Rolex vs. A. Lange & Söhne - Who's the Better Watchmaker?
A small underdog fighting against a powerful giant.
This is how it may seem if we compare the luxury watch manufacturer Rolex, with a turnover of multiple billions every year, to A. Lange & Söhne, a rather small watchmaker from Germany.
Which brand can trump the other in what category? Today we compare the two brands directly.
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In a direct comparison, it seems as if Rolex might win the race. Rolex is one of the biggest watchmakers with a multi-billion yearly turnover. On the other hand, A. Lange & Söhne is a small watchmaker from Germany that produces just 5,500 watches each year. However, these few watches are among the most complicated in the world, with complications Rolex can only dream of.
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History and tradition
Let's first look at a few historical points for comparison, before comparing all the luxury watches you need to know of the two brands.
The history of Rolex began in 1905, when Hans Wilsdorf founded the brand Rolex. At that time, the young watchmaker pursued the vision of the wristwatch from the very beginning and did not believe in the continuation of the pocket watch, which was predominant at that time.
A. Lange & Söhne is a highly respected watch brand from the small town of Glashütte in the "Erzgebirge" in Germany, whose origins can be traced back to 1845. To be exact, Ferdinand Adolph Lange opened his workshop on the 7th of December in 1845. Over the years, the brand has established itself as it became known for innovative solutions and excellent movements.
Rolex, on the other hand, also made rapid development. The concept of the wristwatch became more and more prevalent from the 1920s onward, while Rolex's ingenious marketing and innovative advancements over the decades helped it achieve great popularity. Over time, the brand with the golden crown also made significant developments in watchmaking as well as in the fabrication of the overall watch, that significantly influenced the watch world.
A. Lange & Söhne grew a lot in the first couple of years. It wasn't long before the manufactory's good reputation extended beyond the borders of the German Erzgebirge. However, the brand would soon be faced with a very difficult time. After the Second World War, A. Lange & Söhne was forcibly expropriated, as the company was located in the then GDR and had to submit to the communist regime of the Soviet Union.
It was only after the reunification of Germany in the 1990s that the rightful owners were able to take over and reestablish the brand. After the relaunch of A. Lange & Söhne in 1994, things went steeply uphill in terms of watchmaking and development. First came the legendary Lange 1 and many other remarkable models followed, but more on this later.
Rolex, on the other hand, was lucky enough to be located in Switzerland, which meant that it didn't suffer as much under both world wars, further strengthening their position on the global market. In the last 25 years, they also made great strides in watchmaking. For instance, the Swiss watchmaker was able to introduce its own chronograph caliber for the Daytona in the early 2000s, getting rid of the old caliber that was based on the Zenith El Primero caliber.
In a way, we could say that A. Lange & Söhne is the older brand, but nevertheless, it is also a relatively young brand due to its history, considering its reopening. Rolex, on the other hand, did not have to struggle with these limitations and was therefore able to develop magnificently over a century and without question had the greater influence on the entire watch industry. So you have to give Rolex credit for possibly playing the most decisive role in the history of the watch industry. However, unlike Rolex, A. Lange & Söhne has been able to make some big developments in the short time since it was newly founded.
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Watch comparison
So the question about the history of the two brands would now be settled, but what about the different watches?
In the meantime, both watchmakers have created numerous watches that are worth noting.
The number of different watches from Rolex is in a way astounding, but on the other hand, it is also very limited. But still, there will be something for every preference. There are some classic watches, namely the Day-Date and Datejust, which mostly come with a metal bracelet and have a more elegant style.
Then there are various sports watches. With colorful ceramic bezels, such as those on the Submariner or GMT-Master II, these watches are among the most popular Rolex watches. There are also particularly robust watches like the Rolex Explorer and the Milgauss for all adventurers out there. Next, there is also the Sky-Dweller, which can not only display a second time zone but also has an annual calendar. Last but not least, and never to forget, is probably the most popular model, the Daytona racing chronograph.
But if this is all too much, there is also the plain Oyster Perpetual, which is a popular entry-level model.
Overall, the Rolex product range is so broad that there is something for everyone. However, it is also not too large, and besides that, all watches follow a certain style, making them all look a little bit the same.
At A. Lange & Söhne, on the other hand, it is noticeable that the mechanics of the movement are much more present and a lot of attention is paid to showcasing them.
Currently, there are only six different collections in the current product portfolio of the German watch manufacturer. It is noticeable that the appearance of all their watches is somewhat similar. All of them have a round case and in most cases a leather strap. The diversity is reflected in the complications, while each model has its own motto. But overall the style of A. Lange is much more traditional than that of Rolex watches.
With the Lange 1, the first watch from after the reopening, old tradition was supposed to tie in with new technology. Its highly complex movement allows for different complications depending on the version of the watch. In general, the brand expresses its individuality mainly through these great complications and less through different watches.
There is also the 1815, which is a more traditional model. In contrast, the "Saxion Addy" watch tries to combine modernity and tradition.
Furthermore, there is the "Richard Lange," a quite simple watch that is easy to read but still comes with a lot of style and elegance.
