For 100 years now, Ortofon has been a story of technological and aesthetic evolution. In 2018, the Danish firm celebrated its century! Proof of prestige and know-how, this anniversary is also an opportunity to learn more about a success story that has never stopped to surprise us!
A short flashback on the history of the famous Danish manufacturer with Christen H. Nielsen, Ortofon’s current CEO, who kindly granted us an exclusive interview.
1. ORTOFON CELEBRATED ITS 100TH BIRTHDAY IN 2018. IN YOUR OPINION, WHAT HAS BEEN THE KEY TO THIS SUCCESS FOR SO MANY YEARS?
Our success is based on the values we have always cultivated: curiosity, passion for the products and strong perseverance. In addition to these values, there is also a powerful technical department.
Denmark has a very strong industry sector for acoustic products (such as speakers, listening devices, cartridges, acoustic measuring tools, etc.) which is supported by universities and other technical institutes. During its history, Ortofon has worked in partnership with this excellent and powerful Danish acoustic infrastructure, which has participated in its success.
Since Ortofon’s earliest days, 100 years ago, the focus of the brand has always been international. Indeed, Denmark is a small country, so it is essential for a Danish company to expand internationally as soon as possible in order to develop. Ortofon has always been and will continue to be this very flexible, versatile SME, as well as very attentive to the demands of the international market.
2. DURING THESE 100 YEARS, ORTOFON HAS GONE THROUGH THE GOLDEN AGE OF VINYL BUT ALSO THROUGH ITS “PERIOD OF DECAY” AND THEN ITS STRONG COMEBACK. HOW DID THE BRAND HANDLE THESE CHANGES?
The brand has always been focused on the development of new products. This results in the adaptation of new technologies, new processes as well as great vitality in the commercial field.
In 1985 we launched a special B2B (Business to Business) division in the technical-medical field in order to exit the exclusive Hi-Fi cartridges market. This division has enabled Ortofon to better understand the vinyl’s decline and is now a second strategic activity that is very important for the brand’s future.
In addition, Ortofon‘s highs and lows have created a survival instinct in the team that makes us look forward to the possible insecurities of the future with complete confidence.
3. WHAT ARE YOUR FLAGSHIP PRODUCTS?
In 2019 the new Anna Diamond MC cartridge designed using SLM (Selective Laser Melting) technology and its diamond cantilever will be the flagship product for high-end cartridges.
In general, all products in the “Exclusive” range such as the MC Windfeld Ti, the MC Anna, the MC Anna D and the MC Expression are all flagship products in that they are designed using SLM technology.
Ortofon is the first worldwide company to have applied this technology to the design of consumer products. To be part of this Exclusive range, it is essential to have been designed with this SLM technology because the benefits obtained by this technique are equally as much in sound quality as in design.
More accessible for all customers, the 2M Red MM cartridge with its characteristic design and sound quality is also an Ortofon flagship product. This is THE product designed for the consumer who is looking for good sound quality, characteristic Scandinavian design and a reasonable price.
In the DJ field, the Concorde is iconic. This model has undergone great evolution. The first Concorde worked well, but we also understood that consumers are entitled to the best possible product and the cartridge has been improved and renewed with the latest technology, which has increased its performance and increased consumer choice. The new Concorde marks the beginning of the customization of Ortofon’s cartridges to meet the different needs of different users.
4. ARE YOU CURRENTLY WORKING ON THE DEVELOPMENT OF NEW CARTRIDGE TECHNOLOGIES?
Of course we are. We consider 3D print technology as a promising possibility for new products.
We will also focus on the latest diamond cantilevers technology. Born during the Ortofon Centenary, the diamond cantilever first equips the Century MC cartridge and creates a real shock at the first listening. Faced with such a sound success, we equip the new MC Anna D with the same technology so that it is not limited to the centenary and can enjoy its daring sound quality for longer.
We have many other ideas around the cartridges but, as you will understand, it is not possible for me to reveal to our action plan for the next few years, only to guarantee you that this roadmap is particularly ambitious and offensive.
It is also important that the production line be modern and efficient and we will soon add a fully robotized part to it.
Also, in early 2019 we became a partner in the Digiman 4.0 technology development project. It is a program financed by the European Union to develop the integration of several digital sectors in the value-added chain. In this context we work in partnership with several European entities such as universities and technological institutes.
5. AFTER THE IMPORTANT 100 YEAR ANNIVERSARY, HOW DO YOU SEE THE NEXT FEW YEARS?
We believe that the expansion of vinyl will continue, however in a more mature and competitive market. To be successful, we must be agile, both in innovation and new product development and in the commercial field.
We are also going to reinforce our second division, that of B2B medical products, which is a completely different world commercially speaking and particularly demanding technologically!
Ortofon‘s presence in the hearing device market is also beneficial for our cartridges. This includes engineering ability, expertise in materials, transducer systems, knowledge of production systems, and knowledge of suppliers. A concrete example is the transfer of the famous SLM technology from the medical field to the cartridges in the Exclusive range.
In short, I can give you a simple answer: we will continue to develop new products, new technologies and to train our collaborators!