The development director of fast-growing independent German brand Lang & Heyne has been taken over by Jens Schneider after its co-founder Marco Lang stepped down. He has pursued his career path in watchmaking since 1993 after studied precision engineering at the Glashütte School of Engineering. He was part of prestigious watch brand Glashutte Original as well as the mastermind behind the launch of Zeitwerk for newly founded company A. Lange & Söhne. Carry on with Marco Lang’s similar vision and parallel passion, Lang & Heyne will follow the footsteps of its former chief under the leadership of Jeans Schneider, keeping the annual output as few as 60 timepieces to uphold the meticulous craftsmanship for a dedicated group of aficionadas.
As a small independent brand, Lang & Heyne has to take the initiative to promote its brand. Jens Schneider shared his marketing strategies with Hong Kong Jewellery: “Being close to our customers is very important for us. In high-end sector, potential customers prefer seeing the timepiece in advance, laying hands on it and trying it on. We are open to any technical questions, equally important, the story and craftsmanship behind the piece. To let consumers have a better grasp, we welcome them to visiting our workshop for a peek of the crafting process of their watches. Having strong wholesale partners all over the world is also crucial.”
The industry has been undergoing rapid changes, especially in the online promotional aspect. Websites, e-commerce and social media play an essential role in building brand awareness. For Lang & Heyne, they are not the most effective marketing channels which are unable to bring watches closer to the collectors. Instead, Lang & Heyne will enhance its customer experience by having more service stations. He believes customers will spread the word for the brand only if they feel like to be in good hands.
Speaking of the targeted markets of Lang & Heyne, Schneider said Asian countries and regions, such as Japan, Hong Kong, Taiwan and Singapore are the brand’s target markets. The best sellers are Georg, followed by Friedrich August I, the Albert and the Anton. Whereas potential buyers in European market are in no position for new investments. Besides, European customers prefer well-known big brands as an expression of their social status.
This year, the gorgeous Gerog in black dial has introduced to continue the elegance of rectangular watch. The dial is adorned with four blue rhombs at 12, 3, 6, and 9 o’clock in 960 platinum case and red rhombs in 18-carat rose gold case, flipping to the case back, housed inside is its movement Caliber VIII offering a 55-hour power reserve. On the both ends are Lang & Heyne’s signature curved triple-lugs design holding 40 mm by 32 mm the case firmly to the alligator leather strap in brown, blue or black with a shark leather lining.
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