TIME Gadgets

Bang & Olufsen Launches $8,000 TV for ‘Upper Middle Class’ Couch Potatoes

avant
Bang & Olufsen

It contracts, it swivels, and it hopes to buck the downward slide in TV sales across the world

Bang & Olufsen’s latest product offering, an $8,000 flat-panel television, aims at a rather elusive set of customers: Post-crisis Europeans with euros to burn.

The Danish company hopes to recapture market share from Asian rivals with the Thursday launch of its BeoVision Avant, a 55-inch ultra high-definition TV that automatically tucks itself out of sight when not in use. The speakers slide up into a hatch beneath the screen and the panel rotates on a metal stand to any indiscreet position the viewer pleases.

Chief Executive Tue Mantoni told the Wall Street Journal that the company’s single-product push, its largest in a decade, would mark a return to the company’s “roots,” but those roots will have to push through some rocky terrain, with Europe faltering toward a recovery and global TV sales contracting by 6% last year.

 

Your browser, Internet Explorer 8 or below, is out of date. It has known security flaws and may not display all features of this and other websites.

Learn how to update your browser
Follow

Get every new post delivered to your Inbox.

Join 45,083 other followers