What happens when Europe’s largest tech retailer teams up with a pop legend?
Why now?
MediaMarktSaturn is at a turning point: with more than €22 billion in revenue in 2023/24, around 24% generated online, the need for differentiation, emotional connection and access to new target groups is growing. Robbie Williams, with 14 UK number-one albums, was the ideal partner for a high-impact audio experiment.
The key question: Can a private-label brand create the same goosebumps as a superstar? And how do you translate three decades of pop history into a product that resonates with fans and the market alike?
Private labels in the tech sector are often seen as purely functional – rarely as desirable.
Our mission: to redefine the concept of ‘private’ when collective identification comes into play.
Fan relevance becomes a design principle
Through a strategic understanding of the brand, precise industrial design and an instinct for cultural dynamics, a product line has been created that combines emotional significance with technical substance.
Every element – from the feel to the sound feedback – was developed with real-life usage scenarios in mind and designed in close collaboration with the artist. The products are not driven by mere pricing logic, but by significance – in everyday life and in the life of a fan.
Technology meets timing
To mark the start of his European tour, the first limited-edition PEAQ collection will be released in July 2025. Six products – including headphones, speakers and a soundbar – will go on sale simultaneously this summer.
The timing is no coincidence, but strategically chosen: maximum visibility, emotional momentum, cross-channel relevance. The design: black, minimalist, with a gold signature. Gold symbolises his iconic stage presence as an entertainer, standing out clearly against the elegant black.
A setup that works just as well on stage as it does in the living room – and becomes a collector’s item on the shelf. This edition marks the start of a three-year partnership – with scope for further releases, formats and fan engagement. His genuine signature adorns not only the product, but every decision.
