A. Lange & Söhne

One of the most exciting projects I contributed to at gate.11 has been shaping the visual identity of A. Lange & Söhne for the technical communication of their timepieces. Since 2013, we have been developing a distinctive design language that not only sets the brand apart from its competitors but also reflects its essence through sophisticated and precise visual design. Over the years, this visual language has been continually refined and brought to life across a wide range of projects.

“With in-depth technical understanding and extensive editorial work, we develop a variety of creative concepts that illustrate the exceptional mechanisms, precision, and craftsmanship.”
www.gate11.net

To achieve this, we developed a visually captivating concept that, together with stunning macro shots of the watches and the unique sounds of each mechanism, creates an immersive, highly aesthetic, and authentic experience.

With great attention to detail, the different production techniques are brought to life through a seamless interplay of cinematic footage and expressive typography.

In 2022, the new ‘Richard Lange Minute Repeater’ was unveiled in a grand ceremony at the prestigious ‘Watches and Wonders’ fair in Geneva. Set to a specially composed piano piece performed live, the watch appeared as an oversized hologram within a display case. Initially draped in black, the cloth featured a projected countdown, building anticipation for the reveal.