Interview with A. Lange & Söhne CEO Wilhelm Schmid
A. Lange & Söhne CEO Wilhelm Schmid discusses the brand's eight-year partnership with the Concours of Elegance at Hampton Court Palace, explaining its strategic importance for customer engagement and recruitment. Schmid also shares his personal passion for well-made cars, detailing his AC Ace-Bristol and its historical significance, drawing parallels to the watch industry's need for clear identity and focus.
The partnership with Concours of Elegance was established to provide a distinct platform close to the brand's values for entertaining customers and recruiting new clients, complementing their focus on watches.
Schmid entered his AC Ace-Bristol into the Concours of Elegance, noting that the AC Ace is recognized as the precursor to the Shelby Cobra, with Carroll Shelby having raced these cars and found the chassis suitable for more powerful engines.
Schmid emphasizes the importance of defining the brand's identity and direction, likening the business to a soccer team where open communication and team spirit are crucial for success, rather than relying on individual stars.
Schmid expresses a preference for "oddball" or exceptional cars over mainstream models and enjoys South African wine, which he considers underrated and good value.