There are few better ways to understand Wilhelm Schmid, CEO of A. Lange & Söhne, than from the passenger seat of his Porsche 356. As the two-lane roads unfurl from Dresden to Glashütte, his daily commute becomes the backdrop for a conversation that weaves together classic cars, fine watchmaking, and the values that guide both.

Schmid’s career in horology is well known, but his lifelong passion for cars offers a revealing lens into his leadership. In the growl of the Porsche and the rhythm of the drive, parallels emerge: respect for tradition, an insistence on skilled craftsmanship, and a forward-looking vision that doesn’t shy away from disruption. Over the course of the ride, it becomes clear how these passions shape not only his collection of cars and watches, but also the culture and future of Lange.

TC: How did you first get into classic cars?

WS: I actually trained as a car mechanic. At 15, I left school. I was restless, a bit naïve, and as the son of a car dealer, it felt natural to go into the trade. I began an apprenticeship, which I completed successfully, before eventually returning to school and then university.

Back then, vintage cars were simply considered old cars, and I loved that about them. My first was an MGB Roadster, which at the time was the same age as I was — 17. I still have it today, it’s never left my garage. In that same year I also bought my first mechanical watch.

"So from the very beginning, those two passions, cars and watches, have always run side by side in my life."

TC: Can you tell us a little about this Porsche?

WS: Porsche’s first production model was the 356, introduced in the late 1940s. It’s also the predecessor of the 911, probably the most iconic sports car ever made.

I’ve had this one for six or seven years now. It’s very much a workhorse for me to drive, not a museum piece that sits.

TC: It feels really quick on the road, doesn’t it?

WS: It does, but not because it’s powerful. It’s actually very light — only about 800kg — and that makes all the difference. Once it’s rolling, it just keeps going. The magic of this car is the power-to-weight ratio and the balance. It’s rear-engined, of course, but it doesn’t often feel like the back end wants to swing out. The trick is not to make sudden torque changes mid-corner. If I lift off the throttle abruptly, the rear will rise a little, and that’s when it can step out if you’re not careful. But in general, the grip is outstanding for a car of this era.

TC: How often do you drive it?

WS: I have six classic cars, ranging from 1952 to 1966, and I try to rotate between them. I also own a modern BMW, but truth be told, I hardly use it. If the weather is right, I’d much rather drive a classic. I avoid taking them out in winter or on salted roads, of course. And if it’s a little rainy, I usually reach for my 1966 911 2.0 S coupé. Once a classic is properly restored and looked after, it can be surprisingly reliable. This 356, for example, was done to a very high standard. No problems at all.

This road we’re on is actually part of my daily commute. From Dresden to Glashütte, I only hit one set of traffic lights, then it’s just winding country roads all the way. It's the best. Years ago we filmed a feature here with Octane magazine. Robert Coucher, the founder, was with me and was a little jealous that I get to do this everyday. I can’t blame him, for a classic car driver it really doesn’t get better than this.

Schmid wears the 2023 Odysseus Chronograph in stainless steel

TC: What do you think makes a collectible classic car?

WS: I think the same rules apply whether it’s cars, watches, or art. Three things turn a utility into a collectible. First, it has to be rare and valuable from the beginning. It may dip in value for a while, but over time rarity tends to win out. Second, it has to be made by skilled hands. That kind of craftsmanship is becoming rarer all the time, everyday. It’s what makes something stand the test of time. And third, it has to have a recognisable identity.

"When you put all that together — rarity, craftsmanship, identity — you have a very high chance of something becoming collectible."

Lange's Zeitwerk, winner of the prestigious GPHG Aiguille d'Or in 2009

TC: For a brand like Lange, steeped in tradition but always pushing forward, how do you strike that balance between heritage and innovation?

WS: People often think of heritage and innovation as opposite poles. For us, they’re not. When I think about tradition, I think about values. Our movements, for example, are designed in a way that only a skilled watchmaker can assemble them. Not anyone can work on a Lange watch. Our tradition of double assembly, to guarantee technical and aesthetic quality, is another value. These things don’t follow trends or Zeitgeist; they’re constants. Innovation then builds upon those values. Think of the jumping seconds timer (1815 "HOMAGE TO WALTER LANGE"), or a tourbillon with a hacking mechanism so you can set the time precisely. That’s innovation, but rooted in very traditional foundation.

TC: What traits do you admire in your team, and how do you foster this culture of excellence?

WS: For me, company culture is everything, and it has to be inclusive. Our accountants, our hausmeister (caretaker), the watchmakers, engravers, prototypists — they’re all equally important. Only when everyone works together, and only when everyone is passionate about what they do, can you build a culture of excellence. And if you ever find someone at Lange who isn’t passionate about watches, please tell me! Because I truly believe we are, above all, a passionate brand. That’s the secret. High quality comes from a shared culture, one you can immediately feel when you walk into our manufacture or boutiques. Clients admire our watches because they see the human struggle behind them. The effort of skilled people pushing boundaries, and going the extra mile. That spirit is what makes Lange special. It is the struggle that is precious.

