In a world where investments in artificial intelligence are in the billions and where companies are competing for dominance in the satellite heavens, $350 million seems almost insignificant. But in the highly sensitive world of sound, that number is enough to shake the floors under the best audio salons. Why is Samsung buying music titans?!
Samsung has just acquired four brands, through its audio giant Harman International, that are sacred to connoisseurs: Bowers & Wilkins, Denon, Marantz and Polk AudioIt's a historic move that could redefine the home and professional audio landscape. And most importantly, this isn't the first time Samsung has reached for sonic excellence.
Harman as a maestro: Samsung's quietest but best acquisition yet
Back in 2017, Samsung acquired Harman International for $8 billion, but unlike other tech acquisitions, it didn't suffocate it in corporate gray. JBL and AKG not only survived, but became more popular than ever under Samsung's umbrella. This successful model gives hope that the new quartet will not experience corporate dilution, but rather a strategic upgrade.
Bowers & Wilkins remains an icon of design madness and acoustic purity – their Nautilus speakers are more art installation than product. Denon is the cradle of digital audio, while Marantz remains the embodiment of the warm, analogue sound that vinyl purists love. Polk? Less aristocratic, but thoroughly effective. In this union, every voice has its purpose.
Masimo – How a Medical Giant Became the Owner of Audio Icons (and Why It Didn't Last)
The entire ensemble was until recently owned by Masimo, a company specializing in medical sensors. In 2022, Masimo acquired Sound United, the owner of all four brands, for $1 billion. But the story was more like a doctor putting on headphones at night and a DJ at the after party – interesting, but unsustainable in the long run.
Under pressure from investors and increasingly unclear business logic, Masimo began selling off. Samsung waited for its moment – and like a good conductor, entered with a single move.
What can we expect now? New harmony or proclaimed synergy
For Samsung, this acquisition is not just a portfolio expansion. It is a strategic consolidation of audio within its own technology ecosystem. Harman is already a dominant player in portable audio, but now it is also acquiring home theater systems, hi-fi amplifiers and high-end audio solutions. This means that in the future we can expect headphones that sound like mini Zeppelin, TVs with Marantz tuning and soundbars with Denon sound processing.
This could be a rare case where synergy is not just a PowerPoint term, but an actual leap in quality – from functional to emotional.
But will this new symphony stay true to its score?
We audiophiles are wary. We've been tumultuous before—with watered-down products, licensed names, and lost DNA. But Harman's past dealings with JBL and AKG give reason for cautious optimism. If Samsung gets this right, we'll be witnessing a rare phenomenon: a digital giant that doesn't just buy brands, it nurtures them.
This acquisition is not about Samsung winning the mass market. It already rules there. It's about something else - a desire for their sound signature to extend from the headphones in your pocket to the wall of sound in your living room. Sound, like a memory. Like that moment when the first note reminds you of the summer of 2004. And Samsung is now setting the stage for all those moments - theirs.
