A. Lange & Söhne has reinforced its presence in the Middle East with the opening of a boutique in Beirut, Lebanon. CEO Wilhelm Schmid flew in to the Lebanese capital on May 26th for the ribbon-cutting ceremony at 153 Foch Street, Central District, where he was joined by Brand Director Middle East, Africa & India, Ramzi Nael.
CEO Raymond Abou Adal and COO retail Paul Kupelian of the Holdal Group were there to greet them; Holdal Group is owner of the watch brand’s long-time local partners Cadrans, Maison de Haute Horlogerie that will operate the new mono-brand store in cooperation with the German watchmaker.
Located in the heart of downtown Beirut – a luxury shopping area – the new boutique is “…both a commitment to Lange’s loyal fans in the region and a tribute to the increasing importance of the Lebanese market for our brand”, said Nael. For CEO Abou Adal, who praised their 13 years of successful partnership, the opening is “a testimony of this prestigious brand’s appeal among the city’s watch connoisseurs and its continuous rise in Lebanon”.
Top VIP clients were treated to a complete experience of the brand’s haute watchmaking artistry including the latest debuts and exclusive boutique models, with a focus on the Saxonia Moon Phase presented at the SIHH in January. Collectors admired the new Saxonia model with moon-phase display and characteristic outsize date, while connoisseurs discussed movements with the watchmaker who was present. CEO Schmid mingled with watch enthusiasts, wearing his Datograph Perpetual Tourbillon, another highlight of the SIHH that combines the functions of a perpetual calendar with leap year, chronograph flyback, moonphase and tourbillon.
The interior of the new store perfectly reflects the precision of the brand as well as its origins, with wood panelling in grey – the corporate colour – and elements made of sandstone, typical of the manufactory’s surroundings in Saxony.
This new A. Lange & Söhne boutique is in line with the expansion plans for the Middle East and India as revealed to us by Regional Director Nael at the SIHH, adding to the brand’s regional presence already established in Dubai at the Dubai Mall.