Industry News – Lange Names Shand Group as U.S. Marketing Firm

The Shand Group, a well-established marketing and advertising agency, announced the addition of high-end watch manufacturer A. Lange & Söhne to their client roster. Known best for innovative marketing tactics, award-winning ads and high level of client services, The Shand Group was officially named as the marketing and public relations agency for A. Lange & Söhne in Glashutte, Germany, on August 13. Representation began September 1.

A. Lange & Söhne, the most prestigious name in German precision watch-making, was founded in 1845 in the Saxony region of what was later to become East Germany. The Lange family closed the factory during Soviet occupation, and the company re-emerged on the market 13 years ago, after German reunification. Since then, A. Lange & Söhne has received more than 44 awards, including 21 “Watch of the Year” titles, some of which have even come from the Swiss watchmaking industry, which very rarely acknowledge other watchmakers.

“We are all excited about the opportunity to represent A. Lange & Söhne in the U.S. Lange is arguably the world’s best watch, but most Americans have not yet been introduced to it.” said Bobby Shand, president. “It’s a wonderful fit for us, given our knowledge and understanding of the high-end consumer, as well as our experience in marketing fine jewelry and watches.”

The Shand Group also represents Platinum Guild International USA, the marketing arm for Platinum in the United States, and has been responsible for building other notable watch brands including IWC and TAG Heuer.