship, a variety of materials and technology in one cohesive whole -- just like our watches."
The design concept is inspired by the interplay of colours, materials and surfaces that gives the timepieces their unique look. Materials range from modern-looking steel to natural stone, the latter related to the birthplace of the company in the Ore Mountains, in Saxony, Germany.
The traditional German silver used in every watch movement inspires a shade in between gold and silver, specially developed for the interior design. Metal pilaster strips are featured on the wall fittings, adding visual highlights as well as evoking characteristics typical of a Lange watch.
Like the edge of watch components, the strips are bevelled at a 45-degree angle and polished, featuring straight-line graining on the inside, similar to a finishing technique used in haute horlogerie.
The Bangkok boutique also has a lounge with an Experience Library, featuring an oversized case displaying numerous exhibits that narrate the story of the German watchmaker.
