A. Lange & Söhne Opens Its First Salon In The U.S. — Here’s A Look Inside

A. Lange & Söhne has just met a significant brand milestone with the opening of its first U.S. A. Lange & Söhne Salon in San Francisco. Nestled on the third floor of the historic Sachs Building at 140 Geary Street, the Salon is strategically located in the vibrant Union Square Financial District. This marks the brand’s second retail presence on the U.S. West Coast and underscores its deepening ties with the Bay Area’s culture of innovation and intellectual curiosity.

If one thing is for certain, A. Lange & Söhne leaves no detail unchecked — which is evident in the space. The new A. Lange & Söhne Salon in San Francisco is designed as an elegant and relaxed gathering space for watch enthusiasts. Spanning 1,539 square feet, it features three lounges, a central community space, and a hospitality bar area, all dedicated to exploring the brand’s prestigious collections. This Salon not only serves as a retail space but as an immersive environment where visitors can delve into the world of fine watchmaking.

The interior design of the Salon takes inspiration from Union Square’s legacy as an “urban room” of downtown San Francisco, offering a welcoming and sophisticated atmosphere where natural light floods through large arched windows, illuminating exquisite timepieces. Guests are greeted by a LANGE 1 OUTSIZE DATE installation at the entrance, highlighting one of the manufacturer’s significant contributions to modern watchmaking.

Inside, the Salon boasts a unique Lange “Experience Library,” a concept found in A. Lange & Söhne boutiques globally. This feature allows guests to engage with the brand’s history and craftsmanship through selected exhibits and artifacts. A private viewing area with a 98-inch high-definition home theater also enhances the visitor experience, offering detailed presentations of the brand’s intricate movements.

A central communal table fosters a sense of community and collaboration, enabling enthusiasts to share insights and enjoy presentations or special events featuring Lange watchmakers and sales advisors. This space not only facilitates interaction among collectors but also integrates the brand’s storied craftsmanship into the local culture.

Wilhelm Schmid, CEO of A. Lange & Söhne, emphasized the alignment between the brand’s philosophy and the Bay Area’s innovative spirit. “The customers of A. Lange & Söhne admire the finest details of our watches, and our Northern California collector community has shown a profound appreciation for the design and mechanical ingenuity of our timepieces,” said Schmid.

Rudy Chavez, President of A. Lange & Söhne Americas, reflected on the importance of community and tradition. “For nearly 30 years, the stories behind A. Lange & Söhne timepieces have inspired joy and debate among Bay Area watch enthusiasts. We are thrilled to continue this tradition of kinship and approachability with both existing collectors and new members of the community at our new home in the heart of San Francisco.” The A. Lange & Söhne Salon in San Francisco is a sanctuary where time slows, and the art of watchmaking takes center stage.