1. Overview of DUG Glashütte
Founding - DUG Deutsche Uhrenmanufaktur Glashütte GmbH was founded in 2022 in Glashütte, Saxony, and officially launched in December 2024. The company combines traditional watchmaking under the Glashütte seal with modern, direct sales. The aim is to offer high-quality Glashütte watches at an affordable price.
Brand philosophy - DUG Glashütte stands for traditional craftsmanship combined with modern sales channels. Direct sales bypass middlemen, so the focus is on high-quality materials and excellent workmanship. Customers receive a Glashütte watch without the price markup for expensive stores or elaborate advertising campaigns.
Managing director and founder Toni Brodführer says: "Watches from Glashütte have been a symbol of quality since 1845. What we are doing is new: We don't want Glashütte to remain a luxury for the few. We offer a genuine Glashütte watch for a really good price. To achieve this, DUG invests all its effort where it matters - in the watches: in materials and craftsmanship. At the same time, we can keep the price low for watch lovers because we address them directly. With us, you don't pay for wood-paneled shops in prime locations, big advertisements, or celebrities."
Target group and market positioning - DUG is aimed at watch lovers who value traditional craftsmanship and at the same time appreciate an outstanding price-performance ratio. The brand positions itself as an accessible alternative to established luxury brands in Glashütte
Distribution -
PRODUCTS
DUG Purist Type 1 & 2 - To start with, DUG is offering the "Purist" model on its website www.dug-glashuette.com. Despite an initial price of 999 euros, the automatic watch in the timeless design of a 40 mm x 10.95 mm case has the quality of the Glashütte seal and elaborately finely machined components such as the rotor and an elaborate finish. The luxurious details such as the applied indices, the structure of the dial with a manually color-adjusted date disc and the double anti-reflective coating of the sapphire glass make it clear even to laypeople that the timepiece offers something far above the price segment. In close cooperation with the scene, the features that make a watch not only beautiful but also robust for everyday use were also implemented: 100 meters water resistance, quick-change system on the strap and extra-strong luminous material.
https://dug-glashuette.com/pages/die-entwicklung-der-purist
Expansion of model range -
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