"This is not just a simple headset. It represents the sound philosophy that Hermès pursues and a major shift in the technology field."
The world-renowned luxury brand Hermès unveiled a wireless headset priced at $15,000 (approximately 21 million won) on the 29th (local time).
After starting as a harness goods store in 1837, Hermès is acclaimed for reaching the pinnacle of leather craftsmanship with this headset, which is the first to be released in its 188-year history. It is widely regarded as a symbolic event that clearly indicates where the luxury market's 'next battleground' will be.
According to CNET on the 29th, Hermès stated, "Although headsets have been functional audio devices until now, they will now serve as design objects," adding, "We will sensibly interpret sound and present new acoustics."
This first headset from Hermès, approaching the price of an average compact car, is the result of two years of development by the ultra-luxury custom-made department, 'Atelier Origine,' operated directly by Hermès.
Hermès revealed that about 50 specialized artisans from various fields conduct all processes in-house to apply the sound aesthetics that Hermès pursues. The exterior of the headset is adorned with hand-stitching, a hallmark of the brand's women's bag, the "Kelly bag." The metal components and leather also use the same materials as the Kelly bag.
This is interpreted as a determination to reflect craftsmanship from the product planning stage and overcome technical limitations, going beyond simple component assembly.
The 'surprise' challenge that Hermès has thrown to the IT industry is, in fact, close to a predicted step. Major luxury brands have already been engaged in a silent tech war for several years.
Since 2019, Louis Vuitton has been consistently releasing high-end earphones priced in the high range of 1 million to over 2 million won in collaboration with the audio brand 'Master & Dynamic.' These products have gained popularity among celebrities like actor Cha Eun-woo and soccer player Son Heung-min over the years, significantly contributing to strengthening a young and sophisticated brand image.
Chanel has also made attempts to blur the boundaries between technology and fashion through high-priced earphone accessories reportedly worn by BLACKPINK member Jennie, as well as limited edition collaborations with past IT peripheral brands.
The MZ generation (Millennial + Generation Z), which has emerged as the main consumer of luxury goods, focuses more on experiencing brands and feeling their value in everyday life rather than traditional ownership-based ostentatious consumption.
Instead of using high-priced bags or clothing only on special occasions, they subtly reveal their tastes and values through daily-use items like headphones or smartwatches.
Fashion media The Femin reported, "Among the young wealthy class, new forms like high-priced headphones are much more vividly remembered than bags or shoes that catch the eye at a glance, serving as strong 'social signifiers.'"
Products like leather goods or clothing, which traditional luxury brands have primarily focused on, have seen stagnant growth as concerns about economic recession have increased.
On the 20th, French luxury corporation Chanel announced that its revenue last year was $18.7 billion (approximately 25.82 trillion won), a decrease of 4.3% compared to the previous year. Operating profit also dropped by 30%. This marks the first time since the pandemic (global outbreak) in 2020 when both Chanel's revenue and operating profit have declined simultaneously.
Experts assess that luxury brands are venturing into 'IT deviations' to secure continuous growth factors and extend their lifespan by pioneering new markets. IT devices are capable of continually providing fresh and innovative images to brands due to the rapid technological changes.
They do not emphasize absolute technological superiority like Samsung Electronics or Sony. Instead, luxury brands focus on blending their unique emotional values built over time with technology to provide differentiated satisfaction to consumers.
Bloomberg reported that strategies are often employed where brands, like Louis Vuitton, complement their weaknesses by partnering with specialized corporations while focusing on design and marketing.
Consumer reactions to IT devices priced in the millions to tens of millions of won released by luxury brands are still sharply divided.
On one hand, there is curiosity and longing about what listening to music through a headset costing tens of millions of won would feel like, alongside enthusiastic support from loyal consumers.
On the other hand, there is a critical perspective that such excessive price bubbles muddy the market, focusing more on the logo rather than sound quality, resulting in superficial products.
Fashion media Hyperbeast quoted experts stating, "As Hermès has hinted at expanding its audio lineup to include speakers and DJ tables, such attempts are not a temporary trend but part of a long-term brand strategy," describing it as "an ambitious challenge to expand the definition of luxury into the technological era."