DuFrane is an independent, American-assembled watch microbrand founded by Steven Lee in 2016. The brand blends retro / vintage design cues (especially pilot, dive, field styles) with modern reliability and craftsmanship, aiming for watches that are stylish, durable, and full of character. The design philosophy is rooted in storytelling & place. Many of the model names and aesthetic touches are inspired by Austin, Texas (and its landmarks or history), and Lee’s own journey as a collector, designer, and former pilot. Each piece is hand-assembled in Austin (with the exception of some Swiss-made components, e.g. in the Littlefield GMT).
Target audience: watch enthusiasts and collectors who appreciate microbrands; people who like vintage and pilot/dive motifs but want modern build, honest pricing, artisanal touches, and a sense of place & personality in their timepiece. Also those who value that the founder is directly involved in assembly and service.
DuFrane
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2016
Brand founded by Steven Lee in Austin, Texas; first model released (‘Bergstrom’), incorporating pilot-watch heritage and hand-wound Swiss movement. DuFrane is named after Lee's mother’s maiden name.
2017
Production pieces of the Bergstrom began shipping (initial sketches earlier, but production delayed until late 2016 / early 2017).
2021
Founder Steven Lee discussed the brand’s philosophy in interviews, emphasizing its Austin roots, design inspirations, personal assembly, customer experience.
2022
Release and reviews of new models such as the Travis, earning praise for design, case, lume, and finishing in microbrand watch circles.
2025
DuFrane continues a core product lineup including models like Waterloo, Mabry, Littlefield GMT etc., with both automatic and Swiss movement models; maintains assembly in Austin, and participates in watch shows such as Toronto Timepiece Show.