TC: How do the philosophies of maintaining classic cars and mechanical watches compare?

WS: Of course, a car is much bigger than a watch, but both can be much more than just tools for transport or timekeeping. To keep them alive, you have to invest in people. That’s the real challenge today. It’s getting harder to find skilled craftspeople who can restore these cars, and the same is true for watches. Training a good watchmaker takes five years before they can work independently. So the common ground is clear: if we want to enjoy collectible cars and watches in the future,

"we must invest in the next generation. Otherwise, cars will end up stationary, and watches will no longer keep time."

TC: What excites you about the future of watchmaking, and how does Lange fit into that vision?

WS: I think we’re only at the beginning of our journey, and that’s a wonderful thing. The best is still to come for A. Lange & Söhne. We’re both an old and a young brand: 1845 to 1948, then revived in 1990 through today. If you look at the ground we’ve covered since 1990, it’s reassuring. It shows how much potential still lies ahead. Unlike many older brands, we haven’t reached the stage of repeating ourselves. There are still so many uncharted territories to explore.

A pair of 19th century A. Lange & Söhne pocket watches before the brand's 1990 revival.

TC: What role do collector communities play in shaping the industry?

WS: Collectors are more than customers, they’re fans. They go much deeper into the details. And please don’t get me wrong, I’m not arrogant about this: I respect anyone who saves up to buy even just one Lange. For many, that’s the purchase of a lifetime. But our business has very inflexible capacity. Training a watchmaker takes five years, so we can’t just ramp production up and down. That means we need a collector base that understands why they might have to wait 12 or 18 months.

"Collectors also act like a compass. They’ll tell you if you’re on track, if you still surprise them, if you’re true to the DNA."

They’re not always happy, and I know that. But sometimes you need to make bold moves, even if it frustrates people in the short term, to take the brand forward to the next level.

TC: What is the “next level” for Lange?

WS: Without doubt, our shift in distribution was a disruptive move. For many years we grew through retail partners, but around 2017, accelerated by the pandemic, we began moving to a boutique-only model. We went from 270 points of sale to just 54. I understand some clients were unhappy, especially those in cities where we no longer had representation. But our priority is ensuring that when you walk into one of our boutiques, you see a proper representation of the brand — not one or two pieces, but a full family of watches. With 270 points of sale, that was impossible. The change also allows us to really know our clients. In the past, some retail partners didn’t share their customer data, so we didn’t know many of the people buying our watches. Now, we can build direct relationships, engage in true dialogue, and “own the last metre. of the brand experience” At this level of watchmaking, if you don’t know and understand your clients personally, you can’t elevate the brand.

A rare 1815 model from 1997 double-signed "Blome", who was a Lange retail parter located in Düsseldorf, Germany. 

TC: What do you think of certified pre-owned programmes (CPO)?

WS: For me, our service is already the best reassurance. Whether your Lange is 20, 30 or 40 years old, you can send it to us and we’ll return it in indistinguishable condition from new — cases laser-restored, movements serviced, everything brought back to original quality. Of course, that takes time and effort, but the result is effectively a new watch. That’s our version of “certified pre-owned.”

Personally, I don’t believe we need to be directly involved in the secondary market. If you do your job properly in the new watch market, the secondary market will follow. You can’t fix in the pre-owned space what you’ve done wrong in the primary one.

TC: Do you see similarities between the Quartz Crisis and today’s shift to electric cars?

WS: Before cars, horses were indispensable. They ploughed fields, carried people, did everything. When cars came, people thought horses would disappear. Yet today, horses live better lives than ever before, because they’re valued for sport, leisure, and passion. What was once pure utility has become collectible. I believe the same will happen with cars. Not all will go electric, not all will be computer-driven — and even if so, I’ll be long gone by then. The charm of classic cars is the sensation. They’re not fast, but they feel fast. There are no electronic aids, no assistants. It’s just you and the machine.

"When I return from a drive my wife says I smell like my old cars, but somehow I look a little bit younger than when I left."

That says it all.

In a modern car, I’m usually on a call during the commute. I couldn’t even tell you anything about the drive. But in a classic, it’s loud, raw, demanding and it requires focus. It’s like a short holiday every day, turning a 40-minute commute into something joyful.

TC: Any advice for people getting into classic cars?

WS: Cars need to be driven. That’s what many people don’t realise. More goes wrong when they sit still than when they’re out on the road. So don’t buy more than you can actually drive. I’m guilty of that myself. I now think that five cars is enough, one for each work day. And with weather like this, in a car like this, I really can't call it work, can I? [laughs]

By the time we roll into the gates of the Lange manufacture, the parallels are unmistakable. For Schmid, a classic car is more than a machine, just as a Lange watch is more than a timekeeper. Both are living testaments to craft, to rarity, to identity. Qualities that turn tools into treasures. As a leader, his ethos reflects that same philosophy: preserve tradition, push for innovation, invest in people, and never lose sight of the passion that binds it all together. Whether behind the wheel of a 356 or at the helm of one of watchmaking’s most respected maisons, Wilhelm Schmid is steering with conviction — and clearly enjoying the ride.

-FIN-