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Braun is one of the most influential manufacturers of the 20th century. The German brand paved its way to success by taking a functionalist approach to household objects and associating with pioneering European designers, in particular the young Dieter Rams. Rams was appointed head of Braun’s design team in 1962, and in his 40-year career that followed with the brand, he set about fulfilling co-owner Erwin Braun’s mission: to create "honest, unobtrusive, practical devices". Whatever the product, its constituent elements were pared back, arranged in the most rational manner, and realised in a careful combination of materials and colours. Rams applied this approach to everything from hi-fi systems to calculators and electric razors, but Braun’s design mission was fully realised in his watches and clocks, which were often designed in collaboration with colleague Dietrich Lubs. Rams and Lubs' designs inspire watchmakers to this day, with brands such as Paulin and Uniform Wares both citing the duo as an inspiration. So, the announcement that Rams and Lubs' designs would be reappraised to create a new range of Braun Watches was highly anticipated. Launched under license by British watch manufacturer Zeon, their in-house designers have adopted many of the pair's working principles.