Keep it long, treasure it long.

Function takes precedence over design

"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 sense of beauty in their design.

Travel with BRAUN watches

A watch series that has been reproduced based on the idea that "function takes precedence over design." In keeping with the mid-century modern trend, the simple and rational design that emphasizes visibility and ease of use is the same as it was back then, giving it a strong BRAUN feel.

At first glance, the watch may seem inorganic, but each strap matches well with the simple dial, giving it a smart impression. This watch has an easy-to-read dial and a yellow second hand, which is one of BRAUN's charm points, creating an exquisite balance.

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 on the future direction, 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 it would be someone who was intelligent, had a flexible way of thinking, and would enjoy unobtrusive products that gave them the freedom to find their own fulfillment.

Rams's 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 around the world as a new standard. This perfected design, which has remained beloved since its release, could 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.