A. Lange & Söhne are a highly-regarded manufacturer of luxury and prestige watches, based in Glashütte, Germany and patronised by the likes of Brad Pitt, Bill Clinton, and Ed Sheeran.
To promote the launch of the new Zeitwerk Lumen model, ALS wanted to make a splash on social media with a lifestyle campaign.
Based on the notion that a watchmaker is re-composing time in the creation of this watch, and a watch wearer is expressing this re-composition by wearing the watch, the idea was to show the watch being exceptionally composed in the hands of the watchmaker, and worn and appreciated on the wrist of the wearer. Connecting the two is shared passion for the watch.
The Zeitwerk represents the long tradition of precision craftsmanship and innovation that one expects from ALS. The Honeygold and Lumen features represent new innovation that keep connoisseurs returning to the brand. Thus, a combination of wrist shots of the wearer (highlighting the classic Zeitwerk elements, Honeygold and Lumen), and shots of the watchmaker working on these specific features.
