In a world where investments in artificial intelligence amount to billions and in which companies compete for dominance in the satellite skies, 350 million dollars seem an almost negligible figure. But in the highly sensitive world of sound, this number is sufficient to make the floor tremble under the best audio salons. Why does Samsung buy the music giants?!
Samsung has just acquired, through his giant Audio Harman International, four sacred brands for connoisseurs: Bower & Wilkins, Denon, Marantz E Polk audio. It is a historical move that could redefine the panorama of domestic and professional audio. And, more importantly, it is not the first time that Samsung points out to audio excellence.
Master Harman: the quietest but best acquisition of Samsung
In 2017, Samsung acquired Harman International for 8 billion dollars, but – unlike other acquisitions in the technological sector – he did not suffocate it in the corporate gray. JBL and Akg not only survived, but under the aegis of Samsung they became more popular than ever. This successful model makes it hope that the new quartet will not suffer a corporate dilution, but rather strategic enhancement.
Bowers & Wilkins remains an icon of madness in design and acoustic purity: their Nautilus speakers are more an artistic installation than a product. Denon is the cradle of digital audio, while Marantz remains the embodiment of the warm and analog sound loved by vinyl purists. Regiment? Less aristocratic, but decidedly effective. In this union each item has its own purpose.
MIMET – Like a giant of medicine it has become the owner of audio icons (and because he did not last long)
Until recently, the entire complex was in the hands of Masima, a company specialized in medical sensors. In 2022, Masimo acquired Sound United, owner of all four brands, for 1 billion dollars. But the story was more similar to that of a doctor who wears the headphones at night and makes the DJ after a party: interesting, but unsustainable in the long term.
Under the pressure of investors and due to an increasingly clear company logic, Masimo has started a sale. Samsung waited for her moment and, like a good conductor, has entered with a single movement.
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What can we expect now? New harmony or declared synergy
For Samsung this acquisition is not just an expansion of the portfolio. It is a question of strategically consolidating the sound within our technological ecosystem. Harman is already a dominant actor in the portable audio sector and is now also expanding in home theater systems, hi-fi amplifiers and high-end audio solutions. This means that in the future we will be able to expect headphones that will play like a mini zeppelin, TV with Marantz and soundbar tinning with Denon sound processing.
This could be a rare case in which synergy is not only a powerpoint term, but a real quality leap: from functional to emotional.
But will this new symphony remain faithful to its score?
We audiophiles are cautious. We have already crossed storms in the past: with diluted products, names under license and lost DNA. However, Harman’s past relationships with JBL and Akg give reason for cautious optimism. If Samsung manages to this intent, we would witness a rare phenomenon: a digital giant that not only buys the brands, but also cultivates them.
This acquisition was not made to help Samsung win in the mass segment. There is already a government there. The problem is another: the desire for their sound signature extends from the headphones you have in your pocket to the sound wall of your living room. I sound, like a memory. Like that moment when the first note reminds you of the summer of 2004. And now Samsung is preparing the ground because all those moments are them.
