eventshoch2 - International Retailer Convention 2012 for A. Lange & Söhne

Lange Uhren GmbH, Glashütte, Germany

This year, the Lange Uhren GmbH brought out some significant innovations, which were and are of great interest, particularly for selected dealers with a worldwide presence. Whether it concerns the forthcoming expansion of the factory in Glashütte, or past and planned events and cooperation projects connected with this – this information is essential, particularly for those who are involved in direct customer contact on a daily basis.

And so, in September 2012, an event lasting several days with stops in Dresden, Glashütte and Weesenstein was organized by A. Lange & Söhne, in order to impart all this information to all the dealers at the same time. The core of the event was then framed with an appealing and interesting entertainment program all about the history of the creation of watchmaking, in order to combine information with experience in a creative manner for the guests from all over the world.

Under the motto “never stand still”, the aspiration of the founder Ferdinand A. Lange – an expectation which everybody should have of themselves, just as a good watch also never wishes to stand still – within the framework of the event, an array of interesting program and entertainment points were on offer. So, for example, it was possible to take a look behind the scenes in the factory at the elaborate manufacture of the unique watches, or to explore the winding passageways of Weesenstein Castle together with a castle guide. Especially for this event, the whole castle was completely converted, embellished and adapted to the current corporate design of A. Lange & Söhne by our decorators requiring, in some cases, days of work. The final result of this conversion work was an impressive new castle backdrop for the event.

During the complete event, the guests were conveyed comfortably and quickly from venue to venue by fifty specially branded Mercedes S-class limousines, which were coordinated by us. On the final evening, these cars then brought the guests to the Albtertium for the conclusion of the International Retailer Convention 2012, where our friendly hostesses were already expecting the guests.

In the Dresden Albertinum, the evening was then crowned with an absolute highlight. Our guests were treated to an exclusive performance by the Berlin State Ballet! Just some days previously in action at the birthday celebrations for Russian President Putin, the dancers now gave our guests an exclusive performance of the world-renowned “Swan Lake”. At a distance of just a few meters from the dancers, who appeared almost weightless, our guests were able to precisely observe the effect of ballet in perfection in the setting of the impressively illuminated Albertinum, which was also decoratively designed by us. The parallel between ballet and watchmaking is here obvious: both combine the highest standards, absolute perfection and unique art.

Without missing a beat, the live band then immediately entered with first-class music into the rousing applause of the guests and so the evening was then rounded off in a cozy and stylish atmosphere with conversations about what had been experienced on the previous days, before the guests once again set off in all the directions of the compass on the following day.

Our event agency eventshoch2 was responsible for the complete organization of this event, which contained in detail the following services (in cooperation with our suppliers and service providers):

  • conception
  • decoration including the conversion of all locations
  • shuttle management
  • guest management of all national and international guests
  • market communication in the run-up
  • booking and management of artists
  • hostesses and staff
  • event technology
  • catering
  • decoration of the valuable watches according to the directions of Lange
  • documentation