Bang & Olufsen yesterday announced the official launch of its first phone for North America. Named only the Serene, the Samsung-made phone is meant to recall classic rotary phones with its circular keypad and black finish.

It also demonstrates the principle of “less is more,” according to Bang & Olufsen: in contrast to the abundance of buttons on modern cell phones, the Serene has only a subtle directional pad to navigate its menus. Even so, the compact handset incorporates more recent technology such as Bluetooth and a camera.

An aluminum hybrid docking station and charger ships with the phone as well. No official carriers or prices have been announced, though the company says it will sell the phone in its stores, giving interested buyers the option of buying an unlocked device instead of committing to a particular service.

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