Braun is gearing up for the launch of their new AW 10 EVO, showcasing the design principles at the brand's core. 

In 1989, Braun launched their first analogue wristwatch: the AW 10. The AW 50 followed two years later, with the pair showcasing Dietrich Lubs and Dieter Rams' vision of creating a watch that displayed the time in the most functional way possible.

Fast forward to 2018 and these basic design principles still form the blueprint at the forefront of the brand, pushing the legacy of Braun's iconic design achievements within a modern context. The new AW 10 EVO delivers the same functionality of its predecessors while appealing to the watch tastes of today.

Speaking on the new release, Project Lead, Dietrich Lubs said: "For this evolution project, it was very important to preserve the history and character of the original AW 10. The basic idea was to follow a classic, mathematical and clear geometry – with the case enlargement being a nod towards watch trend progression."

Braun's new AW 10 EVO is set to release on September 3 via Braun.