Music and TV mogul Simon Cowell is set to enter the world of high-end headphones after creating a new line of audio accessories.
The former American Idol judge's new X Headphones will feature heavily on the second season of his hit U.S. show The X Factor, which debuts on Wednesday (12Sep12).
Having a dig at new Idol mentor and Interscope records boss Jimmy Iovine, who co-founded the popular Beats by Dr. Dre headphone range, Cowell scowls, "I simply wanted something better than what is in the market today. I've tried all of them, literally, every single one."
The line was created by Cowell and his partners and Sony spin-off Syco Entertainment.
He adds, "Sony and I set out to create the best headphone in the world. We are absolutely blown away by these. With the X headphones, it's like being in the recording studio when the records are made. The sound is that clear."