Duke

The Brand

Discover DUKE Haute Horlogerie: Where tradition meets innovation in the art of fine watchmaking. Experience excellence, personalized service, and timeless elegance.

DUKE

Born from a passion for watchmaking and nourished by an intimate understanding of centuries-old traditions, the brand brings a fresh perspective, one that combines respect for tradition and innovation, with a meticulous attention to detail - and a personal service second to none in the world of fine horology.

The passion that sparked the brand's creation is at the heart of each gesture involved in making a watch, shining through in every facet due to exceptional craftsmanship. One can follow the helix of DUKE's identity as it leads into the world of a genuine watch manufacture that, defying expectations, is based in the Grand Duchy of Luxembourg (hence the name DUKE).

To me, finding and creating experiences through everyday actions and drawing you into a realm defined by artistry, elegance, innovation, and peace is essential.

With a DUKE watch on your wrist, you enter an intimate universe that is uniquely yours. Ordinary moments become extraordinary, what seems banal is beautiful. At DUKE, the technology is at the disposal of the aesthetic.

Our ultimate goal is to inspire new emotions.

— Alessio Muller, Founder
True

Craftsmen

Within DUKE lives a humanist conviction, a notion dear to the brand - because it reflects an attitude. Tradition, legacy and respect, they all defy time. As with art, precision craftsmanship is a process, long in the learning.

True creators and designers draw on the forms of the past to translate them into their own language and pass them on to future generations. Past, present and future nourish DUKE's approach and attitude to watchmaking.

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The Identity