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Union Glashutte

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uuid003jbmi

Namestring
Union Glashutte
Legal namestring
Union Uhrenfabrik GmbH Glashütte/Sa.
Websiteurl
union-glashuette.com
Company typeenum
Private
Founded yearint
1893
Descriptiontext

Union Glashütte is a German luxury mechanical watch manufacturer founded in 1893 by Johannes Dürrstein and headquartered in Glashütte, Saxony, where all movements are developed, manufactured, finished, and assembled. The company produces exclusively mechanical timepieces across six collections — Belisar, Noramis, Averin, 1893, Viro, and Seris — totaling 72 SKUs priced between €1,780 and €13,900. Its proprietary calibers (UNG-25.S1, UNG-27.S1, UNG-07.S1, UNG-58.S1, UNG-58.S2) all use silicon balance springs for anti-magnetic precision and offer 60–65 hour power reserves; the brand also develops complex complications including chronographs, moon phase, and a dual-hemisphere Double Moon Phase. Every watch undergoes 180+ hours of technical and visual inspection during production.

The company operates as a privately held, wholly-owned subsidiary within the Swatch Group, sharing distribution and group-level resources with sister brand Tissot. Revenue is generated through hardware sales of watches via an authorized retailer network across 10 countries (Germany, Austria, Switzerland, France, Czechia, Luxembourg, Romania, Russia, China, UAE), supplemented by professional servicing through certified service centers. The go-to-market is event-driven: Union Glashütte serves as official timekeeper for classic car rallies (Silvretta Classic, ADAC Deutschland Klassik, Sachsen Classic, Paul Pietsch Classic) and lifestyle events (Petro Surf Festival), launching limited edition timepieces (200–350 pieces) tied to each event. Customer segments include luxury watch collectors, motorsport and active-lifestyle enthusiasts, women watch buyers, and heritage-oriented buyers, with named retailers such as CHRIST Juweliere, Studio Küpper, and Juwelier Eiloff handling primary distribution.

Short descriptiontext

Union Glashütte is a German luxury mechanical watchmaker founded in 1893, producing in-house silicon-hairspring movements across six collections (Belisar, Noramis, Averin, 1893, Viro, Seris) priced €1,780–€13,900, sold through authorized retailers in 10 countries and event-driven limited editions for motorsport and lifestyle enthusiasts.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersGlashütte, Germany
HQ citystring
Glashütte
HQ countrystring
Germany
HQ regionstring
Europe
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
mechanical watchmaking, luxury timepieces, automatic movements, German watchmaking, moon phase complications
Industry4 codes
1Luxury Mechanical Watches
CodeCRAKADAAPrimaryYes
2Complications & Haute Horlogerie
CodeCRAKADAGPrimaryNo
3Watch Repair & Movement Service
CodeCRAKALAEPrimaryNo
4Watch Retail (Authorized Dealers, Boutiques, Omnichannel)
CodeCRAKADALPrimaryNo
NAICS code1 code
  • Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers42394
SIC code1 code
  • Jewelry, Precious Metal3911
Product category
Luxury Mechanical Watches
Social media profiles1 record
GTM motion2 records

Each record includes

Type, Description, Source

Revenue model3 records
1Luxury Watch Sales
TypeHardware Sales
Description

Union Glashütte generates revenue through the sale of mechanical timepieces ranging from €1,780 to €13,900. Products are sold through authorized retailers, jewelers, and directly via the company website. Collections include Belisar, Noramis, 1893, Averin, Viro, and Seris.

union-glashuette.com
2Watch Service and Maintenance
TypeProfessional Services
Description

The company provides professional watch servicing through certified service centers, including partial and full service options. Recommended service intervals are every 4-5 years. Spare parts and service are available through authorized service partners.

union-glashuette.com
3Limited Edition Collaborations
TypeHardware Sales
Description

Special limited edition timepieces created in partnership with automotive events (Silvretta Classic, Sachsen Classic, ADAC Deutschland Klassik, Petro Surf) generate premium revenue. Limited editions typically command higher prices and create collector demand.

