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The Shand Group, a well-established marketing and advertising agency, announced the addition of high-end watch manufacturer A. Lange & Söhne to their client roster. Known best for innovative marketing tactics, award-winning ads and high level of client services, The Shand Group was officially named as the marketing and public relations agency for A. Lange & Söhne in Glashutte, Germany, on August 13. Representation began September 1.A. Lange & Söhne, the most prestigious name in German precision watch-making, was founded in 1845 in the Saxony region of what was later to become East Germany. The Lange family closed the factory during Soviet occupation, and the company re-emerged on the market 13 years ago, after German reunification. Since then, A. Lange & Söhne has received more than 44 awards, including 21 "Watch of the Year" titles, some of which have even come from the Swiss watchmaking industry, which very rarely acknowledge other watchmakers."We are all excited about the opportunity to represent A. Lange & Söhne in the U.S. Lange is arguably the world's best watch, but most Americans have not yet been introduced to it." said Bobby Shand, president. "It's a wonderful fit for us, given our knowledge and understanding of the high-end consumer, as well as our experience in marketing fine jewelry and watches."The Shand Group also represents Platinum Guild International USA, the marketing arm for Platinum in the United States, and has been responsible for building other notable watch brands including IWC and TAG Heuer.9/16/03

Going back to the operation of the clutch systems, once the split-seconds wheel has been grabbed and stopped by thescissor arms, the clutches must be disengaged in order to stop the flow of power to both the split minute and secondshands. This must happen after the scissor arms do their bit, but only a fraction of a second later. So here, in the photoabove, we get a view of the clutch mechanisms and their engagement and disengagement operation. "A" isthe lever that controls the engagement/disengagement of the clutches. There are two sets of three teeth (B and B')at either end of the lever "A" that are responsible for hooking onto the very fine teethof the clutch release wheels C and C' and turning thewheels in a counterclockwise direction about 30 degrees and thus disengaging both clutches instantly and simultaneously.Of course, when the split button is pressed again, the scissor arms release the split-seconds wheel, the clutches areengaged, and the split hands (minute and seconds) are instantly in perfect synchronization with their partners that havebeen happily recording the main event undisturbed. Imaginative and ingenious indeed!One final observation. We’ve talked a lot about the how the Double Split works. There is however a lot more toa fine watch – the time consuming hand-work that goes into the finishing of the components, each and every miniaturepart. Please have a very close look at this photo, at the graining, beveling, polishing, and even the sides of the leversand springs and try to imagine the time it takes a person to accomplish these standards of personal artistry that onlyhuman hands can bring to life. I strongly suggest you have a look at this animation provided by A. Lange & Söhne, you will certainly get aclearer idea of the A. Lange & Söhne Double Split and its special qualities.