In design circles, the "Braun Style" is typified by crisp geometry and no-nonsense functionality—overall a rather, well, German approach. Dietrich Lubs, along with Dieter Rams was responsible for establishing Braun as a benchmark design company from the 1950s through the 1990s. Braun's decision to re-issue its clock collection met with the approval of Lubs, who credits the clocks' functionally-oriented designs for their continued relevance. The current clocks are based on the original designs with slight modifications, bringing them into the 21st Century.