Samsung has confirmed a major purchase in the audio market through the Samsung Harman audio acquisition. The tech giant will buy Sound United’s consumer audio business from US firm Masimo for $350 million. Harman International, Samsung’s audio-focused subsidiary, plans to close the deal before the end of 2025. The acquisition includes renowned brands such as Bowers & Wilkins, Denon, and Marantz. Samsung aims to expand its influence in a market projected to hit $70 billion by 2029.
Harman president Dave Rogers described the move as a strategic boost for its global product portfolio. He emphasized growth in home audio, hi-fi components, headphones, and in-car sound systems. Rogers said the acquired brands complement Harman’s existing line, which includes JBL, AKG, and Harman Kardon. He also underlined that both teams share a legacy of innovation in premium audio. Together, they plan to offer a broader range of audio experiences.
This Samsung Harman audio acquisition marks the company’s largest deal since buying Harman for $8 billion in 2016. Since then, Samsung has improved the sound quality in its TVs, laptops, and phones using Harman’s tuning expertise. With Bowers & Wilkins now joining the lineup, Samsung aims to appeal more to luxury audio buyers. Harman already controls 60 percent of the global portable audio market. The new deal helps reinforce its leadership in both consumer and automotive sound.
Sound United brings more than just famous logos to the deal. Bowers & Wilkins offers iconic designs like the Nautilus speaker, priced at over $100,000. Denon has a 100-year history and built the world’s first CD player. Marantz has long been favored by audiophiles for its amplifiers and receivers. Each brand adds depth to Samsung’s growing audio empire through the Samsung Harman audio acquisition.
Meanwhile, Masimo is pivoting back to healthcare, its core business. CEO Katie Szyman said the sale will help the company focus on medical innovation. She praised the audio team and expressed confidence in Harman’s future direction. Samsung, on the other hand, had already promised “meaningful acquisitions” during its March shareholder meeting. With this deal, Samsung signals a renewed commitment to bold, strategic growth in key technology sectors.
