Lifestyle

Jacques Demont, CEO of Devialet, discusses how the brand satiates the desire for aesthetically-driven, high-performance audio technology and how he’s driving its growth phase with the recent Dubai Mall store opening.
What are the pillars of DNA that define Devialet as a brand?
At Devialet, our approach to acoustic engineering is driven by a distinctive philosophy that places human perception at the heart of our perception. Understanding the complexity of the human ear and its ability to perceive sonic subtleties allows us to define what makes sound truly authentic. Our mission is to design products that deliver these unique auditory experiences. This commitment is reflected in the 250 patents that underpin multiple groundbreaking innovations, a distinctive design, and an uncompromising approach to precision manufacturing. This synergy has given rise to an exceptional range of products, seamlessly combining aesthetic sophistication with an unparalleled sound signature.
How do you approach it and ensure these DNA/values filter down through the company?
At Devialet, we embrace a collaborative approach driven by collective excellence. Convinced that innovation stems from shared intelligence, we foster a culture where every talent plays a key role in pushing the boundaries of acoustic engineering. This dynamic enables us to design products that combine our technological expertise with a forward-looking vision. Each breakthrough must harmonise with our heritage while opening new horizons, ensuring the longevity of our values and DNA.
Jacques Demont, CEO of Devialet
How have your previous roles supported you to thrive in your current role?
Throughout my career, I have had the privilege of working with brands that transcend their industries – companies defined not just by their products, but by the deep emotional connections they create with their audiences. Tesla and Taiga exemplify the power of relentless innovation, constantly pushing the boundaries of what’s possible. At Devialet, this same pioneering spirit drives our commitment to R&D, enabling us to create breakthrough technologies that redefine the listening experience. We thrive on challenging conventions and redefining expectations. Nespresso has demonstrated how a brand can successfully scale across continents while preserving its essence. This global mindset is at the core of Devialet’s international strategy, with key markets spanning APAC, the GCC, the U.S., China, and France. Starbucks has set the gold standard in customer experience, making every interaction meaningful. At Devialet, we apply the same philosophy – ensuring that every touchpoint reflects excellence, from product discovery to long-term customer engagement. Devialet is one of those rare brands, singular in everything it represents: boldness, technological excellence, and, above all, the ability to create an emotional connection with everyone who discovers it.
Devialet is at the forefront of cutting-edge audio technology. How do you embrace innovation and leverage tech development and heritage seamlessly?
“Honour the past, build the future” – this is the mantra that drives us at Devialet. Every new advancement must align with our technological heritage while opening up new possibilities. Take, for example, Devialet Astra, our latest amplifier, launched last October in Paris. Its development is built on over a decade of expertise, inherited from our first amplifier, the D-Premier, which introduced our proprietary ADH (Analog Digital Hybrid) technology, combining the precision of analog with the power of digital. With Devialet Astra, however, we have taken a significant leap forward, not only by reinventing our ADH technology with an even more advanced version but also by completely rethinking our software architecture to create a unified ecosystem across all our products. Devialet Astra stands as a manifesto of our ability to innovate while staying true to the core principles that make Devialet so strong. It is this balance that allows us to deliver increasingly immersive and captivating listening experiences, all while preserving the unique sonic identity that defines Devialet.
What sets Devialet apart and what are the patented technologies found in Devialet’s sound systems?
Devialet stands apart through its 250 patented technologies that redefine the audio experience, including the most signature ones:
∙ ADH (Analog Digital Hybrid) in 2004 (almost 20 years): signature patented amplification technology combining the precision and finesse of analogue amplification with the power and compactness of digital amplification
∙ SAM (Speaker Active Matching), which ensures perfect synchronization between the amplifier and the speakers connected to it. The result: perfect control of the speakers and high acoustic fidelity
∙ Heart Bass Implosion (HBI): the acoustic process that emits bass sounds with extreme depth and physical impact
∙ Active Cospherical Engine (ACE): the speakers spherical design which is carefully crafted to reproduce sound and diffuse its energy linearly in all directions
∙ IDC (Internal Delay Compensation) algorithm, which acts directly on the transfer function of the anti-noise filter, ensuring that its response is optimised in order to extend the anti-noise’s range of action from infra bass to midrange
∙ SPACE: Devialet’s proprietary 3D upmixing sound algorithm. It actively upscales any content into Devialet Dione 5.1.2 audio channels creating an enveloping spatialization effect. This technology is also present in Denza’s N7 (BYD): SPACE provides truly immersive listening, no matter what content is being enjoyed.
