Haute CEO: On The Clock With Wilhelm Schmid, The CEO Of A. Lange & Söhne

By Adrienne Faurote March 15, 2023

Photo Credit: Courtesy of A. Lange & Söhne

Welcome to Haute CEO, an exclusive series where Haute Time goes on the clock with the watch industry’s top CEOs who’ve become leading innovators in the space.

To reintroduce our Haute CEO series, Haute Time sits down with A. Lange & Söhne’s CEO Wilhelm Schmid in the new Boston boutique on Newbury Street, which opened in late 2022. At the helm of A. Lange & Söhne, for over a decade, Schmid has been at the forefront of industry shifts as well as milestone achievements for the brand. Ahead, we go on the clock with Schmid, discussing everything from becoming a watch collector at 17 to his future goals for A. Lange & Söhne — and even his all-time favorite timepiece.

Photo Credit: Courtesy of A. Lange & Söhne

HAUTE TIME: You became a major watch collector at such a young age. How did you discover your passion for timepieces?
WILHELM SCHMID: I am the son of a car dealer, so naturally, mechanics were a part of my early life. The next thing to cars is a watch — and if you understand mechanics, that’s a nice pair. I think — simultaneously — I fell in love with cars and watches. I always say: I am very privileged to have the chance to work in both the car and the watch industries, as I have had the privilege twice to work for two great German brands, BMW and A. Lange & Söhne.

HT:You have held the position of CEO at A. Lange & Söhne, since 2011, how have you continued to evolve the brand, and what have been some highlights?
WS: There are a couple of things I believe are great in the company — one is our ‘Never Stand Still’ ethos. [This ethos] has us moving all of the time, yet not in an uncontrolled way. And as I reflect on the last twelve years, there have been a few highlights, like the Grand Complication. How often do you have a chance to introduce and launch the most complicated wristwatch ever produced in Germany in your lifetime?

In 2015, we also made [strides] in renewable energy as we opened a new manufacturing building to make the production process as green as possible. As a management team, we asked ourselves what it means to be sustainable, and it’s in the factories where you truly have to get it right in the first place.

Then, on October 24th, 2019, we introduced the Odysseus, expanding that family and the scope of our brand. [Again], you often don’t have the opportunity to do something completely new within a brand. As there are many other highlights within my twelve years at A. Lange & Söhne, these three things are here to stay.

Photo Credit: Courtesy of A. Lange & Söhne

“Time is a resource. It is never about how much time you have on hand; it’s about how you use that time.”

HT: Looking back, are there any major lessons you have learned as a CEO?
WS: No, I am a huge fan of mistakes — and also, I am a huge fan of making mistakes public and known because I have learned throughout my life that I learn from mistakes, not success. And therefore, going back and not making mistakes would have shortened (but also extended) my journey. If you do not learn from your mistakes, it’s really foolish, but if you learn, you grow.

HT: In a rapidly shifting industry, what are your goals for the future of A. Lange & Söhne?
WS: The one thing that always alerts me is the three main challenges and assessing the challenges — not only in the last five years but also in the next ten years. The three main challenges are:

The connection of Glashütte to the world and the world to Glashütte — 90% of the people who live and work in Glashütte, and 100% of our customers do not. We are challenged to find ways in which these worlds can communicate with each other.

The second thing is brand unawareness, which is being known to the right circle of people. And I do not mean that arrogantly; I mean that we want to appeal to those who love fine watchmaking because, with our scarce resources, this is what we have to emphasize.

The third element is how we ensure young people still understand what we do. If you want to remain relevant, you have to understand. If they understand, they can appreciate it. Appreciation translates into wanting to be a part of our journey. We have to understand that brand ambassadors will make people want the watch, which ultimately takes more explanation from us.

HT: Now for a harder question: if you weren’t in the watch industry (and we’re excluding auto), what industry could you see a career in?
WS: I worked in auto, now watchmaking — so, I went from commodity to premium to now craftsmanship. I honestly think I am very happy with where I am. What I do today is exactly what I want to do for my professional life.

HT: Time is extremely personal. What does time mean to you?
WS: Time is a resource. It is never about how much time you have on hand; it’s about how you use that time. The last three years have certainly taught me that there is merit in the morning waking up to your wife, having breakfast, sleeping in your own bed, etc., but you know, we choose the life we live. I am not good at regretting, and I am not a person who goes backward — it is not in my nature. Time is first a resource, and second, it is a place I want to fill with quality (and sometimes rest!).

HT: How do you spend your time outside of your professional life?
WS: My priority is always my family: my beloved wife, children (and yes, he has planted the seed for his children to become future watch connoisseurs), and dog. That is truly my paradise; home is my paradise. I play golf — I used to run a lot, but my knees are getting bad. I also have a big hobby with vintage cars.

HT: What is one piece of advice you wish you could give yourself as a young CEO?
WS: I have a general rule: I fundamentally believe that you will only be good at something you are passionate about. If you are not passionate, it will pay the bills, but you will never achieve excellence. It is impossible. So my advice is regardless of what you do, choose your path of passion, and in the best case, you can make a living of it.

HT: Finally, the infamous question: what is your absolute favorite timepiece?
WS: The Datograph Up/Down is the first watch I was involved in, so it is emotional for me — if I had to boil it down to just one, of course.