Samsung subsidiary Harman has made a significant move by agreeing to acquire Masimo’s audio division for $350 million, adding renowned audio brands like Bowers & Wilkins, Denon, and Polk Audio to its already impressive portfolio. This acquisition is set to position Harman and, by extension, Samsung as a dominant player in the global consumer audio market. The deal is expected to be finalized by the end of 2025, pending regulatory approvals.
A Strategic Expansion of Harman’s Audio Empire
This acquisition will expand Harman’s roster of high-end audio brands, which already includes JBL, Harman Kardon, Arcam, AKG, Mark Levinson, and Revel. These brands were brought into Harman’s fold following Samsung’s $8 billion acquisition of Harman in 2016. With the addition of Masimo’s audio assets, Harman will not only increase its presence in the consumer audio space but also make a strong push into the automotive audio market, solidifying its position in both high-end home audio and car audio systems.
Masimo, known for its innovations in medical technology—particularly in non-invasive monitoring systems—has increasingly diversified its offerings, which now include premium audio brands. The sale of its audio division allows Masimo to refocus on its core medical technologies while ensuring that its audio brands find a suitable home within Harman’s vast portfolio.
The Future of Premium Audio at Samsung
The acquisition is part of Samsung’s broader plan to strengthen its dominance in the consumer audio market. By combining the audio technologies of Bowers & Wilkins, Denon, and Polk Audio with the existing offerings from Harman’s other brands, Samsung is poised to create even more advanced audio solutions across its product range. This includes integrating professional-grade audio technology into Samsung’s lineup of smartphones, wireless earphones, headphones, TVs, soundbars, and more.
With the addition of Bowers & Wilkins, Denon, and Marantz, Samsung will also look to enhance its premium automotive audio offerings. Bowers & Wilkins, in particular, has a rich history of providing high-performance sound systems to luxury car manufacturers, and its integration into Samsung’s portfolio could result in next-generation car audio systems.
As part of this acquisition, Harman’s existing brands will continue to play a central role in providing innovative audio products. Harman’s success in establishing itself as a global leader in premium audio, with over 75 years of expertise in the industry, will be further bolstered by the new additions. Harman President Dave Rogers noted that the company is proud of its legacy in the audio industry, and acquiring Bowers & Wilkins will enhance its ability to lead in the luxury audio space.
Impact on the Audio and Consumer Electronics Industry
The acquisition of Masimo’s audio division represents a pivotal moment for both Harman and Samsung, signaling their commitment to creating a more integrated audio ecosystem. For Samsung, audio technology is not just about standalone products but about enhancing the user experience across its entire range of devices. The company is investing heavily in delivering high-quality sound experiences, and this move will help Samsung achieve that by incorporating the advanced acoustic engineering of these new brands into its products.
The addition of Bowers & Wilkins and Denon to the portfolio will elevate the sound quality in Samsung’s TVs, smartphones, and audio devices. Meanwhile, the expertise in home audio from brands like Polk Audio will allow Samsung to push the envelope in home entertainment systems and soundbars, an area where the company is keen to maintain a competitive edge.
Samsung’s push into the automotive audio market is another area where the company sees significant growth potential. The addition of premium audio brands will allow Samsung to offer advanced car audio systems for automakers looking to differentiate their vehicles with superior sound quality. This move is part of a larger trend in the automotive industry where high-end audio systems are increasingly seen as a key differentiator for luxury and performance cars.
The Role of Masimo in the Deal
Masimo, the global medical technology company, is known for developing advanced monitoring systems such as pulse oximeters used in healthcare. While the company has had a presence in the audio market through the brands it is now selling, it has always been more focused on its medical technologies. The decision to sell off the audio division allows Masimo to concentrate on its core business, especially as it continues to innovate in non-invasive health monitoring.
Masimo Vice Chairman Quentin Koffey expressed that finding the right home for the audio division has been a priority for the company’s board. This acquisition, he said, represents a strategic milestone for Masimo, which now shifts its focus back to health technology.
What’s Next for Samsung’s Audio Ambitions?
