They have the old CEO of Audeze as the head of their audio division. He has a photo of a potential headphone on his Instagram account: https://www.instagram.com/p/BX9U6EGARtJ/. It looks awfully familiar.
They look like something to compete with Beats, B&O and B&W rather than Sennheiser. With Alex at the helm though I'm sure they didn't let sound quality go by the wayside.
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