The Strategy behind Westone’s ADV Earphones
Westone, which is just now delivering the first model, Alpha ($199.99), in its new Adventure Series (ADV) earphones, is no stranger to headphone technology. A company with a long pedigree in acoustic technology research and a pioneer in custom in-ear monitors for the musician market, it has brought out this latest tech iteration to extend beyond the demographics it has customarily served to address the active consumer’s needs for sound quality and a comfortable fit.
“We found over that we were getting [interest from] not only a lot of professional musicians, but also the high-end audio guys,” said John F. Lowrey, Westone’s Audio Group vice president, in explaining the thinking behind the development of the Westone consumer line over the last five years.
The debut of the ADV Alpha follows the introduction in 2011 of the W series, models of which are considered reference monitors by some audiophiles, he said. “The goal for us [with Adventure] was to listen to what the customer was asking for, to build something unique, take all that experience we had from the audio side and being involved with the ear and how it fit in the ear, and apply that to something more focused on consumers and the activities they engage in,” Lowrey said.