Harrods has become the first destination in the world to house a new boutique design from A. Lange & Söhne.
The Richemont-owned brand, which has been in the Harrods Fine Watch room since 2011, has relocated from its ground floor position to the lower ground and will almost double in size when it fully re-opens later this year following a multi-million pound renovation.
The lower ground has re-opened, but the ground floor, which will have its own street entrance, remains partially under construction.
The new A. Lange & Söhne glass-fronted boutique has interconnected units arranged at right angles with one another. Each unit has a specific role, from presenting the watches to facilitating advice and providing the backdrop for sales consultations.
The Harrods design is considerably more modern and industrial than all of Lange’s other 18 boutiques around the world. Currently in the US, the brand has boutiques in Miami, NYC, Florida and California.
“We set out to create spaces which reflect the personality of the A. Lange & Söhne brand in every single detail,” explains A. Lange & Söhne CEO Wilhelm Schmid.
“In conjunction with our architects, we chose an approach which is based on Bauhaus principles in that it brings art and technology together to create a unity, just like our watches,” he adds.