German luxury watchmaker A Lange & Söhne has taken a major step towards expanding its presence in the Middle East by opening a boutique in Riyadh, Saudi Arabia.

The new boutique, located on the ground floor of the Mode Al Faisaliah in the business district of Riyadh, marks a major step in the company’s retail strategy in the Middle East. The shop will be operated in cooperation with Attar United, one of the most renowned watch retailers in Saudi Arabia.

With an area of over 85 sq m, A Lange & Söhne Riyadh boutique provides ideal prerequisites for the watchmaker’s new interior architecture concept characterised by openness, clarity, and eloquence. Authentic materials and elaborate surface treatments pay tribute to the type of craftsmanship celebrated by Lange. The Experience Library, an oversized type case which aims to bring customers on a journey into the world of A Lange & Söhne, presents numerous exhibits which tell the story of the manufactory and its craftsmanship using lovingly designed objects. A large glass storefront exposes the showroom, inspiring visitors to enter the boutique.

The year 2020 was a special one for A Lange & Söhne. 175 years ago, Dresden watchmaker F A Lange set out to build the world’s best watches in the rural town of Glashütte. Restarted in 1990 by his great-grandson Walter Lange, the brand has once again become a key player in international fine watchmaking and has a presence in about 60 countries around the world.

Jean Bitar, A Lange & Söhne Middle East, Africa and India Brand Director, highlighted the importance of the new presence in Riyadh: “The number of knowledgeable watch enthusiasts and collectors in Saudi Arabia is continuously growing as is the demand for our timepieces. We are especially pleased to have Attar United as a partner who shares our dedication to customer experience and our ambition to never stand still.”

Mohammed Saddik Attar, Attar United Company’s CEO, declared: “I consider the opening of the country’s first A Lange & Söhne boutique a memorable and very special occasion. It is a testimony of this prestigious brand’s appeal among watch connoisseurs in Riyadh. This partnership reflects the serious and long-term commitment of both Lange and Attar United towards the goal to successfully expand the brand in Saudi Arabia”.