Keep it long, treasure it long.

Travel the world with a palm-sized

"Less, but better." That is the design concept of BRAUN.

What is good design? A clear answer to such a question that has been asked over and over again. BRAUN products are finished products that embody that answer. They are easy to understand and use, and have a kind of modesty, a beautiful shape.

Great for small spaces

A scene with a small clock on a desk or bedside. Many people may only use the clock on their smartphone these days, but you may have had the experience of touching your smartphone to check the time, checking notifications, and losing time and battery while doing so.

This portable, palm-sized digital clock is a tool to support your travels. Its slightly retro usability, like that of a train or airplane cockpit, and its design that seems to come out of a foreign science fiction movie are also appealing.

This design was designed to be used as a tool. For example, the cover is designed to prevent the windshield from being damaged while being carried, but when you open it, you will see letters and numbers written on it. This is a world time chart, which is useful when traveling abroad.

In addition, the alarm with snooze function will gradually increase the beep sound if it is not stopped, helping you wake up on days when you have trouble waking up. The fact that each function can be intuitively set with a button is also a typical BRAUN design. On the other hand, the red and green color scheme is rare in BRAUN products, making it unusual.

It is said to be a relatively new design for BRAUN, a little before Dieter Rams left BRAUN in 1997, but it is still a product that was commercialized more than 20 years ago and has continued to be loved. The functions and design of the BC05 have hardly changed since its release, but it still retains its freshness.

It is very compact, so it does not take up space even when placed next to the bed, and it is a convenient size that you can carry and place anywhere. This size makes the inorganic product of an alarm clock look somewhat charming. It would make a great gift for businessmen who travel a lot, as well as for their own home.

Functionalist Design

In 1921, engineer Max Braun built a factory in Frankfurt. It started by manufacturing radio parts, and in 1929 it grew into a radio manufacturing company.

After the death of founder Max Braun, his son took over and, as he was reviewing the concept and deciding the future direction, he hired Dieter Rams as a designer. The decision to hire a designer began with imagining the type of customer who would use Braun products, and came to the conclusion that they would be intelligent, flexible thinkers, and people who would enjoy unobtrusive products that give them the freedom to find their own fulfillment.

Rams' design, which combines a simple, streamlined appearance and easy-to-read design with innovative technology, was selected for Moma's permanent collection in the late 1950s and became recognized worldwide as a new standard. A perfected design that remains beloved since its release could also be called "functionalist design."


Good design is innovative.
Good design makes products useful.
Good design is beautiful.
Good design makes products easy to understand.
Good design is modest.
Good design is honest.
Good design is permanent.
Good design is consistent.
Good design is environmentally conscious.
Good design is as little design as possible.