diff --git a/qui/devices/actionable_widgets.py b/qui/devices/actionable_widgets.py
index 34c69f0e..266bd8a1 100644
--- a/qui/devices/actionable_widgets.py
+++ b/qui/devices/actionable_widgets.py
@@ -34,6 +34,7 @@
 from gi.repository import Gtk, GdkPixbuf, GLib  # isort:skip
 
 from . import backend
+import time
 
 
 def load_icon(icon_name: str, backup_name: str, size: int = 24):
@@ -393,6 +394,11 @@ def __init__(self, device: backend.Device, variant: str = 'dark'):
         self.device = device
         self.variant = variant
 
+        # add NEW! label for new devices for 10 minutes on 1st view
+        self._new_device_label_timout = 10 * 60
+        # reduce NEW! label timeout to 2 minutes after 1st view
+        self._new_device_label_afterview = 2 * 60
+
         self.get_style_context().add_class('main_device_item')
 
         # the part that is common to all devices
@@ -401,7 +407,13 @@ def __init__(self, device: backend.Device, variant: str = 'dark'):
         self.device_icon.set_valign(Gtk.Align.CENTER)
 
         self.device_label = Gtk.Label(xalign=0)
-        self.device_label.set_markup(device.name)
+
+        label_markup = device.name
+        if (device.connection_timestamp and
+                int(time.monotonic() - device.connection_timestamp) < 120):
+            label_markup += ' <span foreground="#63a0ff"><b>NEW</b></span>'
+        self.device_label.set_markup(label_markup)
+
         if self.device.attachments:
             self.device_label.get_style_context().add_class("dev_attached")
 
diff --git a/qui/devices/backend.py b/qui/devices/backend.py
index 1dfaacd9..449f7d21 100644
--- a/qui/devices/backend.py
+++ b/qui/devices/backend.py
@@ -100,6 +100,8 @@ def __init__(self, dev: qubesadmin.devices.DeviceInfo,
         self._dev: qubesadmin.devices.DeviceInfo = dev
         self.__hash = hash(dev)
         self._port: str = ''
+        # Monotonic connection timestamp only for new devices
+        self.connection_timestamp: float = None
 
         self._dev_name: str = getattr(dev, 'description', 'unknown')
         if dev.devclass == 'block' and 'size' in dev.data:
diff --git a/qui/devices/device_widget.py b/qui/devices/device_widget.py
index 386b282d..44d0fd9a 100644
--- a/qui/devices/device_widget.py
+++ b/qui/devices/device_widget.py
@@ -20,6 +20,7 @@
 from typing import Set, List, Dict
 import asyncio
 import sys
+import time
 
 import importlib.resources
 
@@ -130,6 +131,7 @@ def device_list_update(self, vm, _event, **_kwargs):
 
         for dev_name, dev in changed_devices.items():
             if dev_name not in self.devices:
+                dev.connection_timestamp = time.monotonic()
                 self.devices[dev_name] = dev
                 self.emit_notification(
                     _("Device available"),