union-glashuette.com
Marketing channels6 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Pricing details4 tiers
1Entry-level mechanical watches from the 1893 and Viro collections
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

Prices start at €1,780 for 1893 Johannes Dürrstein Edition Small Second. Viro Date 39mm ranges from €1,880 to €1,980.

union-glashuette.com
2Mid-range chronographs and date watches from Belisar, Noramis, and Seris collections
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

Belisar Chronograph: €2,950. Noramis Date: €2,400-€2,550. Noramis Chronograph: €3,350-€3,600. Belisar Chronograph Moon Phase: €3,600-€3,700. Seris Date: €2,380-€2,650.

union-glashuette.com
3High-end complications including moon phase and limited editions
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

Belisar Chronograph Sport: €3,900-€4,100. Averin Chronograph Moonphase: €3,700. 1893 Johannes Dürrstein Edition Moon Phase: €3,100-€3,200. Belisar Chronograph Moon Phase with stainless steel bracelet: €7,500.

union-glashuette.com
4Premium limited edition pieces and anniversary models
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

1893 Johannes Dürrstein Edition Moon Phase Limited Edition: €13,900. Limited editions range from €3,450 (Belisar Chronograph Speedster) to €3,600 (Noramis Chronograph Sachsen Classic, limited to 350 pieces).

union-glashuette.com
GTM typeB2C
B2C
Offering typeHardware or Manufacturing
Hardware or Manufacturing
Core offering1 text field

Union Glashütte designs, manufactures and sells mechanical luxury wristwatches from its headquarters in Glashütte, Saxony, Germany. The company produces six distinct collections (Belisar, Noramis, Averin, 1893, Viro, Seris) with proprietary in-house automatic and hand-wound movements featuring silicon balance springs, complications such as chronographs, moon phase and double moon phase, and cases ranging from €1,780 to €13,900.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 4 values shown
  • Power reserve of 65 hours on automatic calibers
+3 more records
Product overview1 text field

Union Glashütte is a German luxury watch manufacturer producing exclusively mechanical timepieces. The company offers six distinct watch collections: Belisar (sporty chronographs with sophisticated complications), Noramis (classic-inspired designs with retro aesthetics), Averin (bold angular cases with retro-modern styling), 1893 (heritage collection with hand-wound calibres inspired by pocket watches), Viro (minimalist dress watches), and Seris (feminine timepieces). All watches feature proprietary automatic or hand-wound movements with silicon balance springs, sapphire crystals, and are manufactured in Glashütte, Saxony, Germany. Price range spans from approximately €1,780 to €13,900.

Product and service1 record
1Belisar Collection
Scale indicator7 records

Each record includes

Type, Value, Description, Source

Partnership5 partners
1Silvretta Classic Rallye
Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-01-01
Description

UNION GLASHÜTTE has been the official timekeeper of the Silvretta Classic Rallye for many years. The partnership celebrates precision, engineering, and tradition shared between historic automobile rallies and watchmaking. The brand creates limited edition chronographs inspired by rally cars, such as the Belisar Chronograph Limited Edition Silvretta Classic 2026 (limited to 200 pieces). The event spans three days through the Montafon region with routes of 540-680 kilometers.

union-glashuette.com
2Petro Surf Festival
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-01-01
Description

Annual festival on Sylt combining classic cars, surf culture, and community. Union Glashütte creates limited edition watches with special case back imprints exclusive to festival attendees. The Noramis Date Limited Edition Petro Surf 2026 (limited to 200 pieces) features automotive-inspired dial design elements.

union-glashuette.com
3ADAC Deutschland Klassik
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2025-01-01
Description

Partnership with the ADAC Deutschland Klassik rally event. Union Glashütte creates limited edition watches for this classic car event, celebrating German automotive heritage.

