A.Lange & Sohne SWOT Analysis, Competitors & USP

A. Lange & Sohne

Parent Company

Lange Uhren GmbH , a subsidiary of Richemont SA

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Tradition neuester Stand / State of the art tradition

USP

High quality fine design timepieces

A.Lange & Sohne STP

Segment

Luxury Segment watches

Target Group

High Income men and women

Positioning

Mechanical watches of the future with the ideals of the past

A.Lange & Sohne SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of A.Lange & Sohne :

1. The watches of the brand are known to be one of the most accurate watches in the world

2. The engravings on the watch are special and hand-made adding to the exclusivity of the brand

3.Thecompany has won more than 140 international awards in fine watchmaking

4. German watchmaking is well-respected around the world

5. The brand has presence and points-of-sale in more than 50 countries around the world

Weaknesses

1. Top-of-the-mind-recall for the watch is low as compared to its competitors

2. The promotions, advertising and marketing of the brand have beenless compared to leading luxury brands

Opportunities

1. An exclusive women’s range of watches can open opportunities for extending the TG

2. Expanding the markets to developing economies which have witnessed high growth in luxury segment

Threats

1. High recall competitive brands that have aggressive marketing and promotional strategies

2. Growing cost competition, even in the luxury segment

A.Lange & Sohne Competition

Competitors

Below are the 2 main A.Lange & Sohne competitors :

1. Piguet

2. Rolex