I'm going to time this with my ula la. Yeah, he's serving purpose. That is the purpose.

That's worth the price of admission then.

Guys, welcome to another episode of Ben Climate Presents.

Today we are presenting the Lange episode.

With me today we have the CEO of a Lange and Son,

Wilhelm Schmidt, a longtime friend of mine and a friend of the show. You haven't been on any of our

publications or podcasts in quite some time, I think five years plus.

It's five years plus probably, yes. And a lot has changed in five years. Yeah I would say so yeah I mean we change permanently

But I think the last five years we probably changed even more than ever before. Yeah, so I think for the newer listeners of which there are many, you know, a lot of people are still discovering

Hodincki and watches in general, maybe give a little bit of background on your tenure

with the brand. Yeah. And then also how things have changed during your reign.

Look I arrived 2010 and I opened the second boutique in 2011 in the second boutique period.

period.

And then we opened once in a while a boutique but not many.

In those days it was predominantly press media, you know, it was magazines, it was newspaper, it was not so much digital because we always think digital has been around for so long factually, you know, back in 2011, 2012,

the majority of the interviews I gave

were with journalists at producing print magazines.

Right.

And they would take six weeks to get to print or longer.

Remember, that's why we had the pre-S-I-H.

So we always launched the watch, let's say in December, so that when the main event which usually took place in January

came up that you could occupy some space in magazines. I mean that's all obsolete today obviously. So a lot of things have changed but then you know came

...