Time Honoured

Braun designer Dietrich Lubs resurrects the classic AW 10 watch.

If ever a watch comes with truly significant design history built in, then it is Braun’s AW 10 from 1989. Braun’s designs – from audio equipment to pocket calculators – have been lauded everywhere from MoMA catalogues to Jony Ive interviews, but it is arguably in the wristwatch that Braun’s design language found its most concentrated expression. Dietrich Lubs joined Dieter Rams’ design team at Braun in 1962 and worked on many of its classic watch and clock designs. Lubs’ horological thinking has become the template for what a wristwatch should be – so much so that it’s spawned a legion of imitators.