A. Lange & Söhne - Curtain up for act two
A. Lange & Söhne is extending its involvement in the Salzburg Festival for a further two years. The renowned German watch brand has provided support for operatic productions at the Salzburg Whitsun Festival since 2007. Under the musical directorship of Riccardo Muti the Salzburg Festival has quickly succeeded in establishing itself as a world-class event that has proved to be an extremely attractive communication platform for the sponsor. It comes then as no surprise that Lange CEO Fabian Krone sees it is as important, particularly at this time, to continue the successful collaboration:
“Both the Salzburg Festival and A. Lange & Söhne have been able to establish themselves so effectively as brands because they have succeeded again and again in inspiring people with imagination and new ideas based on solid handcrafted foundations. At a time when the economy and cultural life are faced by huge challenges, it is particularly valuable to promote dynamic developments – whether these are innovative products or dramatic productions that open up new perspectives.”
Through its activities in the cultural sphere A. Lange & Söhne demonstrates its sense of social responsibility and its promotion of the partnership of business and culture. Each of its sponsorship projects has a common theme – the development of new ideas through the maintenance of traditional values. In addition to the Salzburg Whitsun Festival, Lange also sponsors the Dresden State Art Collections, one of the most important museum groups in Europe, which provide a constant stimulus for intercultural dialogue with international exhibition projects.