Loewe is back in business with new OLED TV range

Mike Wheatley

German luxury TV maker Loewe is back with a bang, announcing a fresh lineup of OLED TVs and soundbars with Dolby Atmos, along with a new line of lower-end LCD TVs and audio products that will be sold under a sub-brand.


Loewe went bankrupt in June 2019 following years of financial struggle, but the company announced earlier this year that it was planning a comeback after being bought out by an investment firm called Skytec Group Ltd.

The new Loewe remains headquartered in Germany and will even manufacture some of its products there. The company had planned to stage its comeback at the IFA 2020 show in Berlin this year, only to cancel those plans when that was largely canceled due to the coronavirus.

Instead, Loewe took to the internet to announce its resurrection, saying its new plan will see it sell products under two distinct brands – the traditional, high-end Loewe brand, and a new sub-brand called “We. By Loewe” that will sell more affordable products.

The classic Loewe brand, famous for its luxury products, will launch a new series of 4K OLED TVs called “bild i” during the first quarter of next year. The new range of Loewe OLED TVs will include a 48-inch model for the first time, alongside larger 55-, 65- and 75-inch versions.

In its press release, Loewe highlighted a new “Lux” software platform, but it’s not clear if this will replace the older LoeweOS that ran on its previous OLED TVs. We’re hopeful that it will, as LoeweOS was considered by many people to be outdated compared to other TV platforms such as Android TV, LG’s WebOS and Samsung’s Tizen operating system. The TVs will run a new NT7 processor, support Dolby Vision and Dolby Atmos, and come with a new, redesigned remote control, Loewe said.

In addition, Loewe will also launch new “bild v” and “bild s” OLED TVs (pictured) at the end of this year in 55-, 65- and 77-inch formats. The company said these premium models will run LoeweOS 6.4, which is an updated version of its TV software. They will also feature an integrated hard drive, multiple tuners, and come with a choice of flexible stand and bracket options.

The flagship bild s.77 TV is said to have a motorised stand that rises when it’s switched on to reveal a hidden 120 watt soundbar underneath the TV.

Loewe said prices will start at 4,000 euros for the bild v.55 model, 6000 euros for the bild v.65 and 15,000 euros for the bild s.77.

As for the new sub-brand We. By Loewe, this will focus on new LCD TVs that range in size from 32-inches to 65-inches. The company said these TVs will come with an integrated soundbar and provide access to streaming services such as Amazon Prime and Netflix, and will launch in 2021.

We. By Loewe will also sell a range of soundbars and connected speakers, including the new We. By Loewe klangbar 5, which is a 5.1.2 channel soundbar with 800 watt output that features Dolby Atmos. It will also support Apple AirPlay 2 and Google Chromecast, and an additional subwoofer will also be available, Loewe said.

Loewe said more information about its new products will be provided closes to launch, but today’s message is clear – Loewe is back in business.