Samsung’s decision to acquire Masimo’s audio division is not just about acquiring new brands—it’s about redefining how audio fits into its broader product ecosystem. Samsung plans to integrate professional audio technologies into its existing consumer electronics and automotive offerings, giving users an elevated experience across a variety of devices. With a range of brands that appeal to audiophiles, casual listeners, and car enthusiasts alike, Samsung is positioning itself as the go-to brand for high-quality sound.
For Harman, the acquisition of these prestigious audio brands also enhances its legacy as a global audio powerhouse. Bowers & Wilkins, known for its luxury speakers and high-end headphones, and Denon, with its long history in premium home audio and sound systems, will further elevate Harman’s position in the industry. These additions are expected to complement Harman’s existing portfolio, which includes JBL, one of the world’s leading consumer audio brands.
Dave Rogers, President of Harman’s Lifestyle Business Unit, expressed excitement about the future possibilities the acquisition brings, particularly the opportunity to solidify Harman’s position in the premium audio market. He highlighted that the combination of Bowers & Wilkins’ renowned luxury audio products with Harman’s deep technical expertise will create an even more formidable presence in the global audio space.
A Stronger Future for Consumer Audio
Samsung’s acquisition of Masimo’s audio division is a clear indication of the company’s ambition to lead the global audio market. With the integration of Bowers & Wilkins, Denon, and Polk Audio, Samsung now possesses a powerful combination of brands that cater to a wide range of audio enthusiasts, from casual users to audiophiles and car audio enthusiasts.
The deal is expected to drive innovation across various product categories, from Samsung’s smartphones and headphones to its premium automotive sound systems. As Samsung continues to innovate in the consumer electronics space, this acquisition positions the company to offer cutting-edge audio experiences that cater to an increasingly audio-conscious consumer base.
While the deal is still subject to regulatory approval, it’s clear that Samsung’s strategy to dominate the consumer audio market is taking shape. With the combined strengths of Harman’s extensive audio portfolio and the addition of Masimo’s premium brands, Samsung is well on its way to becoming the leader in both the consumer and automotive audio industries.
Frequently Asked Question
What is the deal between Samsung and Masimo?
Samsung’s subsidiary, Harman, has agreed to acquire Masimo’s audio division for $350 million. This acquisition brings premium audio brands such as Bowers & Wilkins, Denon, and Polk Audio under Harman’s umbrella, further expanding Samsung’s presence in the consumer and automotive audio markets.
When will the deal be finalized?
The deal is expected to close by the end of 2025, subject to regulatory approval.
What other audio brands does Samsung already own?
Samsung, through its acquisition of Harman in 2016, owns a variety of well-known audio brands, including JBL, Harman Kardon, AKG, Arcam, Mark Levinson, and Revel.
How will the acquisition impact Samsung’s products?
The acquisition will help Samsung integrate high-end audio technology into its product lineup, including smartphones, wireless earphones, headphones, TVs, soundbars, and automotive audio systems.
Why is Masimo selling its audio division?
Masimo, primarily known for its medical technology innovations, is refocusing on its core business. The sale of its audio division allows the company to concentrate on its non-invasive health monitoring technologies.
How does this acquisition benefit consumers?
Consumers can expect enhanced audio experiences across a wide range of Samsung products, including better sound quality in smartphones, televisions, and even in-car audio systems. The acquisition also positions Samsung to lead in both home and automotive audio markets.
How does this acquisition affect the automotive audio industry?
With the addition of brands like Bowers & Wilkins and Denon, Samsung is better equipped to enhance automotive audio systems, positioning itself as a leader in premium car audio and giving automotive manufacturers access to world-class sound solutions.
Conclusion
The acquisition of Masimo’s audio division by Samsung’s Harman subsidiary represents a significant step in the company’s strategy to become the undisputed leader in the global consumer and automotive audio markets. By adding iconic brands like Bowers & Wilkins, Denon, and Polk Audio to its extensive portfolio, Samsung is positioning itself to deliver premium audio experiences across a wide range of products, from smartphones and TVs to high-end car audio systems.
