As many other luxury watch brands, A. Lange & Söhne collaborates with many prestigious organizations and venues such as car racing and other sports. This year, A. Lange & Söhne was the official supporter of an exclusive race of classic cars, the Concorso d’Eleganza Villa d’Este. These two trademarks have a long history of collaboration with A. Lange & Söhne being the third-time sponsor of the event. The 2014 race was held in the style of the “Roaring Twenties”, which created a persuasive authentic atmosphere of the event. Hence, to be in line with the trends of the 1920s, the organizers of Concorso d’Eleganza Villa d’Este chose “The Great Gatsby” theme for the overall arrangement of the event.
In 2014, the place of conducting the race was selected in Cernobbio, a place where Grand Hotel Villa d’Este is located. The judges’ panel is represented by experienced and honored experts headed by the event’s President Lorenzo Ramaciotti performing exclusive judgment for the Best of Show prize, the BMW Group Trophy. The landscape of the location was highly picturesque, with the hotel’s positioning on the banks of Lake Como. Everything reminded the spirit of Hollywood films of the 1920s, with the lavish and glittering aesthetics of post-war luxury in the aristocratic society. The images from F. Scott Fitzgerald’s screenings came to mind, and were used in the arrangement of supporting events and selection of vehicles for the event. Paying tribute to Fitzgerald’s 1925 novel, the race’s organizers paid special attention to hosting an exhibition of Rolls-Royce cars to celebrate 110 years of flawless performance in production by this car manufacturer.
A. Lange & Söhne obviously became one of the central figures during this racing event in Cernobbio, since it also serves as an additional embodiment of simplicity, elegance, and passion for luxury of the “roaring twenties”. According to many experts, this trademark’s commitment to developing and promoting cultural events in Europe is embodied in its long-term support for the Concorso d’Eleganza Villa d’Este racing competitions. As clarified by the A. Lange & Söhne luxury watches producer’s representatives, production of expensive, luxurious cars, and manufacture of high-end luxury watches have for a long time been keeping pace with the latest developments of technology and design around the world, which allows drawing interesting parallels between the industry of luxury watches and luxury cars. A passion to classics is another unifying point between A. Lange & Söhne and Concorso d’Eleganza Villa d’Este, making the event so actively attended by experts in classics and appreciators of good old classics in design.
In support for the Concorso d’Eleganza Villa d’Este event, A. Lange & Söhne has created a special model of high-end luxury watches to become a symbol of the motor competition. It acquired the title of LANGE 1 TIME ZONE, and its caseback contains an original engraving combining the name of this luxury watch brand and the competition. This watch was presented to the winner of the racing contest as a valuable prize symbolizing the dedication of A. Lange & Söhne to promotion of European culture.