Loewe debuts new colours for its luxury, stone-encased Iconic OLED TVs

Mike Wheatley

The luxury TV brand Loewe has announced that its Iconic TV that’s encased inside a synthetic stone frame is launching in new colors, including white and bronze. Customers will also be able to customize other aspects of the design.


Announced last year, the Loewe Iconic OLED TVs are available in 55- and 65-inch sizes, use an LG Display OLED EX panel and offer 4K resolution and advanced gaming features. They’re a luxury product with expensive price tags, and rival similarly luxurious TVs from another European firm, Bang & Olufsen.

What sets the Iconic TV apart is its frame, which is built using a material called “Syno-stone”. It’s said to be extremely durable, hygienic solid surface material that provides an eye-catching concrete aesthetic that’s quite unlike any other TV. It’s made from recycled materials and is designed so that it can be recycled again in future when the TV reaches the end of its life. In this way, Loewe is marrying its high-end class and AV pedigree with sustainability to come up with an eye-catching, eco-friendly design.

The original Loewe Icon OLED TV was available in a single colour – graphite grey, but now the company is offering pure white and bronze stone frames too.

In addition to the new colours, Loewe said buyers can choose from three different stone finishes, including midnight marble, diamond dust and ivory sands. And there are two new choices for the acoustic fabric speaker covering – graphite grey and black.

“As a further customisation possibility, the Loewe iconic can be fitted with optional side inlays in a variety of colors, materials, and finishes," the company said.

Loewe added that the Iconic OLED TV is equipped with an integrated 3.1 channel soundbar hidden behind the front cover, which can be expanded to a 5.1 channel system by adding external Loewe speakers. Dolby Atmos surround sound is supported, while the display supports high dynamic range formats including Dolby Vision, HDR10 and HLG. The TV comes with an integrated 1 terabyte hard drive, and when it launches in white and bronze in the autumn it will cost 7,000 euros for the 55-inch model and 8,500 euros for the 65-inch version.

Interested buyers would do well to note that the Loewe Iconic TVs are considerably more expensive than this year’s high-end TVs from brands like LG Electronics, Samsung and Sony. For instance, the LG G3 uses a more advanced OLED panel with Micro Lens Array technology that dramatically improves its brightness. Meanwhile Samsung’s S95C and S90 QD-OLED TVs, and Sony’s A95L QD-OLED TV, are also considered to be more premium models, at least in terms of picture quality.

That said, Loewe has always been about the style and sophistication, and while the picture quality might not be the best, it’s still extremely good. And more importantly, the TV itself just looks absolutely fabulous.