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With recent advances in machine learning, researchers are now able to solve traditional problems with new solutions. In the area of digital watermarking, deep-learning-based watermarking technique is being extensively studied. Most existing approaches adopt a similar encoder-driven scheme which we name END (Encoder-NoiseLayer-Decoder) architecture. In this paper, we revamp the architecture and creatively design a decoder-driven watermarking network dubbed De-END which greatly outperforms the existing END-based methods. The motivation for designing De-END originated from the potential drawback we discovered in END architecture: The encoder may embed redundant features that are not necessary for decoding, limiting the performance of the whole network. We conducted a detailed analysis and found that such limitations are caused by unsatisfactory coupling between the encoder and decoder in END. De-END addresses such drawbacks by adopting a Decoder-Encoder-Noiselayer-Decoder architecture. In De-END, the host image is firstly processed by the decoder to generate a latent feature map instead of being directly fed into the encoder. This latent feature map is concatenated to the original watermark message and then processed by the encoder. This change in design is crucial as it makes the feature of encoder and decoder directly shared thus the encoder and decoder are better coupled. We conducted extensive experiments and the results show that this framework outperforms the existing state-of-the-art (SOTA) END-based deep learning watermarking both in visual quality and robustness. On the premise of the same decoder structure, the visual quality (measured by PSNR) of De-END improves by 1.6dB (45.16dB to 46.84dB), and extraction accuracy after JPEG compression (QF=50) distortion outperforms more than 4% (94.9% to 99.1%).