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In the welcome area, a digital “History Wall” enhances the introduction to the brand’s rich heritage. Vitrines showcasing models of all watch families, as well as curated historic pocket watches, emphasise Lange’s craftsmanship. The manufacture’s visual identity unfolds in stately black and grey tones, offset by soft white walls, textured finishes, and plush furnishings. The spatial layout organically guides customers through the reception and consultation areas. Meanwhile, a discreet bar behind the sales counter offers a private space where customers can try on timepieces in comfort.

A sweeping staircase leads to the upper floor, where the boutique transitions into a luxurious private area. This space comprises two sales salons, a lounge, a presentation and theatre section, as well as an exclusive watchmaking experience corner. Surrounded by elegant bookcases, objets d’art, and rare timepieces, the upper level is designed to inspire conversation and discovery.

“We are delighted to welcome watch enthusiasts to our new flagship boutique at ION Orchard. This location not only represents a milestone in our retail journey, but also beautifully articulates our motto “never stand still”. At A. Lange & Söhne, we are constantly innovating– both through our watches, as well as with the experiences that we offer – for watch lovers and Lange enthusiasts here in Singapore and across the region,” says Wilhelm Schmid, CEO of A. Lange & Söhne.