FTP: Every Watch Tells a Story
Gruen Watch Company 1894-1958
Our Gruen line, named 'Parvenu', is a tribute to the founder of the Gruen Watch Company, Deitrich Gruen, who was a newcomer and underdog in the watchmaking industry. Despite facing skepticism and pessimism, Gruen perservered and became an influential figure in the industry.
The Gruen Parvenu line represents the spirit of determination and grit that embodies the Gruen brand.
Introducing the Gruen Parvenu- a watch brand that embodies the spirit of perserverance. Named for the confident individual who is often considered a longshot to succeed, this timepiece is a symbol of defiance against general opinion. We assign this watch to those who refuse to let naysayers and cynics stand in their way. A parvenu is a person who prevails in defiance of general opinion. Wear the Parvenu and let it serve as a symbol of your strength, resiliance, and steadfast determination to succeed. Whether you're a CEO or a student, the Parvenu watch reminds you that your character is what truly matters. Prevail despite naysayers.
Discover the history of Deitrich Gruen, a legendary watchmaker who revolutionized the industry.
1867: As an apprentice in Germany, Deitrich honed his craft before settling near Columbus Ohio and opening the Columbus Watch Manufacturing Co. Gruen immediately created groundbreaking innovations such as the patented safety pinion, 16 size movements, and the first stem winding in the U.S. Perhaps his most significant acknowledgment was being the first to market a wristwatch for men, paving the way for the modern timepieces we know today.
Despite this legacy, many still considered Gruen a newcomer to the industry and likley to fail.
1882: Originally founded as the Columbus Watch Manufacturing Company, the brand endured discrimination due to its German roots in a market dominated by American and Swiss. Despite this, Gruen perservered, partnering with new investors, moved to a German section of Columbus, and renamed the company Columbus Watch Company.
1888: The company produced only 150 watches per day with a staff of 300, but Gruen's slow progress would not deter his determination to prevail.
1894: Despite his innovative contributions to the industry, economic decline, conflict, and manipulation from company shareholders forced him out of his own company. Gruen was left without shares or profit from Columbus Watch Company, which soon declared bankruptcy. His departure preceded the company's bankruptcy, and it was only through refinancing that the company was able to recast as "The New Columbus Watch Company."
Deitrich Gruen was abandoned and forced to begin again.
Dietrich's son, Frederick, stated that when his father was offered a job with the new factory, Dietrich stated, "Gentlemen, you can have the business," as he was leaving.
Dietrich never looked back.
1894: Built on the foundation of preserverance, Gruen and son Fred, with borrowed money, open the new firm, D.Gruen & Sons. This comeback pays homage to the brand's history of struggle and challenging the status quo. With a direct-to-retailer distribution model, Gruen avoided middlemen and ensured his brand was represented accurately.
With a motto of "Once Bitten Twice Shy," Gruen is being cautious and not risking anything that can be controlled.
1908: Gruen being the brand that challenges the status quo began marketing wristwatches for me. As likely the first American brand to introduce timepieces for men to wear on their wrist, they were challenging conventional norms. Despite resistance and almost no sales, Gruen was persistent in offering the wristwatch to men as he expected trends to change.
With a war brewing, Gruen saw it more important than ever to have a reliable and convenient timepiece on your wrist. Gruen saw this need early on and produced military watches with features such as luminous dials and hands, solid lugs, and sterling silver cases to withstand harsh conditions.
During the war, soldiers needed accurate and synchronized timepieces to plan their attacks down to the second.
It seems a major trend was developing before anyone except Gruen saw it coming.
The innovative wristwatch, designed for soldiers, allowed for quick and easy time checks without having to fumble with pockets and heavy clothing.
Civilian men continued resisting wearing a watch on the wrist. Perception began to change as thousands of returning soldiers hailed as heroes while wearing watch on their wrists. Who in their right mind would question their style choice.
Dietrich Gruen's persistance, despite unlikely success, was instrumental in changing the mindset of the public. Now you can wear your wristwatch with pride, knowing that you're carrying on a tradition started by some of the bravest men in history.
1911: Tragically, Dietrich Gruen died suddenly while onboard the S.S Berlin during his yearly health spa trip in Germany. Dietrich's son Fred took over as president and continued to innovate and expand the brand.
1913: The Gruen story continues after the passing of their father, the Gruen brothers continue his legacy, establishing new factories and unique designs. Gruen watches were known for distictive designs, breaking the mold with unique shapes and styles. With a commitment to blending artistry and functionality, Gruen believed that the creation of goods should be a beautiful process from start to finish.
Following WWI, with anti-German sentiment at its peak, Gruen didn't mention the brands' ties to Germany. Despite this, the family business continued to produce quality and unique watches with their legacy lasting until the 1950's.
1958: The Gruen factories close, and company records are destroyed.
Gruen watches today are a true piece of history, with a fascinating backstory that tells the tale of a family-owned watch company that fought against all odds to establish itself as a leading brand.