If you're looking for a watch on a metal bracelet, the Odysseus is the one for you. It is a bit more sporty and younger than other Lange watches.
But the most unusual watch in their lineup must be the Zeitwerk. A watch that displays the time digitally but is still powered by a mechanical movement. This watch is so unique that we have written a separate article about it. Learn more about this watch in "The Zeitwerk from A. Lange und Söhne."
After all, the product range of A. Lange & Söhne is much deeper, which means that they have countless versions of one model. In this regard, A. Lange und Söhne is similar to Audemars Piguet; in the comparison of AP and Rolex, we have come to the same conclusion that Rolex has a wider product line instead of a deep one such as A. Lange and AP.
This is because Rolex wants to appeal to a very large target audience with a wide range of watches from different sports and backgrounds. Ultimately, Rolex's product variety is greater. This concept is ideal for generating a large number of sales. A. Lange and Söhne offer exclusive craftsmanship in low quantities, making it even more unique.
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Production Rate
While we're on the subject of commercial aspects, let's take a look at the number of watches produced by the two brands.
A. Lange & Söhne is a small watch manufacturer that produces exclusively in Glashütte, Germany. The brand produces about 5,500 watches per year, generating a turnover of around one hundred million euros. As it seems, they have no significant interest in increasing their production; they would rather keep their focus on the quality of their watches.
The size relationship between A. Lange und Söhne and Rolex only really becomes clear when we realize that A. Lange & Söhne's sales do not even account for one percent of Rolex's sales. The Swiss watch giant is estimated to have a turnover of around 13 billion each year. With an estimated one million watches produced, the company already sells quite a lot of watches. However, since the hype around Rolex has gotten bigger and bigger over the last couple of years, Rolex wants to expand their production. In addition to their other factories where Rolex watches are produced, Rolex plans on building a new facility to increase the annual production of Rolex watches.
In commercial terms, almost no watch brand is as successful as Rolex. The brand with the golden crown produces a relatively large number of watches and can thus simply achieve gigantic sales.
A. Lange und Söhne is limited to a much smaller production. Quantity is not necessarily the deciding factor, but in this comparison, Rolex is clearly superior, at least in terms of numbers.
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Design
Of course, the design question is debatable; aesthetics is in the eye of the beholder.
If we take a closer look at the design language of the two brands, we notice that Rolex's design is more unique than the more classic design of the A. Lange & Söhne watches. The brand plays with its typical characteristics: the golden crown, the fluted bezel, their Rolex Oyster bracelet, the cyclops eye, as well as the colorful ceramic bezels. These are all typical attributes that almost everyone associates with the brand Rolex and that even other brands adapt.
At the same time, the entire lineup of Rolex watches is very appealing, without anything too extraordinary; they just give off a coherent overall image, which makes them the perfect wristwatch for everyday wear.
A. Lange & Söhne's design, on the other hand, is much more subtle. In a way, it does not have that big of a unique selling point, at least not when it comes to the case and the strap. All watches are round and usually have a leather strap. The brand expresses itself mainly through its dial. Their dials are often refined and highly complex in their design. Thus, they are either skeletonized or show certain complications. You won't find that with Rolex. Overall, this design is unlikely to be as popular as the Rolex one. Because the latter is more suitable for the masses. But we have to say that for real watch enthusiasts the design of A. Lange’s watches is probably even more appealing.
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Technology and quality
When it comes to watchmaking and overall quality, it must first be made clear that both watchmakers excel in this area and have ultra-high standards. You can be sure that every watch that leaves their factory is impeccable and functions flawlessly.
Rolex, with its superlative chronometer, has even set its own specially imposed quality standards that go far beyond the usual chronometer certificate.
And A. Lange & Söhne also maintains the very highest standards for itself. This factor is difficult to measure, but possibly A. Lange & Söhne might even be a bit ahead in terms of watchmaking. Because the brand focuses more on the quality of their very few watches, which are produced with the utmost care and all produced within their own workshop.
When we look at the movements, the two brands differ fundamentally in one aspect. In regard to their movements, they have set their focus on different areas.
Rolex movements are not too complicated, but they are extremely efficient, very robust, and ultra-reliable. With a Rolex movement, you almost never have trouble, and you can be sure it works. Rolex just perfects the normal movement.
A. Lange & Söhne is much more interested in the artistic side of watchmaking. There is hardly a complication that you won't find in their watches. Complicated technology is what they excel at. These movements are very complicated, consisting of hundreds of individual parts. This makes these watches more vulnerable and sensitive. The watches from A. Lange & Söhne are just not sports watches, but rather elegant dress watches. For example, it is not recommended to go swimming with an A. Lange & Söhne. However, this does not mean that the watch is of inferior quality, but rather that it is made for other purposes. If you take a look at the movements of A. Lange & Söhne and then compare them to the ones of Rolex, you will know exactly what we mean by this.
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Brand Image
In terms of brand image and external perception, the two brands probably differ the most.
