Germany’s top luxury brands: A. Lange & Söhne takes the top spot
In the ranking published by Germany’s manager magazin, A. Lange & Söhne is number one among Germany’s top 30 luxury brands, scoring 246 out of 300 points. The watch manufacturer from Glashütte in Saxony has held its top position in the uppermost market segment since back in 2007. The ranking is part of the study “German luxury brands in 2018 – the tension between tradition and transformation”. It is carried out every two years by brand consultancy Biesalski & Company and business consultancy Dr. Wieselhuber & Partner. The result is based on a survey of 192 experts from industry and trade associations, the trade press and luxury retail. The criteria include profile, perfection, aesthetics, innovation and price positioning.
The study concludes that German luxury brands must authentically tackle the tension between tradition and transformation in order to succeed in global competition. Lange CEO Wilhelm Schmid can only agree: “Our company’s founder, Walter Lange, who passed away last year, once said that you should demand the same of yourself as you do of a watch: to never stand still. We take his motto as encouragement never to be content with what we have already achieved, and to constantly seek new challenges instead. The outcome of the study shows we’re on the right track.”