Courage is not an accident, it is part of DuBois et fils' DNA
In the latest interview by Fuchsartig, Thomas Steinemann talks to Carsten Zeiske about the courage to constantly rethink traditions – from auctioning NFT diaries of famous personalities to reviving historical clockworks through NFT technology.
What at first glance sounds like a contradiction – centuries-old craftsmanship meets digital innovation – becomes, at DuBois et fils, a logical continuation of the pioneering spirit that has characterised the brand since its foundation.
Thomas Steinemann makes it clear that every watch at DuBois et fils is more than just a timepiece – it is a piece of history:
‘Our brand is one that needs an explanation. A watch from another brand certainly doesn't have as many stories to tell as a watch from DuBois. You could spend a quarter of an hour explaining what you're actually wearing on your wrist.’
For Steinemann, this depth is no coincidence, but part of the philosophy: less mass, more meaning. DuBois et fils consciously sees itself as a niche brand – exclusive, authentic and with a clear focus on quality and origin.
A special insight into Steinemann's vision is his plan to create a movement museum:
‘Our goal is to establish a museum for watch movements to showcase what we consider to be the fascinating but neglected history of watch movements.’
This conversation is more than a glimpse behind the scenes of a luxury brand – it is a reflection on entrepreneurship, passion and the art of connecting the past with the future.
A conversation about passion, innovation and entrepreneurial pioneering spirit – and about why the future belongs to those who dare to reinterpret the tried and tested.
