Maybe all my bitching about the watch industry hasn’t gone unnoticed. My article earlier this year, ‘A Watch for the Average Man‘ about the ridiculous products and unattainable prices to come out of SIHH caused a stir with many of our watch readers, generally perturbed by the direction the industry was headed in. Well my friends, let me introduce you to the new A. Lange & Sohne Saxonia Thin 37mm, a watch that is going to turn as many manufacturer’s heads as it does customer’s.
Let me start by saying that I love the fact A. Lange & Sohne, over any other manufacturer, have released this watch. Thierry Stern at Patek is going to be losing his mind that Lange has not only answered their existing customer’s wishes by designing a 37mm Saxonia, after releasing an updated 40mm at SIHH this year but the wishes of the watch loving world, by delivering arguably the best value watch in the world. Huge call you say? Not when you look at the material, the ultra-thin movement, the exclusivity, the finishing, and most importantly the pedigree that comes with it.
The new 37mm Saxonia Thin sports the same attributes as its larger 40mm sibling, including the hand decorated, manually wound Calibre L093.1 movement, measuring only 2.9mm in height and boasting a notable 72-hour power reserve as well as the same 5.9mm height case. Now at a list price of $14,800 US, it’s going to top out at $20k plus for Australians but when you look at what’s on the market for that price, you can’t deny it’s a relative bargain, and I can assure you anyone that has just bought a JLC Master Grande Ultra Thin in Rose Gold for $15,000 excl. VAT is going to be filthy about it.
But for lovers of Lange and/or anyone who is interested in horology, this announcement marks not just a stunning new entry-level product for the brand but also a benchmark price point for other manufacturers to work from. I’ll use my JLC example again, a wonderful brand but not in the same league as A. Lange & Sohne. They cannot ignore a price like this, especially not from a brand as respected and desired as Lange. Even Rolex, with their time only Cellini at €12,500 (that was in 2014, it’s probably €14,500 now) will be forced to consider their pricing. Where it will really hit home is with brands like IWC, charging $11,400 for a Gold Portifino running an ETA movement.
This is exciting times folks. Not just because A. Lange & Sohne has added yet another reason for you to consider them in a class above their staunchest rival Patek, but because it’s a release the industry can’t ignore. One I hope will be the start of a serious pricing reconsideration across the board.
A. Lange & Sohne Saxonia Thin 37mm will be available in both Rose and White Gold. Australian pricing TBC. If you want one, I’d get onto them quick smart, these will be sold out very quickly! Read more about it here.