A. Lange & Söhne Datograph up/down "Lumen"

Multi-channel campaign film 2018

Night glowing watch magic

With the new Datograph up/down “Lumen”, A. Lange & Söhne succeeded in making almost the entire chronograph glow – even the date display, which can be charged in secret and thus glows green and fluorescent immediately after switching at midnight.

This is made possible by a semi-transparent sapphire crystal dial. Thanks to a patented coating, it allows exactly the light spectrum of the UV rays to penetrate that is necessary for the date discs of the outsize date to be charged during the day.

For the product campaign in the relevant social media channels, website and retail, the campaign film stages the topic of luminescence using multi-layered semi-transparent glass facets that gradually reveal the chronograph.

A. Lange & Söhne
concept and design;
3D watch visualization;
2D and 3D animation;
A. Lange & Söhne Datograph Lumen 2