Ten years after launching its flagship 1000X noise-canceling headphones, Sony is looking beyond audio performance as it charts the future of its premium lineup, betting that the next generation of users will value both function and fashion.

In an exclusive interview with the DAILY TRIBUNE during Sony’s 1000X anniversary launch at Whitespace Manila on 2 July, Sony Philippines president and managing director Shuhei Sugihara said the company’s flagship headphones have evolved from a travel essential into a tool for focus, productivity and everyday living.

“The 1000X series has very good noise canceling. That’s one of the strongest points that differentiates it from other competitors,” Sugihara said.

While travelers remain a key audience, he said Sony has observed that users are increasingly relying on the headphones in everyday situations.

“People use the 1000X for travel and also in noisy places. If they need to focus on something, we want people to utilize the 1000X in those situations, for studying, for work, and also for relaxing during flights.”

Rather than viewing the 10-year milestone as a finish line, Sugihara described it as the beginning of the next chapter for the series.

“Gradually, we have improved the noise canceling, the sound quality, and the design,” he said. “But in the future, we will expand the functionality itself, and we will continue brushing up the design as well, as a fashion accessory.”

That shift was reflected in Sony’s anniversary event in Manila, where the headphones were showcased alongside fashion installations and runway presentations instead of a traditional technology exhibit.

Sugihara said customer feedback has shaped every generation of the 1000X series.

“There are many headphones in the market,” he said. “We receive different kinds of feedback from customers, and based on that, we identify what pain points should be improved and what benefits we can expand.”

“Based on that feedback, we improve the sound quality and also the functionality itself.”

As competition in the premium headphone market intensifies, Sugihara said listening to customers remains one of Sony’s biggest strengths.

The Philippines also remains one of Sony’s priority markets because of its strong music culture and young consumer base.

“Filipinos love music, sound, dance, and karaoke,” Sugihara said. “Those characteristics make the Philippines very relevant to our audio business.”

He said the country’s demographics also present significant growth opportunities.

“There are many young customers here,” he said. “We want to expand our brand among young audiences and continue growing our headphones and audio business.”

As the 1000X series enters its second decade, Sony is aiming to position its flagship headphones not only as premium audio devices but also as everyday lifestyle products, combining sound quality, comfort, functionality and design to appeal to a new generation of users.