Boardroom beckons for Dre´s Beats headphones



Beats Electronics headphones have gained kudos among young hipsters from New York to Norwich thanks to their hip-hop heritage, but now the firm is hoping to appeal to teenagersĀ“ mums and dads too with a sleek, grown-up range.

Beats Electronics headphones have gained kudos among young hipsters from New York to Norwich thanks to their hip-hop heritage, but now the firm is hoping to appeal to teenagers' mums and dads too with a sleek, grown-up range.

Business Traveller

The new Executive range has been designed with business travellers in mind

The influential company set up by hip-hop legend Dr Dre and Jimmy Iovine, the chairman of Interscope Geffen A&M Records, has lifted the lid on a subtle and sophisticated line of headphones aimed at businesspeople who take their style lead from the stars of glossy US dramas.

The design of the new Executive headphones will be pared-back and simple, with a finish rich in boardroom-friendly stainless steel and leather, showing less is definitely more. Dre and co have even given thought to people who spend much of their working life on the road, with a nifty design that means the 'phones take up minimal space in your overnight luggage. No more fretting over disturbing the person in the next plane seat either thanks to noise-cancelling technology.

Teenagers have been quick to adopt the over-the-ear Beats 'phones after seeing their hip-hop and DJ heroes sporting the iconic designs. In fact, the simple 'b' logo is becoming as desirable as a Nike Swoosh or Apple's bitten-into fruit in certain circles.

But the firm is keen to stress its appeal to parents as well as teenagers, saying late seventies punk and the blues wailing of Led Zeppelin are as influential as rap when it comes to the ethos behind the products. 

There's no denying the New York-based firm is rooted in hip US youth culture, however the latest move shows the breadth of its ambition. 

Luke Wood, president and chief operating officer of Beats, said: "We are building marketing and R&D in Europe and in Asia. We think globally."

The new Executive range is set for an October release.