Shure Achieves Audio and Design Nirvana with the Debut of its New Sound Isolating(TM) Earphone Line.

LAS VEGAS -- At the International Consumer Electronics Show (CES), Shure Incorporated today unveiled four new models of Sound Isolating[TM] Earphones representing the next generation of premium audio accessories. When Shure first launched its E Series Earphones - a family of products that brought professional audio performance to consumers - high fidelity portable audio was born. Never ceasing to innovate, the company is introducing a new line of earphones that builds on everything that is great about its predecessor, while offering consumers a number of unique new attributes including new sound signatures, modularity, style and improved ergonomics.

Acclaimed producer Mike Fraser, who has worked with artists like AC/DC, Metallica, Aerosmith, Led Zeppelin and Rush, listened to the new flagship in the line and summed up the experience by asking, "Who knew such a big sound could come out of such a small earphone?" He went on to say, "When mixing, it's critical that I listen to my mixes through different sources. The Shure earphones are an excellent reference tool because they deliver such pure sound."

The new Shure Sound Isolating Earphones remain true to Shure's 81-year history in the professional audio business with each earphone delivering a unique acoustic sound signature that addresses individual listening preferences. Incorporating balanced armature drivers that are compact in size but not in sound, Shure's newest earphones offer an ever-wider frequency range and increased detail as one moves up in the line. Contributing to the sound quality and the comfort, the earphone housings are all based on years of customer feedback as to what shapes and sizes deliver the most optimal listening experience.

"I love these earphones. The sound is so clear it's like I'm in a recording studio," commented Joss Stone, Grammy[R]-nominated artist, of her SE530 Sound Isolating Earphones (formerly model E500).

The first company to deliver an entire line of consumer earphones equipped with modular capabilities, Shure is also giving consumers something that they've been missing in their listening experiences: boundless options to personalize their portable devices. Introduced in 2006, Shure's Push-To-Hear (PTH) inline accessory is the first example of the company's pioneering efforts in modularity, which will create a whole new realm of interactive and customized personal audio accessories. Other accessories include a 9" (23cm) cable that when added to the standard length of 18" (45cm) creates 27" (68cm) of cable, an ideal length for lanyard MP3 players or armbands used during exercise.

"The accessories category is no longer the forgotten segment of the consumer electronics industry. Once viewed strictly as an add-on to digital devices, premium earphones are quickly becoming as innovative as the devices themselves," said Mark Karnes, general manager, Personal Audio Division of Shure Incorporated. "The $11B in consumer accessories purchases speaks to the growing demand for category innovation. Shure's new Sound Isolating Earphones answer that call and are just as instrumental to the listening experience as the devices they attach to," continued Karnes.

The New Shure Sound Isolating Earphones

The new Shure Sound Isolating Earphone line consists of the following models:

SE210: Premium sound in a sporty package. The $149.99 SE210 is designed with a Hi-Definition MicroSpeaker to provide full-range audio distinguished by an optimal high frequency response. The SE210 offers a sporty style and includes a Deluxe Fit Kit (see below for more details) for a comfortable, secure listening experience.

SE310: Breathtaking style and sound. The $249.99 SE310 utilizes a Hi-Definition MicroSpeaker with Tuned BassPort technology which showcases extended range audio and enhanced bass for optimal high frequencies and enhanced low-end performance. With a truly fashionable design, the SE310 also includes a Deluxe Fit Kit (see below for more details).

SE420: Heart-pounding performance. Featuring Dual TruAcoustic MicroSpeakers - a dedicated tweeter and woofer - the $349.99 SE420 treats listeners to a detailed sound stage. An internal crossover sends lower and higher frequencies to dedicated drivers so that lows, mids and highs are distinct and defined, for accurate reproduction of all the details of your music. A beautiful design that is also one of the most comfortable on the market, the SE420 also includes a Premium Fit Kit (see below for more details) for a complete experience.