Rolex has a super loud image that screams for attention. Their phenomenal marketing is the main reason why everyone knows the iconic crown. For many people, a Rolex means prestige and money. Thus, many wear a Rolex as a kind of status symbol. Not everyone, but a lot of people wearing a Rolex want you to see that they are wearing an expensive luxury watch, or rather that you associate them with the attributes that come with a Rolex as well as, for example, money, power, and status.
A. Lange & Söhne is much more subtle. If you wear such a watch in everyday life, you will rarely get compliments for it. Most people don't have any clue about what this watch is all about. However, among enthusiastic watch fanatics, you will probably not be able to save yourself from compliments. After all, people who are familiar with the subject matter hold the brand in the highest esteem.
In the end, it's a matter of personal preference which brand you prefer. Personally, we think the subtle understatement of A. Lange & Söhne is much more appealing and desirable than the sometimes very loud and striking image of Rolex.
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Prices and Value Development
Last but not least, let’s talk about money.
While A. Lange & Söhne produces just a few watches every year, they sell them in a very high price segment. Rolex, on the other hand, has a much higher production volume and sells their watches at a very wide price range.
A. Lange & Söhne watches can quickly be in the six-figure range. One can get the most favorable Rolex, however, already for a list price, which amounts to around 5,000 euros.
But this is by no means to say that the brand with the golden crown is cheap. On the contrary, the most expensive Rolex, the platinum Day-Date set with baguette diamonds, is also above the 100,000 euro mark.
Nevertheless, it is clear that A. Lange & Söhne and Rolex play in different leagues in terms of price. Because while you can definitely get hold of some Rolex watches below 10,000 euros, you won't find anything at this price at A. Lange & Söhne.
In terms of performance, things look different again. Rolex watches enjoy enormous hype. The demand is greater than the supply, and therefore their watches are trading for a much higher price than the actual list price. Besides that, there is a waiting list for Rolex watches that you have to endure in order to buy a watch from the concessionaire. It's not uncommon for certain Rolex Daytonas to trade for many times their list price, with waiting periods of up to 15 years.
With A. Lange & Söhne, things are different again. Although the brand has some sought-after models, the target group is never going to be as large, which is why the rush for their watches is not as huge. This is also reflected in the gray market price. After all, the gray market price is rarely above the already high list prices. Nevertheless, the models are relatively stable in value. In addition, there are rare special editions that are also traded at higher gray market prices. Nevertheless, A. Lange & Söhne watches cannot even begin to keep up with the value development of Rolex watches, at least for the non-limited watches.
So it can be said that A. Lange & Söhne watches are priced much higher than Rolex. However, Rolex generally has the much better performance. So if you want to buy your watch as an investment, you should always choose a Rolex over an A. Lange & Söhne.
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Overview and Conclusion
Since we've talked about so many different aspects, with so many things speaking for and against each brand, we've made a table to give you an easy overview once again.
| Rolex | A. Lange & Söhne | |
| History | Their glorious history significantly shaped the watch industry | Traditional company since 1845, but the brand was affected by the Second World War and had a long "break" (re-established only in 1994) |
| Models | Very large variety of watches | Six models with numerous complications, all rather elegant, only one sporty watch, |
| Watches Produced | Approx. one million watches per year | Approx. 5,500 watches per year |
| Design | Many different designs with a high unique selling proposition (fluted bezel, cyclopean eye, oyster strap, ceramic bezel) | The individual design is expressed more through the mechanics and through the complications and the dial |
| Movements | Very robust, precise, but not too complicated | Extremely complex, more prone to problems |
| Brand Image | The most famous luxury watch brand in the world, high recognition value | Subtle image - recognition value only among watch enthusiasts |
| Prices & Development | Prices are between 5'000 and 100'000 Euro. Great Development | High priceclass. Good value-stability. Great development of selected Watches. |
It can be said that both brands are excellent in their own unique way. But going back to the comparison, it can be said that Rolex is simply the more mass-appealing brand, achieving greater fame among the masses and much greater sales.
A. Lange & Söhne, on the other hand, operates more in a niche market and gets very great recognition within it for doing so. Their movements are outstanding and impressively beautiful.
To come to a conclusion, one has to admit that at least from an objective point of view, Rolex is the better brand when you compare them on paper.
However, being a small watch manufacturer that isn't always in the spotlight is not necessarily a bad thing.
From a watchmaking standpoint, A. Lange & Söhne is one of the most remarkable luxury brands around. We are convinced that their movements are excellent in their function as well as in their aesthetics. Rolex can't compete with that.
When it comes to the design, we like the visual appearance of most Rolex watches a bit better than the design of A. Lange & Söhne. Because the latter sometimes does look a bit simple-minded, if you leave out the dial composition.
But overall, we are big advocates of both watch brands and it would be hard for us to decide for one of the two brands if faced with the choice.
Which brand would be the one you would choose if you had to? - Leave a comment down below.
About the author
Alexander Weinberger
For me, the most fascinating thing about watches is the interplay between precise craftsmanship and artistic development. In a watch movement, hundreds of small parts have to be put together precisely so that they form a large whole.