4Sachsen Classic Rallye
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2025-01-01
Description

Union Glashütte has been a partner of the Sachsen Classic rally for years, creating limited edition chronographs such as the Noramis Chronograph Limited Edition Sachsen Classic 2025 (limited to 350 pieces). The event celebrates regional automotive heritage.

union-glashuette.com
5Paul Pietsch Classic Rallye
Strategic tierMinorTypeStrategic or Co-development PartnerAnnounced on2024-01-01
Description

Partnership with the Paul Pietsch Classic historic vehicle rally, continuing the brand's engagement with classic automobile events and enthusiasts.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Market position
Competitive moat4 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights7 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers2 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment4 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature6 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Union Glashutte

Luxury Mechanical Watchesunion-glashuette.com

Union Glashütte is a German luxury mechanical watchmaker founded in 1893, producing in-house silicon-hairspring movements across six collections (Belisar, Noramis, Averin, 1893, Viro, Seris) priced €1,780–€13,900, sold through authorized retailers in 10 countries and event-driven limited editions for motorsport and lifestyle enthusiasts.

What Union Glashutte does

Union Glashütte is a German luxury mechanical watch manufacturer founded in 1893 by Johannes Dürrstein and headquartered in Glashütte, Saxony, where all movements are developed, manufactured, finished, and assembled. The company produces exclusively mechanical timepieces across six collections — Belisar, Noramis, Averin, 1893, Viro, and Seris — totaling 72 SKUs priced between €1,780 and €13,900. Its proprietary calibers (UNG-25.S1, UNG-27.S1, UNG-07.S1, UNG-58.S1, UNG-58.S2) all use silicon balance springs for anti-magnetic precision and offer 60–65 hour power reserves; the brand also develops complex complications including chronographs, moon phase, and a dual-hemisphere Double Moon Phase. Every watch undergoes 180+ hours of technical and visual inspection during production.

The company operates as a privately held, wholly-owned subsidiary within the Swatch Group, sharing distribution and group-level resources with sister brand Tissot. Revenue is generated through hardware sales of watches via an authorized retailer network across 10 countries (Germany, Austria, Switzerland, France, Czechia, Luxembourg, Romania, Russia, China, UAE), supplemented by professional servicing through certified service centers. The go-to-market is event-driven: Union Glashütte serves as official timekeeper for classic car rallies (Silvretta Classic, ADAC Deutschland Klassik, Sachsen Classic, Paul Pietsch Classic) and lifestyle events (Petro Surf Festival), launching limited edition timepieces (200–350 pieces) tied to each event. Customer segments include luxury watch collectors, motorsport and active-lifestyle enthusiasts, women watch buyers, and heritage-oriented buyers, with named retailers such as CHRIST Juweliere, Studio Küpper, and Juwelier Eiloff handling primary distribution.

Union Glashutte firmographics

Firmographics
Name
Union Glashutte
Legal name
Union Uhrenfabrik GmbH Glashütte/Sa.
Website
https://union-glashuette.com
Company type
Private
Founded year
1893
Operating status
Operating
Headcount range
11–50 employees
Short description
Union Glashütte is a German luxury mechanical watchmaker founded in 1893, producing in-house silicon-hairspring movements across six collections (Belisar, Noramis, Averin, 1893, Viro, Seris) priced €1,780–€13,900, sold through authorized retailers in 10 countries and event-driven limited editions for motorsport and lifestyle enthusiasts.
Ownership category
akta.pro rank

Union Glashutte industry classification

Industry
Product category
Luxury Mechanical Watches
NAICS
Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
SIC
Jewelry, Precious Metal (3911)
akta.pro primary industry
Luxury Mechanical Watches (CRAKADAA)
akta.pro secondary industries
Complications & Haute Horlogerie (CRAKADAG), Watch Repair & Movement Service (CRAKALAE), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

  • Mechanical watchmaking
  • Luxury timepieces
  • Automatic movements
  • German watchmaking
  • Moon phase complications

Where Union Glashutte is headquartered

Location

Headquarters

HQ city
Glashütte
HQ country
Germany
HQ region
Europe

Offices1 record

Markets served

Union Glashutte business model

Business model
GTM type
B2C
Offering type
Hardware or Manufacturing
Cost components
Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

