Master of mechanics

Glashütte Original stands for innovative watchmaking art like hardly any other manufacture from Germany. Roland von Keith, Managing Director of the tradition-steeped brand, talks about technical sophistication and emotional components.

With roots that go back to 1845, the Glashütte Original brand has already survived a number of difficult times. But the past year was a challenge for the entire watch industry how has the market changed?

Due to the pandemic, many personal encounters with customers, dealers or the press have naturally been lost. Here we have to find new solutions to keep in touch with our target groups. In addition, due to travel restrictions, tourists are missing in many places, so the focus has shifted to closer contact with local customers.

A trademark is that only mechanical watches with in-house calibres are produced - do you recognise a newfound interest in mechanics among your clientele here?

No, our high level of competence in movements has always distinguished us.

Why do you rely on such a large proportion of components that come from your own manufacture - with an average of around 95 %, this is unusually high even in the premium market...?

This is one of our USPS that we are particularly proud of. As a manufacture, we stand for traditional watchmaking, but also for innovative production.

In addition to the mechanics, the design is of course not to be neglected: With the “Sixties Chronograph”, for example, you go for vintage charm?

We have defined design codes for each of our collections and always want to convey a special attitude to life with our timepieces and emphasise the personality of the wearer. The “Sixties Chronograph” reinterprets the lifestyle of the 60s, among other things through the dark green dégradé dial.

To put it provocatively: Is a certain longing for the past also the salvation of the future for the industry? As we all know, the demand for a mechanical watch is limited by mobile phones and smartwatches?

Mechanical timepieces are a very emotional product that reaches customers on a different level than a smartwatch, for example. A mechanical watch is an enthusiast’s product, and as long as there are people who appreciate craftsmanship and the level of technical sophistication, there will be a market for it.

“Our customers are not only enthusiastic about the design but also value the high level of handcrafting in a movement,” Roland von Keith explains the fascination of Glashütte Original.

For modern dandies: The “Sixties Chronograph” from Glashütte Original in the 2021 annual edition has a handmade movement and is visually impressive with its dark green dégradé dial.