Keep it long, treasure it long.

A tribute to the masterpiece born in 1984

As head of the BRAUN design team for nearly 40 years, Dieter Rams was a master of design, creating over 500 masterpieces. His products, embodying the BRAUN design concept of "less, but better," continue to garner many fans.

This classic alarm clock is based on the "Clock AB2," designed by Dieter Rams and Jurgen Greubel in 1984, with updated functionality and legibility. The vibrant green and yellow colors recreate the striking colors originally available in 1984. While the colors may seem fresh today, their simple, streamlined design blends seamlessly into any space, from the kitchen to the bedroom or living room.

A Rare Colorful Collection

The distinctive, rounded top pays homage to the classic. The luminous tips and backlighting make the watch highly visible in dark rooms, and it's also a design feature. The colorful second hand is a distinctive BRAUN design. The GREEN model features BRAUN's iconic yellow second hand, while the YELLOW model features a rare green second hand, creating a unique design that reflects the unique character of each color.

The snooze alarm also features a gradually increasing beep if not stopped, helping to wake you up on those rough days. Each function can be intuitively set with a button, a hallmark of BRAUN design. However, such colorful color schemes are rare in BRAUN products, making them a rare find.

This classic alarm clock, with its simple yet striking design, is perfect for your home or as a birthday or housewarming gift.


Functionalist Design

The company was founded in 1921 when engineer Max Braun built a factory in Frankfurt. Starting out by manufacturing radio parts, the company grew into a radio manufacturing company in 1929.
After the death of founder Max Braun, his son took over and, as part of the company's efforts to revise its concept and determine its future direction, hired Dieter Rams as its designer. The decision to hire a designer began with imagining the type of customer who would patronize Braun products: an intelligent, open-minded person who would appreciate unobtrusive products that gave them the freedom to find their own fulfillment.

Rams's design, which combined a streamlined, simple appearance and easy-to-read design with innovative technology, was soon selected for Moma's permanent collection in the late 1950s, becoming recognized worldwide as a new standard. This refined design, beloved since its release, could even be described as "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 understated.
Good design is honest.
Good design is timeless.
Good design is consistent.
Good design is environmentally conscious.
Good design is as little design as possible.