SE530/SE530PTH: Pure audio precision. Formerly Shure's E500, the $449.99 SE530 (or $499.99 SE530PTH) represents the bridge between the E Series and the new line of Sound Isolating Earphones and has therefore been renamed the SE530 to signify its place as the flagship of Shure earphones. Offering the ultimate luxury audio experience, the SE530 features Triple TruAcoustic MicroSpeakers - a dedicated tweeter and dual woofers - for an expansive sound stage and full-bodied bass. An internal crossover routes audio to a dedicated tweeter to ensure that highs and mid-highs are incredibly accurate and detailed, while two dedicated woofers provide the ultimate in balanced lows and low-mids and full-bodied bass. A rich, elegant design is rounded out by a Premium Fit Kit (see below for more details) to create the ultimate in portability, connectivity and personalized fit. The SE530PTH also includes the Shure Push-To-Hear Control (PTH), an industry first for sound isolating earphones.

Fit Kits

To ensure a personalized, secure fit and maximum sound isolation, each of Shure's new Sound Isolating Earphones comes with a variety of sleeve options and custom accessories. The SE210 and SE310 feature Shure's Deluxe Fit Kit, and a Premium Fit Kit is included with SE420 and SE530 models. Descriptions of Shure earphone accessories follow:

* Deluxe Fit Kit/Accessories Package: Three pairs of disposable black foam sleeves (S, M, L); three pairs of soft flex sleeves (S, M, L); one pair of triple flange sleeves; 3' (91cm) cable; deluxe carrying case; wax guard. Optional accessories available for purchase: 9" (23cm) cable; airline adapter; volume control; i" (6.5mm) adapter; Push-To-Hear (PTH) accessory.

* Premium Fit Kit/Accessories Package: Three pairs of disposable black foam sleeves (S, M, L); three pairs of soft flex sleeves (S, M, L); one pair of triple flange sleeves; 3' (91cm) cable; premium carrying case; airline adapter; volume control; i" (6.5mm) adapter; wax guard. Optional accessories available for purchase with the SE420: 9" (23cm) cable; Push-To-Hear (PTH) accessory. The SE530 and SE530PTH also include a 9" cable, and the SE530PTH comes bundled with the PTH accessory.

International Availability

Shure's new Sound Isolating Earphones will begin to be available to consumers worldwide in February of 2007 and will carry a two-year limited warranty. They can be purchased online at www.shure.com, as well as at select retail partners. Check www.shure.com for a complete list of Authorized Retailers.

For more information about any of Shure's current consumer offerings, please visit www.shure.com or call 1-888-88-SHURE. For press quality images of the latest additions to Shure's consumer product line, please visit: http://www.shure.com/PersonalAudio/PressRoom/PersonalAudioPressKit/New ProductInformation/us_pa_new_earphones. (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.) Please note that these images are password protected. Contact Shure's public relations team at [e-mail] for the password to access these images.

About Shure Personal Audio

Shure's Personal Audio business unit provides premium audio accessories for the consumer electronics marketplace. Built on professional audio roots, Shure's products are designed to take consumers' experiences of today's hottest devices like MP3 players, mobile phones and gaming systems to a higher level. Renowned for their audio quality and innovative design, Shure audio accessories are available worldwide.

About Shure Incorporated

Founded in 1925, Shure Incorporated (www.shure.com) is widely acknowledged as the world's leading manufacturer of microphones and audio electronics. Over the years, the company has designed and produced a wide variety of high-quality professional and consumer audio products, providing a vehicle for an individual's personal sound. Shure's diverse product line includes world-class microphones, premier wireless audio systems, consumer earphones and mobile phone headsets, problem-solving mixers, digital signal processors, personal monitor systems and top-rated phonograph cartridges. Today, Shure products are used wherever high-quality audio performance is a top priority, in a wide variety of industries, markets and settings.

Shure Incorporated corporate headquarters are located in Niles, Ill., in the United States. Regional sales and marketing offices are located in: Heilbronn, Germany; London; and in Hong Kong.