Press Kit Event June 2025

State Secretary Kralinski visits the Deutsche Uhrenmanufaktur Glashütte (DUG)

On June 14, 2025 , State Secretary Kralinski visited the Deutsche Uhrenmanufaktur Glashütte (DUG) to learn how traditional Glashütte watchmaking craftsmanship is being made accessible to more people through digitalization.

After several years of planning, DUG launched in December 2024 as the eleventh manufactory in Glashütte with a novel approach: The mechanical watches are manufactured at Glashütte workbenches by experts with a high proportion of manual labor according to the high standards of the Glashütte Ordinance, but all supporting processes are digitalized.

DUG's sales are handled directly through the website www.dug-glashuette.com. There, customers can configure their own watches. Customers can also communicate via Instagram. This allows DUG to receive feedback and requests directly from customers and the industry, and maintains constant personal contact with them.

This allows DUG to offer high-quality Glashütte watches at a much more affordable price than was previously possible, offering its customers direct contact with this emotional product. This new approach has garnered considerable attention not only in the German industry, but also in many other countries, as evidenced by an article in British GQ and orders from the USA, Japan, and Dubai. Since its launch, DUG watches have consistently sold out.

Thomas Kralinski, State Secretary in the Saxon State Ministry for Economic Affairs, Labour, Energy and Climate Protection:
"Glashütte is the cradle of German watchmaking and enjoys an excellent reputation worldwide. Timepieces of outstanding quality have been created here since the 19th century. With the new watch manufactory, this tradition can be experienced by even more people. DUG innovatively combines traditional Glashütte craftsmanship with digital distribution channels – a strong example of Saxon entrepreneurial spirit.
And because the future needs origins, the Free State of Saxony has advocated for the protection of the 'Glashütte' designation of origin and the assurance of high quality standards. This designation of origin has been legally protected since 2022."

Founder Toni Brodführer demonstrated to State Secretary Kralinski and German and international journalists how individual components are hand-decorated in Glashütte. The tour of the company headquarters currently under construction in the center of Glashütte, with demonstrations of upcoming DUG models, provided a glimpse into the future. In summer 2025, DUG will launch a diving watch and a smaller version of the Purist line.
Founder of the DUG, Toni Brodführer:
"I'm very pleased with the success DUG has now achieved since its launch, after years of planning. Through our direct contact, we can not only keep the watches affordable for many people, but also tailor them to our customers' wishes. The next step will be market entry in the US and other countries. We are currently setting up a headquarters in the heart of Glashütte to accommodate the additional capacity."

The event ended with the ceremonial inclusion of the DUG brand in the permanent exhibition of the Watch Museum by the director Dr. Molzahn .

Mayor of the city of Glashütte, Sven Gleißberg:
"This year, Glashütte looks back on 180 years of watchmaking tradition—a history characterized by craftsmanship, innovation, and a bold entrepreneurial spirit. With the founding of DUG, this legacy is being continued in a contemporary way. It exemplifies the dynamism and diversity that characterize all eleven manufactories currently located at our site. This fits with our motto: Glashütte...where time lives!"