In the esteemed landscape of German watchmaking, a new name has emerged, marking a fresh chapter in a legacy spanning nearly two centuries. 

And as a huge advocate for getting German watchmaking the attention it deserves, seeing young Glashütte-based brands emerge and stay true to their roots makes our ever so boring hobby more exciting.

Deutsche Uhrenmanufaktur Glashütte (DUG), launched in December 2024, represents the eleventh manufactory to join the ranks in Glashütte – the German horological Mecca. This brand is built on a foundational respect for the traditional craftsmanship and exacting standards that have long defined Glashütte watches, while embracing a forward-thinking approach to make these exceptional timepieces more accessible to a contemporary audience. DUG’s vision is to bridge the heritage of traditional artistry with the efficiency of modern digital channels (being cool AF), offering a direct and engaging experience for watch enthusiasts worldwide.

However, this article is about how, on June 14, 2025, DUG had the opportunity to make a more permanent move to solidify its position in German watchmaking history.

An event was held in Glashütte to welcome State Secretary Thomas Kralinski of the Saxon State Ministry for Economic Affairs, Labor, Energy, and Climate Protection. The visit provided an opportunity to demonstrate how DUG is leveraging digitalization to broaden access to traditional Glashütte watchmaking.

While the mechanical watches are produced on Glashütte workbenches by skilled experts, maintaining a high degree of manual work and adhering to the stringent standards of the Glashütte Ordinance, all supporting processes are digitalized. Sales are conducted directly through the DUG website, where customers can configure their watches to their own personal configurations.

This model allows DUG to offer high-quality Glashütte watches at a more accessible price point than previously possible, fostering a direct connection between customers and these esteemed products. Because yes, availability to clients is cool guys.

Founder Toni Brodführer provided State Secretary Kralinski, along with German and international journalists, including my friend Knud, a firsthand look at the intricate hand-decoration of individual components. A tour of the company’s new headquarters, currently under construction in the heart of Glashütte, included a preview of upcoming DUG models. DUG plans to launch a diver’s watch and a smaller version of its Purist line in summer 2025. Stay tuned for my review on that.

“I am very pleased with the success that DUG has now had since its launch after years of planning. Thanks to our direct contact, we can not only keep the watches affordable for many people, but also tailor them to the wishes of our customers. The next step will be to enter the market in the USA and other countries. We are currently setting up a company headquarters in the heart of Glashütte to accommodate the additional capacity”  

Toni Brodführer 

The event concluded with a ceremonial inclusion of the DUG brand into the permanent exhibition of the Watch Museum, presided over by Director Dr. Molzahn. And THESE are the big news. Because, as cool as being digital can get, nothing beats the true, real life connection you get from seeing something in real life. It instantly signals to our brains that it’s rock solid and not going anywhere.

I’m very happy for Toni and the whole DUG team. You guys know how much heart I put into discovering new and young brands, and this one is such a delight. Thank you Knud for putting me on! Haha…