Sony Middle East and Africa has launched the LinkBuds series in the region. Designed for all-day comfort and an active lifestyle, the latest series combines innovative audio technology with a secure, firm fit for best-in-class performance.

LinkBuds Fit feature the Integrated Processor V2, the same chip powering the award-winning WF-1000XM5, optimizing noise cancellation in real time based on your environment.

Built for comfortable all-day use, they stay securely in place, even during intense movement—ensuring uninterrupted focus.

With Sony’s advanced audio technologies, including DSEE (Digital Sound Enhancement Engine) and 360 Reality Audio, they deliver an immersive and authentic listening experience.

Commenting on the launch, Jobin Joejoe, Managing Director of Sony Middle East and Africa, said, “The launch of LinkBuds series is another milestone of Sony’s innovation momentum. These earbuds are created especially for today’s active consumer who needs superior sound quality as well as all-day comfort. We’re excited to deliver a unique experience that highlights the potential of LinkBuds Fit in an immersive fitness setting. At Sony, we are always striving to give the best experience to all our discerning consumers.”

Devialet, the renowned French acoustic engineering company, has partnered with the Chalhoub Group to open its first flagship store at The Dubai Mall. This milestone underscores Devialet’s commitment to redefining audio excellence in the region and offering an unparalleled sound experience to music enthusiasts.

“The opening of Devialet’s flagship store at The Dubai Mall marks a significant milestone in our expansion across the Middle East. As part of Chalhoub Group’s commitment to shaping the future of luxury retail, we are excited to offer customers an immersive journey into Devialet’s revolutionary approach to sound. This new store not only embodies Devialet’s pursuit of acoustic excellence but also reinforces our mission to bring the world’s most advanced luxury tech to Dubai, a city at the forefront of innovation. As we continue to grow in the region, we remain dedicated to delivering unparalleled experiences to our discerning clientele.”

Located on the second floor of The Dubai Mall, the store’s sophisticated architecture and striking façade immerse visitors in the world of Devialet. The full range of Devialet products, including the iconic Phantom speaker collection, is showcased in a carefully crafted section.

Emmanuel Nardin, Chief Design Officer of Devialet, says, “When we envisioned the Dubai Mall store, our aim was to create a space that embodies the essence of Devialet: awakening all the emotional senses that accompany listening. To bring this vision to life, we designed an exclusive space with a refined aesthetic, seamlessly combining monochromatic tones and enveloping rounded shapes to fully immerse visitors in the universe of Devialet. The true centerpiece, the listening room, has been enhanced with a carefully orchestrated lighting design and a subtle interplay of transparency, creating an immersive experience where every note and every vibration comes to life.”

Spanning 1,079 square feet, the flagship store embodies Devialet’s signature minimalist design ethos. The interior features smooth, flowing curves and a meticulously curated monochromatic material palette.

Jacques Demont, CEO of Devialet, says, “At Devialet, we are convinced of the exceptional potential that the GCC region holds for our global growth. The opening of our flagship store in the heart of Dubai Mall is a key milestone in our international development strategy, aimed at offering the best of French acoustic engineering. This new space will provide our future customers with a unique immersion into the Devialet universe, allowing them to experience the full power and purity of our sound signature. For this opening, we are fortunate to rely on the expertise of our partner, Chalhoub. This collaboration, founded on a shared quest for excellence, embodies our ambition to create exceptional retail spaces. With 70 years of experience and a strong presence in the region, Chalhoub is the ideal partner to support Devialet in this exciting new venture.”

A standout feature of the new store is its Listening Room, equipped with a Phantom theater that delivers an extraordinary sound experience. Designed as a theatrical space, every element—from transparency to lighting effects—works in perfect harmony to bring Devialet’s sound signature to life.

Apple Inc.’s Beats division has unveiled the long-awaited Powerbeats Pro 2, which features noise cancellation, a heart-rate monitor, and a revamped design aimed at athletes. This new model incorporates capabilities seen in Apple’s AirPods, such as transparency mode for better external noise awareness and the H2 chip for enhanced sound quality. Additionally, it offers improved spatial audio for a 3D listening experience and comes with a smaller, wireless charging case.

The heart-rate monitor is a notable first for Apple-designed earbuds, expanding the company’s health-related features, and utilizes technology found in the Apple Watch. Despite a slow holiday season for Apple’s wearables business—with sales in the division falling nearly 2% to about $11.8 billion—the introduction of these new earbuds is anticipated to drive interest and sales.

Priced at $250, the same as the previous model, the new Powerbeats Pro 2 will be available in black, orange, purple, and a color called quicksand. This price point matches the AirPods Pro 2, although the Powerbeats may be more appealing to athletes due to their secure ear hooks.

Apple Vice President Oliver Schusser, who oversees Beats as well as the company’s sports, TV+, and music initiatives, hailed the new Powerbeats as “the most impressive product in Beats’ history.” Acquired by Apple in 2014 for $3 billion, Beats remains the company’s largest acquisition to date.

The heart-rate monitor will be compatible with fitness apps like Peloton, Nike Run Club, Ladder, and Slopes, with data integration into the Apple Health app. The earbuds will also be compatible with Android devices. Apple is reportedly working on AirPods with heart-rate monitoring, though they are still many months away from release.

In terms of battery life, the Powerbeats Pro 2 holds an advantage over AirPods, with 10 hours of usage on their own and 45 hours with the charging case, compared to six hours for AirPods alone and up to 30 hours with the case. However, AirPods continue to offer unique features, such as a new hearing aid functionality.