What goes into the creation of each product, and which is the most advanced and pioneering piece to date?
Devialet has built its reputation on groundbreaking technologies, with over 250 patents protecting radical innovations across all aspects of sound – acoustic engineering, electronics, signal processing, mechanics, and manufacturing processes. Among these, some have become the very foundation of Devialet’s DNA, starting with ADH, which combines the refinement of analog amplification with the power of digital. This technology is at the origin of Devialet itself, leading to the development of the Expert amplifier and, later, Phantom. Another key innovation is SAM, which ensures perfect synchronisation between the amplifier and the speakers for optimal sound reproduction. Meanwhile, HBI is a revolutionary system capable of delivering bass with extreme depth, reaching infrasonic frequencies as low as 14 Hz, for a truly immersive physical impact. These technological breakthroughs are at the core of every Devialet product, shaping a signature sound that is both distinctive and unmatched. Our latest amplifier, the Devialet Astra, unveiled in October in Paris and soon available in Dubai, embodies the pinnacle of our expertise, offering an even more precise and immersive listening experience. By capturing the finest sonic details, Astra evokes deeply authentic and resonant emotions, redefining the art of sound reproduction.
Devialet Flagship Store in Dubai Mall
What led to the scaling of the brand in the UAE – how important is the region to the brand?
The UAE is a strategic market for Devialet, where luxury brands hold a strong status, offering recognition and aspiration that resonates with our DNA. Beyond luxury, we see a growing appetite among consumers for musical emotion, with an audience seeking immersive and unique sound experiences. The opening of this new Devialet venture in Dubai Mall marks a major milestone in our growth across the GCC. As Dubai’s premier shopping destination for over five decades, it offers the perfect setting to showcase our commitment to delivering unparalleled audio experiences to discerning customers. This flagship store is a key step in strengthening our regional presence and fostering an even deeper connection with music enthusiasts.
As the brand scales, how do you maintain exquisite craftsmanship?
At Devialet, we are committed to preserving excellence in every product we design. A prime example of this dedication is our exclusive partnership with the Opéra de Paris, initiated in 2017. Built on shared values of passion and excellence, this collaboration embodies a bold ambition: to amplify the voice of the Opéra through our cutting-edge technologies and unparalleled sound reproduction. This vision materialised in an exclusive edition of the Phantom I, on which master gilders from Les Ateliers Gohard meticulously hand-apply 22-carat gold leaf, one by one. This fusion of high technology and traditional craftsmanship gives each piece a unique character.
What has surprised you most about technology in these past 15-plus years?
What has impressed me the most over the past 15 years is the profound impact of technology on our perception of sound and the emotions it can convey. Beyond the remarkable advances in signal processing, what continues to stand out is the ability of our technologies to achieve an unprecedented level of sonic immersion – so precise and so deep that it reaches the realm of pure emotion. Thanks to innovations like ADH and SAM, we have pushed the boundaries of what was once thought unattainable. Today, ultra-compact devices like the Devialet Phantom can deliver exceptional sound quality, offering an unparalleled listening experience.
What is your favourite Devialet piece and why?
I first experienced the Phantom at a friend’s house in Paris. When I entered his living room, I found an object, so unique that I initially thought it was a piece of art. He told me: “That’s my Phantom” . Then, he played a piece from Guns N’ Roses. From the very first notes, I could hear and feel the power and the detail of each note. I had never experienced anything like it musically. Thanks to Phantom, you can hear music, see it (with the movement of the woofers), and feel it (because it delivers to the lowest frequencies ever emitted): that’s a luxury – experiencing such a dense, precise, and impactful sound.
What’s on the horizon for the brand and its audio technology?
Since its creation, Devialet has shaped the industry through its technological breakthroughs and bold vision, defining the sound of luxury. Today, we stand on the brink of a new revolution in our sector, marked by an unprecedented convergence of sound, artificial intelligence, and the Internet of Things. More than ever, it’s not just about meeting the expectations of a new generation of consumers – Millennials and Generation Z – who will soon represent 75 per cent of luxury buyers. They demand that brands embody strong values, push the boundaries of technological innovation, and provide an unparalleled user experience. Our ambition is to go beyond this, creating the perfect intersection between our products, our technologies, and their aspirations. Our audio systems, at the cutting edge of technology, are no longer just sound emitters; they are already intelligent systems, capable of adapting in real time to the tastes, needs, and acoustic environment of each user. Through our bold approach, we will continue to set the pace for evolution. Imagine a world where every note, every tone is custom-calibrated for you, where sound becomes an extension of yourself, a companion for every moment.
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