Mr Schneider, how important is the attendance of Baselworld for your company?

Jens Schneider: For me, Baselworld is an occasion, where you meet old watchmaker friends, collectors, retailers and the media. Being a public trade show is one advantage of Baselworld, which we use to attract new customers to the watchmaking industry. It is often a long and arduous path from the vision to the final watch. But in the end, when we can present our unique timepieces face-to-face to watch aficionadas and create emotions our mission is complete. As a small and independent brand, we are happy to be part of the show.

During the past months, Baselworld announced many new concepts and measures for the 2019 edition. What are your expectations of the show? 

Jens Schneider: We hope that the new concepts emphasise the importance of Baselworld in the watch business. The stronger presence of “Les Ateliers” and highlighting the art of watchmaking, are a first step in the right direction. 

In your opinion, what is the significance of independent watchmaking today?

Jens Schneider: The key word is independent. We are a small brand, based in Dresden-Radeberg, and produce our timepieces with a small team of watchmakers. Everything – from the idea to the creation of the movement and the final assembly of the watch to marketing, and distribution – takes places in our 
manufactory. With an annual output of as few as 60 timepieces – we create exclusive and innovative handmade watches for watch aficionadas.

The industry has been undergoing rapid changes. How does Lange & Heyne as a very specialised high-end manufacture addressing collectors and aficionados cope with digitisation?

Jens Schneider: For sure the influence of the Internet – websites, online boutiques, digital; social media, etc – is huge. These platforms are important for the brand awareness, but only one component of available marketing tools. Our watches apply to all human senses: haptic, visual and ready to try on. The Internet does not provide an alternative to our approach of bringing watches closer to collectors and watch aficionadas.