Move over, Bang & Olufsen: Germany's Loewe is expanding to the US and it's bringing its super-premium OLED TVs

• Premium OLEDs and more affordable LCD TVs too
• Also bringing speakers, multi-room audio and headphones to the US
• January 2026, TV pricing tbc

Loewe, one of the most interesting European electronics brands, is officially coming to the US. The firm is well known for its intriguing design choices, such as making TVs out of concrete and metal and creating diamond-studded headphones that cost more than a car. But it makes some more sensible products too, so the arrival of its OLED and LCD TVs in the US market could be significant.

Loewe gets many of its OLED panels from LG Display and customizes them in addition to making its own MLA (Micro Lens Array) OLEDS for its super premium models – and it builds its products to last. When we met with Loewe recently, they proudly told us they'd just repaired a customer's TV that was almost 20 years old.

So, can US customers expect Loewe models to join the ranks of the best TVs?

What products are Loewe bringing to the US?

The US version of Loewe's website currently lists the Inspire, Stellar, and Iconic high-end and luxury TVs, including the Stellar Concrete and the Iconic Inspire 55 Bronze, albeit without pricing information. That latter one is a real looker, but it won't be cheap: in the UK, a 55-inch Inspire is £6,999. That's roughly $9,360 without taking tariffs into account. Sizes for these TVs range from 42 to 97 inches.

The website also lists some relatively affordable LCD TVs, the Callas series. Those TVs are listed in 32- and 43-inch sizes.

In addition to the TVs, the Loewe website also lists headphones, soundbars, multi-room sound systems and radios. Those products do have pricing, so for example, there are home cinema speaker sets for $4,040 to $4,690, soundbars from $390 to $1,305 and headphones from $260.

Loewe says it's planning a long-term presence in the US market: this is "the beginning of a long-term commitment to growth, innovation and customer experience in one of the world's most dynamic markets."

It's fair to say that Loewe won't be duking it out with the likes of Hisense and TCL in your local Best Buy. But the arrival of the high-end TVs in January 2026 means more choice for premium TV buyers, and that can only be a good thing.

The best TVs for all budgets

➡️ Read our full guide to the best TVs
1. Best overall:
LG C5
2. Best under 1000:
US: Hisense U8QG
UK: TCL C7K
3. Best under 500:
US: Roku Plus Series
UK: TCL C6K

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