Braun has launched a new automatic and as you would expect, it’s as minimal as a kitchen worktop at IKEA.

Available in white or black dial options, it has that bold yellow second hand, nice red flash by the date window and a very plain winding crown. It looks like a Honey-I-Shrunk-The-Wall-Clock design, but in some ways, that goes back to the roots of timekeeping.

It does what it says on the tin, or the wrist, and yes, we can respect that pure ethic.

Inside the 40mm case there is the reliable Seiko NH35 movement and you can view it via a see-thru caseback. That’s nice, but the NH35 movement isn’t one of the most interesting watch engines to look at frankly.

The strap is rubber and the RRP is £405. Quite spicy for a Seiko powered watch we think, but you get that Braun designer look that Steve Jobs fans know and love.

More here.