Man must be allowed to dream.

Dreams purify the psyche and enrich the spirit, sometimes it may be the other way around.

Certainly in a case like this: A watch from A. Lange & Söhne remains a dream for many timepiece lovers.

lifetime.

Anyone who wants to get closer to such a wishful thinking now has the opportunity to do so on Goethestrasse in Frankfurt.

The manufacturer from Saxony has opened a shop in house number 2 without much fanfare.

Soft opening is what it's called in retail and it goes well with the brand.

She doesn't need a hard serve with glitter and loud music.

Thorsten Winter

Business editor and internet coordinator in the Rhein-Main-Zeitung.

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The visit is like an unexpected deceleration.

An employee will clear the way through the first door, signaling a soft buzz.

When that door has closed behind the potential customer, the second buzzes.

Only then can the interested party enter the shop, which is laid out with light stone and black carpeting.

Security is a must in this price range.

The entire boutique also appears black and light, with the dark dominating.

The cabinets, for example, are equipped with integrated showcases and are used to present watches.

19,500 for a Saxonia in white gold

The Saxons are in well-known company on Frankfurt's luxury mile.

Other representatives of Haute Horlogerie, as the art of watchmaking is known in the industry, have also rented rooms there.

Despite the competition, boutique manager Hersi Mohamed didn't have to wait long for his first local customer.

On the evening before the unofficial opening, he noticed a man in front of the shop window, says Mohamed.

He asked him into the shop, the two of them chatted with each other for two hours – and then the customer pointed out: “Would you sell me this watch?” So a piece changed hands before the first regular day of sale.

In this case, Mohamed presumably had a last-minute decision in front of him.

A sale does not always take place so quickly.

Some interested people stop by more often, look for a conversation and call in several times in between, as the deputy boutique manager Alexander Arynenka reports.

Because an A. Lange & Söhne is not a product that someone buys in passing.

For example, a Saxonia in white gold with a dial made of solid silver, appliqués and hands made of gold costs 19,500 euros.

That sounds like an investment and it is.

Especially since buyers can spend significantly more money for a copy.

But: "We are looking for collectors and not investors," it says.

A watch from A. Lange & Söhne stays in the family – a claim shared by competitor Patek Philippe.

Advice and sales are only the beginning.

Long-term relationships are the goal.

"The service starts after the sale," says Mohamed.

After all, clocks of this quality, the movements of which the Saxons build themselves piece by piece, have to be cared for.

This serves to retain the value of the customer - and sales.

A. Lange & Söhne, Frankfurt, Goethestraße 2, Monday to Friday 10 a.m. to 6.30 p.m. and Saturday 10.30 a.m. to 6 p.m.