What Patek Philippe is to watches, de Sede to furniture, and Davidoff to cigars, Revox is to audio: a Swiss promise of quality with a storied legacy.

Founded in 1948 close to Zurich by Willi Studer (1912–1996), the names Revox and Studer quickly gained worldwide fame — Revox for its tape recorders, Studer as the go-to brand for professional recording studios around the globe.

Installed at The Chedi

Revox has long had a place among music-minded interior designers, system integrators, and high-end installers. Its equipment is used, for example, at The Chedi in Andermatt.

But in the public eye, the brand had become somewhat quiet over the past two or three decades.

The tape machine reborn: the new Revox B77 MK III. (Image: Courtesy)

Resonant sounds

Beat Frischknecht, the owner of Revox, wants to change that — and how.

On a summer evening in Dietikon, just outside Zurich, the new Revox World opened its doors for the first time. In the bright and spacious atrium of the new experience center, the reels of a legendary tape machine begin to spin. The vintage loudspeakers fill the 600-square-meter hall with powerful sound.

A mixing console from Parliament

Walti Stutz, Revox enthusiast and collector, brought one of his historic models back to life.

Among the more than 400 exhibits is a Studer mixing console that served for decades in Switzerland’s federal parliament building in Bern.

Walter Stutz, king of Revox collectors. (Image: Courtesy)

A look ahead

Just a few steps away lies another world: the new showrooms. Here, Revox is revealing where its journey is headed.

Owner Frischknecht, originally a real estate entrepreneur, stands proudly among the guests. «With the opening of our center, we’re showing what Revox stands for: Swiss quality, technical innovation, and a passion for music,» he says.

An unconventional entry

Frischknecht’s path to ownership was anything but typical. «I always enjoyed good music,» he recalls. When Revox was seeking capital 25 years ago, he became a shareholder. «The outstanding quality and design fascinated me.» He later took over the majority. Today, he holds 99.9 percent of the company — «owner, investor, but also a fan of Revox,» as he puts it.

The idea for the new center came to him while visiting the property: «The bright atrium immediately made me think of a Revox museum.» Said and done — the building is now not only a museum, but also Revox Switzerland’s new headquarters.

Three product worlds

«People over 50 still know us — younger ones often only through their father or uncle,» says Frischknecht. That’s about to change: the brand is repositioning itself around three product worlds — multiroom systems, compact speakers for streaming users, and a relaunch of analog tape recorders.

To attract younger audiences, Revox has introduced the Studiomaster A200 — a portable active speaker with app control, Bluetooth, and multiroom integration.

Aiming at new audiences: Studiomaster A200. (Image: Courtesy)

Re-engineering the tape machine

For traditionalists, Revox is offering a true highlight: the newly developed B77 MK III. «The return of the tape machine,» says Frischknecht. Not a refurbished model, but a complete redesign — lovingly reverse-engineered from historical units and infused with modern flair. It even integrates with the company’s multiroom ecosystem.

But what’s a tape machine without music to play? In early 2025, Revox acquired Vienna-based master tape specialist Horch House. Since then, it has partnered with labels like Ear Music and Warner to create new master tapes from original studio recordings. «When Revox is involved, the labels are in too — that’s what they told us,» says Frischknecht.

Master tapes from the original recording

There are already about 130 tapes available, with more being added monthly — classics as well as new artists. «Even young people want to own something again. A tape is the highest-quality form of that,» he says. Analog music that can’t be streamed — but must be heard, felt, and collected.

At the High-End show in Munich — the industry’s leading trade fair — the concept made waves. «From Brazil to the U.S. — everyone came to see the tape machine,» Frischknecht recalls. While the biggest audio markets are in the U.S. and Asia, Europe is catching on as well.

«Back to the top»

«Back to the top — that’s what we’ve written on our flag,» Frischknecht says. A bold ambition, but one supported by a clear strategy: “We invest in development — and focus on premium quality.»

Since the 1960s, production has been based in Villingen, Germany, while the brand’s heart still beats in Switzerland. «The brand and the brain are here — the manufacturing happens there,» Frischknecht explains.

The combination of Swiss entrepreneurship and German engineering — that’s the formula Revox hopes will bring its sound back to the global stage.