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.