Braun's clocks and watches carry on the design philosophy Dieter Rams established at the company in the 1960s — legible dials, no unnecessary detail, and a focus on the object doing its one job well.

The BC12G brings that same look to a compact bedside alarm clock: a simple analogue face with Braun's signature yellow second hand, powered by a quiet quartz movement so it won't tick loud enough to notice. The alarm builds gradually with a crescendo beep rather than a jolt, the hands are luminous for checking the time in the dark, and a foot on the underside doubles as a snooze button — tap it once to silence the alarm for five minutes, or hold it to light the dial for five seconds. Runs on one AAA battery (not included).