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The new A. Lange & Söhne website offers deep insights into the world of the Saxon watchmaking company – on all web-enabled devices.

As of 21 January 2013, clicking to www.alange-soehne.com will launch the new A. Lange & Söhne website. At first sight, it is just as compact and well-organised as the design of the company’s exquisite timepieces. But in reality, it is the gateway to the entire realm of the eminent brand with its five watch families and unique heritage. Technical details for watch aficionados, new videos from the manufactory, and macrophotography of the movements deliver an authentic and fascinating A. Lange & Söhne experience.

The new website also factors in the circumstance that more and more Internet users are going online with smartphones or tablet PCs. This is why it is built on the principle of responsive web design. Responsive means that the layout automatically adjusts to the display format and screen resolution of the user's device, so from smartphones to desktop computers, it always assures an optimised encounter with full functionality.

The concept melds emotion and information with intuitive user guidance. Galleries show full-format images of the manufactory's past and present. Product developers and watchmakers speak up in videos. Computer animations explain how complex mechanisms work. Impressive detail macrophotography provides hands-on close-ups of the lavishly decorated movements.

“Our new website addresses the phenomenon of mobility and the growing expectations of watch connoisseurs all over the world. Even users of mobile devices should be able to experience and revel in the beauty of our timepieces as well as the multi-faceted heritage behind them,” said Lange CEO Wilhelm Schmid when commenting the reasons why the Internet presence was redesigned.

A well-organised three-channel structure allows visitors to quickly navigate from the homepage to the content that interests them:

The focus is on “Timepieces”, represented by a LANGE 1, the brand's most iconic model. A click on the watch opens the door to the five timepiece families with images and background information on each model. This part of the site allows visitors to compare up to three models in detail.

Symbolised by a tourbillon, “Inside our MANUFAKTUR” tempts visitors to explore the impressive realm of Lange watchmaking artistry. Picture galleries enrich the virtual tour through the manufactory from the design phase to final assembly. Video clips give employees in various departments the opportunity to explain the special aspects of their work.

The state coat of arms, labelled “Our Saxon origin” marks the entrance to the manufactory's eventful history. It builds a bridge from the roots of Saxon culture, which began with the discovery of silver ore in the Middle Ages, to the establishment of precision watchmaking in Saxony by Ferdinand A. Lange, and crowns the journey with
the horological masterpieces of our era.

Further sections feature current news, the addresses of global points of sale, and information related to customer service, the company, careers, plus much more.


Original language: English