A.Lange & Sohne SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4607

SWOT Analysis of A.Lange & Sohne with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

A. Lange & Sohne

Parent Company

Lange Uhren GmbH , a subsidiary of Richemont SA


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Tradition neuester Stand / State of the art tradition


High quality fine design timepieces



Luxury Segment watches

Target Group

High Income men and women


Mechanical watches of the future with the ideals of the past

SWOT Analysis


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


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


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


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

2. Growing cost competition, even in the luxury segment



1. Piguet

2. Rolex

The table above concludes the A.Lange & Sohne SWOT analysis along with its marketing and brand parameters.


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