  1. Luxury Watch Sales: Union Glashütte generates revenue through the sale of mechanical timepieces ranging from €1,780 to €13,900. Products are sold through authorized retailers, jewelers, and directly via the company website. Collections include Belisar, Noramis, 1893, Averin, Viro, and Seris.
  2. Watch Service and Maintenance: The company provides professional watch servicing through certified service centers, including partial and full service options. Recommended service intervals are every 4-5 years. Spare parts and service are available through authorized service partners.
  3. Limited Edition Collaborations: Special limited edition timepieces created in partnership with automotive events (Silvretta Classic, Sachsen Classic, ADAC Deutschland Klassik, Petro Surf) generate premium revenue. Limited editions typically command higher prices and create collector demand.

Pricing tiers

ModelBillingPrice
One time/ perpetual licensePay-as-you-goEntry-level mechanical watches from the 1893 and Viro collections
One time/ perpetual licensePay-as-you-goMid-range chronographs and date watches from Belisar, Noramis, and Seris collections
One time/ perpetual licensePay-as-you-goHigh-end complications including moon phase and limited editions
One time/ perpetual licensePay-as-you-goPremium limited edition pieces and anniversary models

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Union Glashutte product offering

Product offering

Core offering

Union Glashütte designs, manufactures and sells mechanical luxury wristwatches from its headquarters in Glashütte, Saxony, Germany. The company produces six distinct collections (Belisar, Noramis, Averin, 1893, Viro, Seris) with proprietary in-house automatic and hand-wound movements featuring silicon balance springs, complications such as chronographs, moon phase and double moon phase, and cases ranging from €1,780 to €13,900.

Product overview

Union Glashütte is a German luxury watch manufacturer producing exclusively mechanical timepieces. The company offers six distinct watch collections: Belisar (sporty chronographs with sophisticated complications), Noramis (classic-inspired designs with retro aesthetics), Averin (bold angular cases with retro-modern styling), 1893 (heritage collection with hand-wound calibres inspired by pocket watches), Viro (minimalist dress watches), and Seris (feminine timepieces). All watches feature proprietary automatic or hand-wound movements with silicon balance springs, sapphire crystals, and are manufactured in Glashütte, Saxony, Germany. Price range spans from approximately €1,780 to €13,900.

Differentiator

Problem solved

Functional benefit

Products and services

  • Belisar Collection

Quantifiable outcome

  • Power reserve of 65 hours on automatic calibers
  • +3 more outcomes

Companies that use Union Glashutte

Customer profile

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Union Glashutte technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature6 records

Union Glashutte partnerships and signals

Strategic signal

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

  • Silvretta Classic RallyeflagshipStrategic or Co-development Partner · 1 January 2026UNION GLASHÜTTE has been the official timekeeper of the Silvretta Classic Rallye for many years. The partnership celebrates precision, engineering, and tradition shared between historic automobile rallies and watchmaking. The brand creates limited edition chronographs inspired by rally cars, such as the Belisar Chronograph Limited Edition Silvretta Classic 2026 (limited to 200 pieces). The event spans three days through the Montafon region with routes of 540-680 kilometers.
  • Petro Surf FestivalcoreStrategic or Co-development Partner · 1 January 2026Annual festival on Sylt combining classic cars, surf culture, and community. Union Glashütte creates limited edition watches with special case back imprints exclusive to festival attendees. The Noramis Date Limited Edition Petro Surf 2026 (limited to 200 pieces) features automotive-inspired dial design elements.
  • ADAC Deutschland KlassikcoreStrategic or Co-development Partner · 1 January 2025Partnership with the ADAC Deutschland Klassik rally event. Union Glashütte creates limited edition watches for this classic car event, celebrating German automotive heritage.
  • Sachsen Classic RallyecoreStrategic or Co-development Partner · 1 January 2025Union Glashütte has been a partner of the Sachsen Classic rally for years, creating limited edition chronographs such as the Noramis Chronograph Limited Edition Sachsen Classic 2025 (limited to 350 pieces). The event celebrates regional automotive heritage.
  • Paul Pietsch Classic RallyeminorStrategic or Co-development Partner · 1 January 2024Partnership with the Paul Pietsch Classic historic vehicle rally, continuing the brand's engagement with classic automobile events and enthusiasts.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Union Glashutte competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Union Glashutte social profiles

Digital presence

Union Glashutte financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Union Glashutte leadership team

Management profile

Number of profiles

Union Glashutte funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Union Glashutte M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Union Glashutte

What does Union Glashutte do?

