Muhle-Glashutte updates brand identity with new campaign


German nautical watch brand Mühle-Glashütte is to refresh its brand identity with a new slogan, homepage and advertising campaign.

The Glashütte-based brand’s new campaign features bold new photography conveying the intrepid professionals that its watches are designed for along with the slogan ‘Enjoy being different’.

The family-run company believes it will strengthen its position in the field of mechanical sports watches with this new, more focused identity.


“We want to clearly communicate our DNA to the outside world”, says managing director Thilo Mühle. “Our tradition in manufacturing nautical instruments and timepieces is reflected throughout our entire collection, with every single one of our watches standing out due to its maximum reliability, robustness and precision. We make time-measuring instruments that can be worn every day and in all kinds of situations, be it in the office or on an evening mountain bike ride. This is precisely what we want our new brand identity to clearly reflect.”


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