Sony MEA’s Murat Gebeceli on the 1000X at 10
The marketing director at Sony Middle East and Africa tells us about the 1000X milestone and what premium audio consumers in the Gulf are really buying
27 July, 2026
TT
16
Ten years ago, Sony released a pair of headphones that quietly became the category default. It is marking the anniversary of the 1000X series not with better technology, but with better materials; the 1000X THE COLLEXION swaps plastic for metal and leather, sits above the flagship WH-1000XM6, and asks buyers to pay a premium for craft rather than specs.
Murat Gebeceli, marketing director at Sony Middle East and Africa, tells Gulf Business why a decade of trust is what makes that possible, and what premium audio consumers in the Gulf are really buying.
What do 10 years of the 1000X series represent for Sony?
For Sony, 10 years of the 1000X series is a very important milestone. It represents a decade of listening to consumers, improving the experience with every generation, and continuing to push what premium personal audio can deliver.
From the MDR-1000X through the WH-1000XM2 all the way to today’s WH-1000XM6, the series has defined the category itself, with each iteration balancing uncompromising sound quality, intelligent noise cancelling and ergonomic design while staying true to the same core philosophy of bringing the artist’s intent closer to listeners wherever they go.
Sony has genuinely made its name in the award-winning 1000X noise-cancelling segment, and that consistency is what turned the line from a product into a trusted name people default to when shopping for premium headphones. The launch of 1000X THE COLLEXION gives us the credibility to do something outside our normal cadence: to launch a luxury, design-led masterpiece edition that sits above our usual flagship. Not because the underlying tech leapt forward, but because a decade of brand equity and listener trust earned it.

How have consumer expectations evolved in premium audio?
Consumers today expect much more from premium headphones than they did a few years ago. Personalisation plays an important role, ensuring that products not only support their needs but are comfortable, easy to use and adaptive to their surroundings.
That covers adaptive sound that reads their environment in real time, app-based EQ tuned to their ears, and AI-driven upscaling such as our DSEE Ultimate, which restores detail lost in compressed files, increasingly important given the rise of streaming platforms. Comfort has also become a defining factor across a range of scenarios, whether at the airport, in the office, at a café or on the move.
There’s also a real shift towards craftsmanship and materials as a differentiator in their own right. That is exactly why a halo product like 1000X THE COLLEXION resonates with today’s customer: they are buying an ecosystem, a fit and, increasingly, a statement.
Why has design become just as important as sound quality?
Headphones have become part of people’s everyday style. They are no longer something you only use for a short period of time; many people wear them throughout the day for various listening needs.
Because of that, design matters more than ever. Consumers want something that looks premium, feels comfortable and fits their lifestyle. At the same time, design cannot come at the expense of performance.
With the 1000X series, we always try to find that balance between strong audio technology, comfort, and a clean, refined design that people enjoy wearing.
What opportunities do you see in the Middle East premium consumer market?
The Middle East is a very exciting market for premium audio, particularly because consumers here are highly connected and very lifestyle-driven, especially in markets such as the UAE and Saudi Arabia, where digital and social media usage is extremely high.
This shows how closely entertainment, content, music, gaming, travel and social platforms are connected to everyday life in the region. At the same time, consumers here have a strong appreciation for premium products that combine performance with design. They want products that feel advanced and reliable, but also stylish and practical enough to use every day.
For Sony, this creates a strong opportunity to continue offering audio products that match the way consumers in the Middle East live, move and consume content.
How does Sony differentiate itself in an increasingly crowded premium headphone market?
What makes Sony different is that we are the only brand that spans the entertainment ecosystem the way we do: music, film and gaming, all under one roof. That means we uniquely understand the artist, the creator and the fan, and how to bring that intent to life.
With the 1000X series, we don’t focus on a single feature in isolation. We look at the full experience: noise cancellation, sound quality, comfort, design, call quality and smart listening features, all working together.
At the end of the day, people do not only want to hear sound clearly. They want to feel closer to the music, the movie, the game or the content they love. That is what Sony continues to focus on, using the technology to build an emotional connection with the listener.
How does Sony’s broader entertainment ecosystem influence product development?
Sony’s broader entertainment ecosystem plays a significant role in how we develop products. As I touched on earlier, what sets us apart is a unique understanding of how content is created and how audiences want to experience it.
That perspective has shaped our product offering. Whether it’s our headphones or earbuds, every product is designed to deliver exceptional sound quality, industry-leading noise cancellation and intelligent features that help users experience content exactly as creators intended. From enjoying a favourite playlist to immersing yourself in a film or focusing during a busy commute, the collection is built to enhance every listening moment.
Our latest launch reflects Sony’s commitment to bringing together our expertise in entertainment and audio innovation, delivering premium listening experiences that fit seamlessly into consumers’ everyday lives.
What does the future of premium personal audio look like?
The future of premium personal audio will be more personal, more immersive and more effortless. Consumers will continue to expect headphones that understand their lifestyle and adapt to different environments, whether they are travelling, working, relaxing or consuming entertainment.
We also see a lot of opportunity in making listening experiences feel more natural and emotionally engaging, through better sound reproduction, smarter noise cancellation, spatial audio and improved comfort.
For Sony, the focus will continue to be on creating products that do not just deliver premium sound, but also make everyday listening feel easier, richer and more connected.
Read: Sony MEA installs 391 kWp solar project at Dubai HQ, advances sustainability strategy























