ROLAND VON KEITH 

CEO, GLASHÜTTE ORIGINAL

Glashütte Original was reborn after reunification but traces its roots to 1845. How do you see this blend of youth and heritage shaping the brand?

As you say, Glashütte Original is very much a blend of its rich heritage and modern technologies, innovative designs and fresh ideas generated by a new generation of young engineers and watchmakers. It was always important for us to look to the future, to identify new opportunities in the market and not become complacent and too satisfied with ourselves. We are proud to keep many watchmaking traditions alive and to celebrate our 180 years of history while remaining humble and dedicated enough to keep innovating and creating stunning new pieces. 

Many call Glashütte Original a guardian of German watchmaking. How do you keep that tradition alive while staying innovative?

There are several traditions I can think of. First of all, the tradition to invest in training and to place a special emphasis on the education of our future toolmakers, machine operators and watchmakers. The basis for our excellence are the skills and the knowledge of our staff, so operating our own school and training our own craftspeople is maybe one of the most important traditions that we cherish. Then, there are of course the typical Glashütte features and traditional finishings that characterise our watch movements; the three-quarter plate with accurate stripe finish, the single or double sunburst finish on various wheels, the polished and bevelled steel parts, the blued screws, the perfect perlage decoration that is entirely carried out by hand, the artfully engraved balance cocks and bridges … I could go on and on. In our watches, it is especially the combination of traditionally finished movements and unusual dial designs or bold colour choices that create a unique and lasting impression. It is the blending of centuries-old craftsmanship, fresh design ideas and useful functionality that is our recipe for success. 

Among Swiss giants, Glashütte Original stands apart for its “Made in Germany” craftsmanship. What defines the brand’s true value today?

There are several factors that define our value today. First of all, we have an incredible production depth of approx. 95%, which means that nearly all of our components are designed, produced, decorated and assembled in-house.  In addition to the movement parts, we also have our own dial manufactory in Glashütte that produces the most exquisite dials for our timepieces. On top of that, we have an uninterrupted and rich history that goes back to 1845; so we have a very long track-record of innovation, resilience, revival and excellence that our customers know about and admire. Being a German brand is another advantage as customers all over the world associate “Made in Germany” with high quality, reliability, user-friendliness and durability. Last but not least, we make sure that the expertise and skills of our current workforce is safeguarded and handed down to the next generation of watchmakers, toolmakers and precision mechanics. We not only have our own watchmaking school, we also go to great lengths to cooperate with local colleges and universities to recruit young talents in the areas of design, business, information technology etc. We also have a very competitive pricing strategy, which means that our prices are considered as extremely fair and favorable among watch connoisseurs. 

How do you balance appealing to long-time collectors and a new generation discovering fine watchmaking?

Our long-time collectors and young people just discovering fine watchmaking are obviously specific target groups we need to address differently in our marketing and communications efforts. For example, in the use of high-quality printed product catalogues on one side and the various social media campaigns on the other. Also, in terms of product strategy, we always aim for a balanced product range that comprises high-end complications such as tourbillon watches or perpetual calendars for watch connoisseurs as well as stylish and more casual watches that would appeal to a younger audience that is eager to experiment with bolder colours and unusual designs.

Being part of the Swatch Group must bring both opportunities and expectations. What benefits has this partnership offered the brand?

Being part of the biggest watch manufacturer in the world has a range of benefits; the financial investments that were made and that are still being made, the support of our marketing and sales efforts internationally, the exchange of expertise, useful contacts and market insights, the access to international distribution networks and media contacts etc. etc. Especially in difficult times, such as during the Covid pandemic a few years ago, we were glad to have a strong parent group in the background that helped us navigate this period of fear and uncertainty.

And how do you preserve Glashütte Original’s independent spirit within such a large global group?

Our DNA is very unique due to our complex history, our brand philosophy and our German roots. And although we are part of the big Swatch Group family, our spirit, our design language and our philosophy have remained intact and independent. The aim of the Swatch Group has always been to bring outstanding watchmaking brands together and let them shine individually; not to create lookalikes or copies of other brands. So it is easy to preserve our own identity and spirit simply by remaining true and authentic to what we have been doing for the past 180 years: excellent and innovative German watchmaking art. 

Since becoming CEO, what has been your guiding vision for Glashütte Original?

To take Glashütte Original into the future and to really unlock all the potential that the brand has still to unleash. Both in terms of product development, creative designs and geographic representation. I want Glashütte Original to be known and appreciated more widely, to enter new markets such as Mexico and India and to establish the brand with a new and younger generation of watch afficionados and collectors. 

How do you see innovation in technology and materials enhancing your watches without losing traditional artistry?

Innovating itself plays a huge part in Glashütte watchmaking tradition. Being just as good as the competition never was a viable option for the local industry. I therefore do not think that progress automatically counteracts tradition – as long as it’s done right and in a way that our customers actually see the benefits for themselves. If the old masters in the 1800s had access to silicon balance springs, you can be sure that they would have used them, and they definitely wouldn’t have shied away from being the first to do so. Staying true to tradition doesn’t mean that you should live in the past.

Glashütte Original’s watchmaking school carries a legacy from 1878. How vital is nurturing young talent to your future?

Teaching young talents, the craft of watchmaking is much more than an economic necessity for us. In our role as the successor of the historic watchmaking industry in Glashütte, it is our mission to preserve the knowledge, the skills and artistry of past generations for the future. The watchmaking school has also played an immensely important role in the development of Glashütte watchmaking since 1878 as it gave committed individuals a space for innovation, exchange of ideas and constant improvement. By keeping the same spirit alive today, we make sure that we do not just train talented watchmakers and toolmakers but tomorrow’s elite that will redefine what Glashütte Original is capable of technically.

What exciting developments can collectors and enthusiasts look forward to in the near future?

Without going too much into detail I can tell you that we are currently working one some really exciting pieces. We are noticing a strong demand for our high complication watches, and we want to continue to offer our collectors and loyal friends of the brand something really special – something that they haven’t seen before but still truly is a Glashütte Original. Rest assured; we are also not forgetting about our more accessible product range. Our novelties for 2026 will be just as striking design-wise as from a technical point of view.

Lastly, when you imagine Glashütte Original ten years from now, what do you hope people will say about it?

It is safe to say that Glashütte Original will still be considered a niche brand in ten years and that’s not bad at all. It means that people view Glashütte Original as a brand for the discerning watch enthusiast. I want us to continue doing what we do best and strengthen our global position particularly in the niche that people associate us with. If you ask anyone for the ultimate expression of German high-end watchmaking art, Glashütte Original should be the natural answer.