Loewe Enters U.S. Market: German Luxury TVs & $115K Headphones Explained

The German AV brand Loewe built its first television way back in 1931, but only now is the company bringing its high-end, design-driven TVs to the American market. (I believe the name is pronounced LU-vuh, with the first syllable having approximately the same vowel sound as in “book.”) Aimed squarely at the luxury market, Loewe is a bit like Bang & Olufsen, but with a focus on TVs rather than high-end audio. Like their Danish neighbors to the north, the folks at Loewe make products with high prices to match their high style. The company hit some rocky road in the early 2010s, filing for bankruptcy in 2013 and even announcing a closure in 2019. But Loewe bounced back under new ownership, and now operates in more than 50 countries supported by around 200 employees. Its premium TVs and audio products boast German engineering and design, with an emphasis on sustainable manufacturing. Most Loewe products are made in the company’s own production facilities located in Kronach, Upper Franconia, Germany

Toward the end of 2025, Loewe announced plans to officially enter the U.S. and Canadian markets. The brand then brought its wares to CES 2026 to get the ball rolling. Loewe sees North America as an important growth market, according to a press release. Loewe said that the company spent the fourth quarter of 2025 preparing operationally and strategically ahead of a formal market launch. The company plans to spend much of 2026 building brand awareness and dealer relationships. Look out for the Loewe representatives and gear at key industry events throughout the year, such as CEDIA Expo/Commercial Integrator Expo (CIX).

This U.S. debut marks not just an expansion, but the beginning of a long-term commitment to growth, innovation, and customer experience in one of the world’s most dynamic markets.

— Aslan Khabliev, Owner and CEO of Loewe

The company has established a North American subsidiary to ensure a smooth entry into the market and to help the brand align with North American sensibilities and expectations. Loewe has appointed Jeff Costello to lead the effort as General Manager. Costello previous worked for Nice, an Italian home automation company.

Loewe’s dedication to quality and longevity is what drew me to this opportunity. I am thrilled to introduce this unique offering to discerning U.S. consumers and am confident we will establish a strong and lasting presence.

— Jeff Costello, General Manager, Loewe North America

It will be interesting to see how the brand’s heritage of craftsmanship and longevity-focused design will be received by a new audience on this side of the pond. Loewe has a unique approach to consumer electronics production, combining traditional manufacturing practices with modern production technologies at its Kronach facilities. In 2024, the company announced the opening of an OLED panel production plant in Kronach, further promoting the message that its products are not just engineered in Germany, but also built there. Still, a relatively small outfit like Loewe can’t manufacture OLED panels from scratch. Instead, the company buys OLED glass and “open cell components” from LG Display. Most other brands that use LG panels (such as Sony, Panasonic, and Philips) buy the full OLED assembly. Loewe’s unusual approach gives the company more control, and the ability to customize panel performance, according to the company. With everything from the design, to the software, to the final assembly taking place in-house, Loewe is reportedly able to deliver “absolute perfection down to the finest details.”

Loewe’s flagship TV range is the stellar OLED (styled with the lower-case “s”), which will be the first to arrive in U.S. markets via select retailers and custom integrators. Interestingly, certain screen sizes of these TVs use OLED panels with Micro Lens Array (MLA) technology. This tech was developed by LG Display and used by LG Electronics in its 2024 flagship TV range, the G4. But in 2025, LG (along with Sony and Panasonic) embraced a new “Tandem WOLED” panel technology for its top models, leaving the relatively short-lived MLA tech in the past. We will have to wait to see how Loewe’s TVs compare performance-wise with more mainstream offerings using newer tech. The stellar OLED TVs will be available in 7 screen sizes; the 42-inch model will sell for about $5K, and the range-topping 97-incher will sell for a massive $45,000. The TVs are color-calibrated at the factory, according to Loewe, and framed in brushed aluminum. The 42-inch, 55-inch, and 65-inch models feature a unique concrete back panel available in two finishes.

Loewe Headphones

                  Loewe leo                                       Loewe NOIR RAINBOW                              Loewe ICE DIAMOND

Loewe also used the CES stage to show off its first-ever pair of headphones, the leo. These premium noise-cancelling headphones reportedly integrate a “top-quality DAC,” Spatial Audio with Dolby Atmos, Bluetooth LE Audio, Mimi Sound Personalization, and 50mm dynamic drivers with diaphragms made of Olefin Composite Elastomer (OCE). Pricing is still TBA, but Loewe has stated that the headphones will sell for less than $2,000. In Europe, they sell for €1,299, which is roughly equivalent to $1,540. They have become available stateside as of March 2026. Although the leo is already one of the most expensive Bluetooth headphones on the market, Loewe has also teamed up with Jacob & Co., a high-end American jeweler and watchmaker, to make two limited-edition versions with staggering price-tags. The NOIR RAINBOW features 15.97 carats of multicolor sapphires, while the ICE DIAMOND is weighed down by 12.47 carats of pure white diamonds — enough to be any girl’s best friend. But if you want one of these bejeweled beauties, you need to be a bajillionaire. The colorful NOIR RAINBOW will set you back $115,000, which is a steal compared to the $135,000 ICE DIAMOND.

We’ll be curious to see how American luxury AV customers respond to Loewe’s distinctly European designs. Can Loewe get away with selling TVs with 2024 display technology in 2026? Will the brand’s signature styling convince design-savvy buyers to pay super-high prices, even if better performance is available from the likes of Sony, Samsung, and LG? Will anyone actually pay $135K for diamond-encrusted headphones? Share your thoughts in the related forum thread below.