Samsung is deepening its hold on the high-end audio market with a major acquisition. Through its subsidiary Harman, the tech giant has agreed to acquire the consumer audio division of Masimo—a move that brings well-respected brands like Bowers & Wilkins, Denon, Marantz, and Polk Audio into Samsung’s growing audio empire.
The $350 million deal, expected to close by the end of 2025 pending regulatory approval, adds to Samsung’s already substantial audio portfolio, which includes JBL, Harman Kardon, AKG, Mark Levinson, Arcam, and Revel—brands it gained through its $8 billion purchase of Harman back in 2016.
While Harman has long been associated with professional and consumer-grade sound systems, this latest acquisition gives Samsung greater access to a wider range of audio technologies and market segments. Bowers & Wilkins is known for its high-fidelity loudspeakers and automotive audio systems; Denon and Marantz have deep roots in home theater and hi-fi audio; and Polk Audio has a strong presence in value-driven home entertainment products. By consolidating these names under one umbrella, Samsung is aiming to reinforce its position as a dominant force in both luxury and mass-market audio categories.
In a press release, Samsung said the acquisition supports its ambition to “solidify its global No. 1 position in the consumer audio market.” The company also hinted at plans to bring technologies from its newly acquired brands into a broader range of products—ranging from smartphones and wireless earbuds to TVs and soundbars. This kind of cross-platform integration could position Samsung to more directly compete with Apple and Sony, not just in mobile and home audio, but in automotive audio as well.
Indeed, the car audio segment appears to be a key area of focus. Bowers & Wilkins already supplies sound systems for several high-end automotive brands, and Samsung seems poised to leverage that expertise to grow Harman’s in-car entertainment business—an area that’s increasingly strategic as connected vehicles become more common.
Masimo, best known for its medical devices, has been restructuring its portfolio following a contentious legal battle with Apple over pulse oximeter technology used in the Apple Watch. The company’s decision to sell off its consumer audio brands represents a clear shift back toward its core healthcare focus. “Finding the right home for this business has been a stated priority of the new Board from day one,” said Masimo vice chairman Quentin Koffey.
From Samsung’s perspective, the move continues a strategy of acquiring established audio brands rather than building them from scratch—a method that has already paid dividends through Harman. Now with Bowers & Wilkins, Denon, Marantz, and Polk on board, the company appears well-positioned to shape the future of consumer and professional audio across multiple touchpoints—from living rooms to luxury cars.
