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At A. Lange & Söhne, 7 December has always been a day of new beginnings. On this day in 1845 Ferdinand Adolph Lange founded his watch manufactory in Glashütte. Then, on the same day 145 years later, his great-grandson Walter Lange embarked on a new venture. In 2016 this date marks a digital first: From now on, A. Lange & Söhne will be active on Instagram. The company has set up its own account (#alangesoehne) in response to demand from its many fans, who wanted to be able to keep up virtually with news of its watches and the varied work of its manufactory.
This new channel complements the company’s existing social media accounts on Facebook, YouTube, WeChat and Weibo. The Instagram premiere coincided with the launch of a new product, the LANGE 1 MOON PHASE. As selected specialist journalists enjoyed a live demonstration of the new model on 7 December 2016 in the manufactory, the watch was unveiled to the global community of collectors at the same time, via Instagram. In the days preceding the event, the typical Lange outsize date was used to provide a subtle clue as to what was going to happen.
Instagram, a subsidiary of the online social network Facebook, is popular with many watch collectors around the world. They use it to share photos of their favourite models and discuss the different versions, functions and ways of wearing them. Instagram provides a platform for collectors to talk about the aesthetic aspects of their favourite products: Being able to see a specific watch in different locations, from diverse perspectives and in varying lighting conditions really brings it to life for all fans. “This is why we are using Instagram for our digital communications,” explains Wilhelm Schmid, CEO of A. Lange & Söhne.
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