When Swiss hearing aid specialist Sonova bought Sennheiser's headphone division last year, we pulled out our handkerchiefs to mourn the brand's demise.
The end of Sennheiser as we know it was near.
But Sonova keeps the good old brand alive.
The new owner presented his strategy for the first time.
Investments in audiophile headphones would be doubled, as would other premium products from the Momentum range.
There will be more of the popular in-ear wireless buds called true wireless.
Sennheiser jumped on this bandwagon just in time.
This market continues to grow through the roof.
Now the handkerchief stays dry, instead corks pop to celebrate the survival of the Sennheiser brand, which is valued by audiophiles.
After all, the German company has always stood for sound quality and high-quality products.
Wait a moment!
As we sip bubbly, how is the new strategy supposed to work?
Sennheiser made losses and will continue to make them because the market for audiophile, high-priced products remains difficult.
The competition is also strong and produces cheaper.
Sennheiser played along everywhere, but could no longer win everywhere.
The impeccable image didn't help much either.
Sonova lets Sennheiser Consumer do it anyway.
They just introduced the IE 600.
It's a listener that you put in your ear.
Wired, no noise cancellation.
The in-ear costs 700 euros.
Does anyone have a handkerchief?