Union Glashütte designs, manufactures and sells mechanical luxury wristwatches from its headquarters in Glashütte, Saxony, Germany. The company produces six distinct collections (Belisar, Noramis, Averin, 1893, Viro, Seris) with proprietary in-house automatic and hand-wound movements featuring silicon balance springs, complications such as chronographs, moon phase and double moon phase, and cases ranging from €1,780 to €13,900.

Is Union Glashutte a public or private company?

Union Glashutte is a private company. It is classified as corporate owned and is currently operating.

When was Union Glashutte founded?

Union Glashutte was founded in 1893. It employs 11 to 50 people.

Where is Union Glashutte based?

Union Glashutte is headquartered in Glashütte, Germany, in the Europe region.

How does Union Glashutte make money?

Three revenue lines are on record. Luxury Watch Sales are the primary driver. The others are watch Service and Maintenance and limited Edition Collaborations.

Does Union Glashutte have an API?

No public API is recorded for Union Glashutte.

What industry is Union Glashutte in?

Union Glashutte's product category is Luxury Mechanical Watches. Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAG, Complications & Haute Horlogerie. Its NAICS code is 42394 and its SIC code is 3911.

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Monochrome WatchesIntroducing: Union Glashütte Belisar Chronograph Limited Edition Silvretta Classic 2026Union Glashütte has released the Belisar Chronograph Limited Edition Silvretta Classic 2026, a timepiece inspired by 1980s rally car gauges and featuring white, black, and grey tones with red accents. The 44mm watch is powered by an automatic caliber with a 65-hour power reserve and comes with three interchangeable straps, priced at EUR 3,450. Production is strictly limited to 200 individually numbered pieces in partnership with the annual classic car rally in Austria's Montafon region.Monochrome WatchesHands-on: The Union Glashütte Noramis Chronograph Sachsen Classic 2025Union Glashütte released the Noramis Chronograph Limited Edition Sachsen Classic 2025, a 42mm stainless steel chronograph inspired by the 1952 Grosser Werkmeister racing roadster. The watch features a silver perlage dial, UNG-27.S2 movement with 65-hour power reserve, and is limited to 350 pieces at EUR 3,600.Monochrome WatchesFirst Look: The New, More Compact Union Glashütte Belisar Chronograph 40mmUnion Glashütte introduced a new 40mm Belisar Chronograph, a more compact version of its 44mm model. The watch features a 14.65mm thickness, a Valjoux 7750-based UNG.27.SI movement with a silicon balance spring, and retails for EUR 2,950 with a black strap.Monochrome WatchesIntroducing: The Union Glashütte Belisar Chronograph Silvretta Classic 2025Union Glashütte introduced the Belisar Chronograph Silvretta Classic 2025, a 44mm steel chronograph with an orange-and-grey dial and beige base. Powered by the UNG-27.S1 automatic movement, it is limited to 200 pieces and retails for EUR 3,450.Monochrome WatchesIntroducing: The New Union Glashütte Belisar Chronograph Grey EditionUnion Glashütte introduced the Belisar Chronograph Grey Edition with a grey dial, black and red accents, and a 44mm stainless steel case. The UNG-27.S1 movement, based on the ETA Valjoux 7753, offers a 65-hour power reserve and 100m water resistance. The watch is priced at EUR 3,100 and joins the permanent collection.Monochrome WatchesFirst Look: The Union Glashütte Belisar Chronograph gets a Modern RefreshUnion Glashütte refreshed its Belisar Chronograph with two new colour schemes: a stone grey monochromatic model and a white-and-blue summery version. The watch features a modified Valjoux 7753 movement (Calibre UNG-27.S1) with a 65-hour power reserve, priced at EUR 2,950.