AW 10 Watch
By Dieter Rams
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In 1989 Braun launched their first analogue wristwatch, the AW 10. Dietrich Lubs and Dieter Rams wanted the AW 10 to reflect their vision of creating a watch that displayed the time in the most functional way possible and embodied all their design principles.
Re-released in 2017, Braun commissioned Lubs to design a new take on the shape making use of all that’s available now in the watch world to create a timepiece that’s both classic and contemporary.
Made in Germany with Swiss three-hand movement and delivered in black hard case - making it the perfect gift.Material Stainless Steel, Black Leather Strap
Strap Width 15mm / .6"
Case Diameter 33mm / 1.3" Case Depth 7.2mm / .28"
Clasp Type Pin & Buckle
Water Resistance 3ATM
Dieter Rams was born in Wiesbaden, Germany, in 1932. He was strongly influenced by the presence of his grandfather who was a carpenter. Rams’s early awards for carpentry led to him training as an architect as Germany was rebuilt in the early 1950s.
Prompted by an eagle-eyed friend, Rams applied for a job at the German electrical products company, Braun, in 1955. He was recruited by Erwin and Artur Braun following the death of their father and his job was to modernize the interiors of the company that was launching revolutionary electrical products.
Rams became a protégé of the Ulm School of Design (successor to the Bauhaus) luminaries Hans Gugelot, Fritz Eichler and Otl Aicher.
He quickly became involved in product design – famously adding the clear perspex lid to the SK4 phonogram in 1956 – and was appointed head of design at Braun from 1961 to 1995.
Together with his design team, he was responsible for many of the seminal domestic electrical products – and some furniture – of the 20th century.
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Over the last six decades, design has become a core pillar of the Braun brand. The values of quality, functionality, clarity, longevity and timelessness have been integrated into an enduring design philosophy. Braun users identify with these values; for them, Braun watches, Braun clocks, and Braun calculators are long-term companions. In an age of prosperity and saturation, the benefit of fewer, better products has become self-evident.
As Braun sets out to create desirable, innovative products, their gaze looks forward into the future, whilst the design principles they use to achieve consistency, simplicity and clarity are firmly rooted in the brand’s unique design legacy.
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