Passing On The Fine Beauty Of German Watches Interview With Dieter Pachner, Global Vice President Of Glashütte

When it comes to Switzerland, people think of clocks, cheese and travel. For Germany, no one talked about the watch industry there a few years ago. But now everything has changed. The German watch, which is famous for its fine production and rigorous craftsmanship, is catching up and shaking the unique situation of a Swiss watch with its strong strength. Among them, the Glashütte brand has taken the lead.
As early as the 15th century, German watchmaking flourished, and in the 19th century, the town of Glashütte in Dresden became an important watchmaking region in the world. But the good times did not last long. The flames of World War II cut off this glorious history, and the manufacture of precision watches almost disappeared. Only after the fall of the Berlin Wall did a gradual recovery begin. To this day, in a town close to 5,000 people, it houses 13 watch companies and more than 1,800 employees. Glashütte also became synonymous with famous watches. The Glashütte brand’s factory is also located here, and inherits and carries forward the fine traditions of German watchmaking.
Many watch enthusiasts no longer keep their eyes on Switzerland, but instead go to the ever-expanding German watch market Taobao. They can even distinguish whether it is a German watch or a Swiss watch from the design and internal structure of the watch: the same as the Swiss watch In contrast, the ‘work’ brought by meticulous and hardworking Germans is usually more technical, the lines are tougher, the appearance is more concise, and it has a distinctive aesthetic. ‘The biggest difference between German watchmaking and Swiss watchmaking is the difference in watchmaking culture and watchmaking philosophy. Just like Porsche and Ferrari are top cars, but they don’t feel the same. German culture is not about shine, but on Simple design and practical precision. It must be recognized that top products can be produced under the guidance of different cultural backgrounds and concepts, but the focus of design and structure considerations will be different. ‘Dieter Pach Dieter Pachner told reporters.
Glashütte’s latest global tourbillon listed in China is the world’s first super-complex watch with a flying tourbillon, perpetual calendar, and universal time. It consists of 500 parts and can display the time in 37 time zones. . This watch is available in a limited edition of 25 pieces worldwide, at € 325,000 each. Since the veil was unveiled in March, reservations have been hot. ‘Glashütte has always had a tradition of making complex watches, such as the world’s first diary watch with an alarm that can be set within 30 days, launched in 2011, and a two-question pocket watch launched in 2010-Pocket Watch One, launched in 2009. German Observatory-certified watch, inverted movement watch launched in 2008, it can be said that Glashütte launches new movements and complication watches almost every year. This globe tourbillon watch is not only technically significant The breakthrough also proves Glashütte’s diligent pursuit of practicality as a watchmaking concept. ‘Dieter Pachner said.
‘For Swiss watch brands, Switzerland is not their largest market. But Germany is different. Germany is the engine of the European economy. The local economy is strong. At the same time, Germans are very enthusiastic about their brands. Therefore, for many German brands, As far as brands are concerned, their country is the world’s largest market, and so is Glashütte. ”Dieter Pachner said that at present, Germany is the number one market for Glashütte, but Glashütte is in China’s development is very good. In the five or six years when Glashütte entered China, the brand has opened more than 30 boutiques, and opened two brand-owned boutiques in Shanghai and Beijing. In the next 5 years, the brand will increase investment in China and support Glashütte’s development in China in all aspects.
As a luxury watch brand with a small production volume, Glashütte’s current output is obviously far from meeting the needs of the global market. ‘The increase in production requires step by step, because the training of qualified watchmakers does not happen overnight. Although Glashütte has its own watchmaker school, it can only train up to 15 watchmakers each year. Therefore, in the future, For some time, consumers will have to wait to get their favorite Glashütte watches. ‘Dieter Pachner said.
As a German watch brand, the Swatch Group, which is dominated by Swiss watches, looks a bit “single and shadow”, and many people worry that research and development and marketing will be affected. In response, Dieter Pachner said that if a brand is not in a large group, it is difficult to develop in the industry. The Swatch Group has provided a lot of help to Glashütte, especially in the entire distribution field and market support field, which has great benefits for brand development. ‘And, with the strong support of the Swatch Group, the Glashütte brand has built another factory in the town of Glashütte to prepare for increased production.’