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I love how this Lange Sport watch thread has become the Lange & Sohne demise thread due to their financial shortfall!
Stating the glaringly obvious, Lange’s finances are not dictated by the lack of each watch sold selling at full MSRP – the bulk of their sales are through ADs, so their profit is locked in once those invoices are settled.
We don’t know the annual running costs of the manufacturing site, the boutique overheads, and what toll the R&D budget has taken – so all this talk of financial dire straits is only worth being broached when boutiques start closing left, right, and centre.
As for the issue being brand awareness… do you really think so?
How many of you are aware of Grand Seiko? H Moser & Cie? De Bethune?
So why haven’t you bought any of their pieces?
Marketing is only for those who’re incapable of thinking for themselves, looking to be told what to buy instead of using their own two eyes, and brain, to figure out if they like what they see or not.
True appreciators of haute horology don’t need to be marketed to, they already know what gets their juices flowing.
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