A. Lange & Söhne

Creating the next generation of content for a German icon and makers of some of the world’s most revered luxury watches


Launch films for A. Lange & Söhne's iconic new timepieces


A. Lange & Söhne


Concepting and Idea generation, Storyboarding, Creative Direction

A. Lange & Söhne, was founded in 1845 and is one of the most revered luxury watch brands in the world. Built by hand in Dresden, East Germany, each watch is hand assembled twice and represent the epitome of understated, elegant German design and engineering. Form and function in perfect balance.

The Brief:

The aesthetics of luxury watch advertising tends to be very similar.

One luxury watch brand Ad tends to be much like the others. Our task was to help A. Lange & Söhne, develop their luxury watch launch videos to stand out from other brands in their category. They wanted to remain true to their heritage whilst positioning themselves as a modern brand that marries classic watchmaking techniques with classy, understated, contemporary design. 


Like the watches themselves, the goal of the films was to achieve a sense of effortless beauty and precision…

Whilst talking about their practical functionality. We also observed a lot of luxury watch videos feel like a series of beautiful shots just edited together without any sense of narrative. So we wanted to give these a beginning, middle and end which takes the viewer on a journey. The goal was to tell the story of the brand’s commitment to creating some of the world’s most beautifully crafted timepieces without trying too-hard to do so and letting the watches speak for themselves.


The films were used across the brands digital channels

And at boutiques and other points of sale around the world. 


The announcements of the watches generated huge buzz amongst collectors

Many of them were released in limited numbers and sold out in weeks. At Black Paint, we continue to work with the brand on their content strategy and content creation. An incredible brand founded in 1845 which is acknowledged by many as the forefather of the world famous “German Engineering”, a mark of quality, precision and minimalist functional design beauty. 

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