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Vienna, 08.06.2026
HIGH END Vienna is one of the most important events in the international audio industry. For us, participating in the startup area of the trade show was the perfect opportunity to introduce Apollum.
Over the 4 days of the show we met numerous dealers, manufacturers, distributors and enthusiasts from across Europe. The conversations repeatedly circled around similar themes: trust in the used market, value retention of high-quality components, and how digital platforms can better support the trade of high-end audio in the future.
This confirms our central thesis: while manufacturers, dealers and specialist media have been investing in high-quality products and content for decades, the secondary market is still often treated like an ordinary classifieds marketplace. That is precisely where Apollum comes in.
Of course, networking was not the only focus in Vienna. The show also offered numerous technical and aesthetic highlights.
Among the most widely discussed new products at the show was the new Bowers & Wilkins 801 D5. The speakers mark the next stage of development in a line that has been one of the best-known names in high-end audio for decades.
We found it particularly interesting to observe how strongly a brand's heritage plays a role even with new products. Especially for speakers of this class, long-term value is created not only through technical specifications, but through reputation, continuity and desirability built up over many years.
Not every one of our show highlights was a specific product. One of the most striking stands for us was Dynaudio's "Greenhouse". Instead of a classic presentation, the speakers were integrated into a garden-like environment and became part of a holistic design concept.
Products are no longer perceived exclusively through technical specifications. Design, spatial impact and emotional staging play a major role.
Among the most extraordinary exhibits at the show were the works by Jozefina. The red turntable placed in front of a corresponding artwork in particular showed impressively how fluid the boundaries between audio component, design object and artwork can be.
Such unique pieces exemplify an area of the market that is frequently overlooked: products whose value extends far beyond their technical function and that become interesting from a collector's perspective as well.
Not every impressive demonstration consisted of new products. For us, one of the most memorable listening experiences at the show was the opportunity to hear historic cinema speakers from Audeum.
High-quality audio technology can have a remarkably long lifespan. Many components retain their relevance over decades and even develop a special cultural and historical value over time.
A recurring theme in many conversations was the ever-increasing significance of the premium used market. Audio components change hands multiple times over the course of their lives. With each new purchase impulse, expectations around transparency, context and trust rise.
Anyone investing several thousand euros in a used amplifier, speaker or turntable expects more than a few photos and a brief description. Buyers want to understand the history of a product, how it has been assessed, and why it is still relevant years after its market launch.
That is exactly the environment we are creating with Apollum.
We are leaving Vienna with many new contacts, stimulating conversations and an even clearer picture of the role Apollum will play in the international audio market going forward.
The response to our vision of a brand-centred platform for premium audio trading was consistently positive. In the coming months we will deepen many of the conversations started at the show and work together with manufacturers, dealers and further partners on the next steps.
HIGH END Vienna 2026 was an important milestone for us – and at the same time only the beginning.
