How a Formula One deal is driving the rebirth of Bang & Olufsen – ‘it’s loud, it’s crazy … it fits in nicely’
- Luxury audio brand aspiring to be like partner Williams Racing with its own ‘powerful, cutting-edge technology that is built by the best’
- ‘We try to design sound experiences for life,’ says CEO Kristian Tear at Singapore Grand Prix – ‘you don’t have to change the hardware’
Innovation in technology is at the forefront of Formula One. And no one knows that more than Bang & Olufsen CEO Kristian Tear.
The 59-year-old Swede was back in the Lion City this month for the Singapore Grand Prix – perfect timing, after Williams Racing announced a multi-year agreement with the luxury audio brand this year, with its logo adorning its FW44 car.
Team principal Jost Capito said the deal with Bang & Olufsen was “further proof of Williams’ continued growth, both on and off-track” – something Tear’s company are certainly aligned with.
“Sport is good,” Tear told the Post at the Danish high-end consumer electronics company’s flagship store on Scotts Road. “It is a competitive environment where people aspire to be the best always, like we also do.”
Tear was not just in town to catch the race but to launch the Beosound Theatre sound bar, which incorporates 12 custom speaker drivers, and 2 subwoofers.
“It fits in very nicely with Formula One, because it’s loud, and it’s crazy,” he said. “It’s powerful, it’s cutting-edge technology, and it’s built by the best.”
His return was also a personal milestone, with Asia finally emerging from the pandemic after nearly three years of Covid-19 restrictions.