A Lange & Sohne & Sincere Fine Watches to jointly launch the week-long Multifaceted "House of Lange" Programmes at Singapore’s Sentosa Island (9th to 15th October 2006)
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In what will be the most ambitious project ever jointly organised by the German high-end watchmaking house A Lange & Sohne & Leading haute horlogerie retailer Sincere Fine Watches. Selective journalists, Sincere staff and watch enthusiasts in the South East Asian region will have the opportunity to visit the multifaceted informative, educational, training and exhibition programme to be held in ’The Arches’ at the Sentosa Island in Singapore.
The invitation only project code-named "House of Lange" will be opened to Watch Specialist journalists (9th to 10th October 2006), Sincere Staff (11th October 2006), lifestyle journalists (12th October 2006) and pre-registered - customers, watch enthusiasts and members of the public (13th to 15th October 2006).
The Arches at Sentosa Island, Singapore.
From the documents exclusively obtained by the Revolution team, the intented objectives of the week-long events can be summarised as:
- To create a platform to immerse into the world of Lange to educate, engage and to provide a deeper insight to the brand.
- To showcase the brand’s deep heritage through the Lange collection and museum displays.
- To demonstrate the intricate fine watchmaking and how Lange remains true to the tradition of watchmaking over the years of establishment.
- To continuously create brand interest beyond the existing hard core Lange customers.
- To heighten brand visibility and strengthen Sincere’s position as the watch specialist in the region.
- To present Lange through a setup akin to Dresden art galleries with its collection and museum displays that will aptly reflect the deeply-rooted heritage and tradition of German high watchmaking.
- To create a conducive environment for learning and engage the visitors through interactive stations to expound on the complexity of movements to allow enhanced comprehension and greater appreciation.
The House of Lange Programmes will include:
Museum Displays:
Extensive lange Collection including Lange pocket watches, highlighting key pieces that shows the progress and growth of the brand which remains true to the tradition of fine watchmaking.
Horology Workshop, Theory Training by Joanna Grimben:
An amazing 6 hours training for selected Singapore, Malaysia, Indonesia, Thailand and Hong Kong Sincere staff on Brand values & DNA, heritage and tradition including Product Workshop and Interactive Live Demonstration. To enhance comprehension, understand the complexity of movement, develop greater appreciation for the fine art.
Computer mock-up training room.
Technical College:
An in-depth explanation to engage, enlighten and educate the visitors on
- Complexity of movements
- The Science behind mechanics of a timepiece.
- Understand innovation and technology behind examples like Fusee-and-chain, Big Date, Zero-reset mechanism, tourbillon & Datograph etc.
The "House of Lange" Brochure.
Interactive Stations:
Interactive demonstration of wide-ranging pertinent subjects by the Lange watchmakers to display the intricate craftsmanship involved in putting together a watch and an opportunity for visitors to hands-on with available sample pieces possibly including the following interesting activities:
- Pressing the jewel into differential bar.
- Identify and screw weight screw onto rim of balance.
- Pick up the balance stud with tweezers.
- Removal of mainspring from barrel and subsequent assembly.
- Engraving of a design onto a copper plate.
- Engraving of a design onto a balance cock.
- Perlage of a German silver plate.
- Flat polishing of various parts to remove scratches.
- Beveling at 45 degrees.
- Contour graining.
Good chance to try out assembling a Lange movement, you won’t get to assemble the Tourbillon cage though 
Team Horological Workshop for Sincere Staff with incentive for the winning team:
Design your own Lange, Experience sharing and Role Playing.
Media Showcase and experience for Singapore, Malaysia and Indonesian Media:
- Various interesting activities including Guided Tours, interactive activities and Technical College.
Computer mock-up of the Museum Displays.
Talks by Sincere Watch Academy’s Patrick Tan, Museum Tours, Horological Workshop and Live Demonstration of Crafts for pre-registered customers, watch enthusiasts and public:
If you have not received your invitation yet, interested members of the public & Friends of Revolution can email to jaw @ revolution - press . com and sutjahjo @ gmail . com your Full Name, Mailing Address and your Cell Phone number for pre-registration. (or you can visit here )
For those who are already invited, you might have received your manually-signed Letter of Invitation (invitations are still being mailed, note different dates for different categories of pre-registered guests),
and your Lange/Sincere Passport with hand-written details
Do Dress and groom your best and bring along your "House of Lange passport". You are hereby promised by the organisers interesting and fun "Passport" issuance procedure, "Immigration Check-point" and "border crossing" experiences.
This "House of Lange" programme was first hinted in our interview with Lange Uhren CEO Fabian Krone.
For preparation work on "House of Lange" first day (9th October 2006), click here.
See also Kok Choon’s and Zach Toh’s reports