TW Middle East (TWME), a subsidiary of TW Audio Germany that manufactures high end professional speakers, has officially launched its UAE office in order to serve the wider Middle Eastern region.
“The Middle East region constitutes a huge and prosperous market, so we believe there is potential in this region for us to benefit and provide our products to people in this part of the world,” said Dr. Bernhard Wuestner, Co- Managing Partner, TW Audio Germany. “The UAE is the central hub for the Arab world financially and economically. It is the place to be, as it is easy to access other countries from Dubai and vice versa.”
Through its expansion plan, TWME will service the entire Arabian Peninsula including Bahrain, Iraq, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, UAE, Yemen, and also Iran, Lebanon, and Syria. In the Arabian region, Pro Lab, in the UAE, and Al Isteklal, in Qatar, are already official distributors – both renowned Pro AV suppliers.
“In the Middle East, the pro-audio industry is still in its infancy and is extremely decentralized,” said Farid Dagher, General Manager, TW AUDiO Middle East. “In terms of the market as a whole, the size of the pro-audio and pro- visual market accounts for roughly USD 2.4 billion in the Middle East and is growing rapidly. We are looking at a 15 per cent growth rate per year from now up until the Expo 2020.”
Considered among the top of the high end range of Pro Audio equipment in the world, TWME expects its market share to double in 2016 as it is already seeing its customers from its distributors to installers and event rental companies doing daily jobs in both small and large scale venues. Recently covering Rita Ora’s event in Yas Island, the rooftop lounge at Kempinski Hotel, Étoiles at Emirates Palace in Abu Dhabi, Toy Room, Morjana Club, Cash Club, Purobeach, Asia Asia in Dubai, a wedding hall in Ajman, and many others.
When asked on TWME’s key benefits and advancements, Wuestner said: “All our speakers have an unmatchable high SPL ratio compared to size and weight. This is a big advantage as it is not practical to carry around big and heavy boxes. In addition, very often the available space for speakers and the working load of ceilings are limited. Time to set up speakers can also be crucial. We take care of all these details when we develop new speakers. For us, it is the quality that matters rather than the quantity. “
The brand releases two to three new speakers per year and recently celebrated the launch of the T20 speaker – a double 10-inch speaker, which could be hanged vertically or horizontally in clubs, especially with lower ceilings. It has an extraordinary high SPL/ size-ratio with a very defined sound. The sound innovators are also currently developing an installation series for outdoors which requires a special water-resistant enclosure by replacing wood with other material.