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 50s through the 90s. Braun's decision to re-issue it's 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 that bring them into the 21st century.