The luxury watchmaker turning understatement into a competitive edge
by Luke Benedictus · Australian Financial ReviewLuke BenedictusWatch editor
Sep 13, 2026 – 5.00am
At the A. Lange & Söhne booth at the Watches and Wonders fair in Geneva, visitors are invited to enjoy a cold schooner of beer. Admittedly, it’s a fine draft pilsener imported specially for the occasion but, at an opulent event where most brands prefer the fizz of champagne, it’s a telling detail nonetheless – reflecting the German watchmaker’s quiet restraint.
“Our clients don’t need to show they’re successful,” insists Tino Bobe, the brand’s director of manufacturing, who’s worked at Lange for almost 30 years. “I sometimes try to explain that, for people who feel the need to show off their personalities or achievements with their watch, this is not the right brand for them. Lange is more understated. There’s a quality and inner value in our watches.”
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Luke BenedictusWatch editorLuke Benedictus is watch editor of The Australian Financial Review. He also writes about wellness.
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