That question has been addressed well by other commenters, above; apparently it's a German standard. I noticed it wasn't QWERTY only after you'd asked and I'd zoomed in on the image. The clues to its typographic nature were a little easier to make out -- e.g., the alignment controls along the upper row, and the power-of-two fractions in the foreground, etc. Bethold machines could produce some very high-quality output, though I was was never a big fan of using them.