Bowers & Wilkins, the renowned high-end audio loudspeaker brand, together with luxury supercar maker and Formula 1 team McLaren, today announce an extension to their strategic long-term multi-year partnership which sees Bowers & Wilkins become Official Audio Partner across McLaren Automotive and the McLaren Formula 1 Team.
This new partnership chapter continues the decade-long collaboration between McLaren Automotive and Bowers & Wilkins. Since 2015, Bowers & Wilkins has been a partner in the development of high-performance audio systems for McLaren supercars, bringing cutting-edge sound performance. Bowers & Wilkins’ relentless pursuit of perfection, inspired by founder John Bowers, mirrors the unyielding precision and performance demanded in Formula 1 racing. McLaren’s own unrelenting approach was born of visionary founder Bruce McLaren’s desire to design and build the world’s most accomplished racing cars. Both brands’ determination to exceed the limits of what is possible is evident in their respective approaches to performance and design excellence.
The McLaren Automotive partnership is built on firm technical foundations.
Bowers & Wilkins’ revered engineering team work closely with counterparts at McLaren Automotive to create and optimise the audio system found in the company’s supercars, including the recently announced McLaren W1. The W1’s audio system features premium audio technology designed to integrate into the interior’s InnoKnit fabric and carbon fibre architecture, utilising the very latest advanced speaker technologies developed in Southwater, home to the Bowers & Wilkins research and development team and only 30 miles away from the McLaren Technology Centre.
“Exceptional audio performance is key to further enriching the engagement of a
McLaren. Specialist engineers from McLaren Automotive and Bowers & Wilkins have
worked in partnership since 2015 to develop and deliver the sound technologies that
ensure the levels of audio system excellence our customers demand.” Henrik
Wilhelmsmeyer, Chief Commercial Officer, McLaren Automotive.
By extending the partnership into the McLaren Formula 1 Team, the brands are further highlighting the depth of their relationship. Building on a successful award-winning range of co-designed products, including the Px8 McLaren Edition and Zeppelin McLaren Edition, new projects are in development to further appeal to the Formula 1 team’s substantial global fanbase.
Additionally, Bowers & Wilkins products will play a crucial role in the team’s extensive travel, relaxation and pre-race preparation needs throughout the season.
“We’re delighted to welcome Bowers & Wilkins to McLaren Racing, building on their partnership with McLaren Automotive. Both brands share a commitment to innovation and technical excellence, and we look forward to creating exciting new products for our fans together.” Nick Martin, Co-Chief Commercial Officer, McLaren Racing
Speaking on behalf of Bowers & Wilkins, Tom Henderson, Marketing Director for Licensing and Partnerships, said: “We are delighted to continue and build upon our highly successful car audio development programme as well as continuing to explore co-branded product opportunities, building on the success of the Px8 McLaren Edition and Zeppelin McLaren Edition with products and storytelling that connect us to the exciting world of McLaren Racing.”
The Partnership Between McLaren F1 Racing and Bowers & Wilkins Speakers
The partnership between McLaren and Bowers & Wilkins represents a collaboration between two British companies known for their emphasis on engineering precision, performance, and design. Officially announced in 2015, the relationship extends beyond sponsorship, with Bowers & Wilkins supplying audio systems for McLaren Automotive’s lineup of supercars and hypercars, while also receiving brand exposure through McLaren’s Formula 1 racing efforts.
Bowers & Wilkins, founded in 1966 in Worthing, England, has long been recognized as a leader in high-performance loudspeakers. The brand is known for its extensive research into acoustics and materials science, developing technologies such as the Continuum cone and Diamond dome tweeters. McLaren, meanwhile, has a history in motorsport dating back to the 1960s and a reputation for technical innovation in both Formula 1 and high-performance road cars.
The collaboration began with Bowers & Wilkins developing in-car audio systems specifically tuned for the unique cabin environments of McLaren vehicles. Unlike mass-market car audio systems, these are not off-the-shelf components adapted for automotive use. Instead, they are custom-engineered systems designed to work within McLaren’s carbon-fiber monocoque chassis, which presents unique acoustic challenges due to its stiffness, lack of traditional damping, and compact interior dimensions.
The first McLaren vehicle to feature a Bowers & Wilkins audio system was the McLaren 570GT. Since then, the partnership has expanded to include models such as the GT, Artura, and 720S. Each system is tailored to its specific platform, with Bowers & Wilkins engineers working alongside McLaren’s development team during the vehicle’s design process. Speaker placement, DSP tuning, and driver integration are all addressed during development to create a consistent in-cabin listening experience that meets the expectations of high-end audio consumers.
Outside of the vehicles themselves, Bowers & Wilkins maintains a presence in McLaren’s Formula 1 team marketing. The company’s logo has appeared on McLaren F1 cars, driver overalls, and team uniforms during select seasons. While F1 race cars themselves do not use audio systems, the association allows Bowers & Wilkins to align its brand with McLaren’s values of speed, technology, and British heritage.
The relationship also extends to joint marketing initiatives, including special edition products and event co-sponsorships. In 2022, Bowers & Wilkins released the Px8 McLaren Edition wireless headphones. This model featured branding and design elements inspired by McLaren, reflecting both companies’ shared emphasis on materials and craftsmanship. Such products serve both as consumer electronics offerings and as promotional tools to reinforce the identity of the partnership.
This collaboration fits into a broader trend of luxury automotive brands forming alliances with high-end audio companies. In McLaren’s case, the relationship with Bowers & Wilkins replaces prior arrangements and reflects a focus on bespoke, technically driven solutions. It also mirrors efforts by competitors such as Porsche with Burmester and Ferrari with JBL or Bang & Olufsen in select cases.
As of 2025, the partnership continues, with both companies citing shared values in engineering and a mutual commitment to delivering performance across different sensory domains—whether it be on the track, the road, or through sound.
About Bowers & Wilkins Headphones
Bowers & Wilkins is best known for its loudspeakers, having built a reputation over decades for producing reference-grade monitors used in both professional studios and home audio systems. Their 800 Series speakers, for example, have been the monitoring choice at Abbey Road Studios for years. But starting in 2009, the British audio company began expanding into personal audio with the introduction of its first headphones. Since then, Bowers & Wilkins has developed a focused line of over-ear, on-ear, and in-ear headphones, with a design and tuning philosophy that reflect its loudspeaker heritage.
Entry into Headphones: The P5 and P3
Bowers & Wilkins introduced its first headphone, the P5, in 2009. This was an on-ear, closed-back model built with high-quality materials like real leather and brushed aluminum. It was positioned as a premium option for listeners looking for portability without sacrificing sonic integrity. The P5 featured a warm, natural sound signature that was clearly influenced by B&W’s approach to speaker voicing.
Following the success of the P5, Bowers & Wilkins released the P3, a smaller, more compact on-ear headphone designed for mobile use. The P3 was more affordable than the P5 and featured foldable earcups for portability. While the sound quality didn’t reach the same level as the P5, it still offered a refined listening experience compared to many mass-market competitors at the time.
The P7 and Shift to Over-Ear Designs
In 2013, Bowers & Wilkins introduced the P7, a full-size over-ear headphone aimed at listeners seeking better isolation and a larger soundstage. The P7 featured custom-designed 40mm drivers, memory foam ear pads, and a folding design for travel. The move to over-ear designs allowed for deeper bass response and a more immersive presentation, appealing to more critical listeners and audiophiles.
A wireless version, the P7 Wireless, followed shortly after and included Bluetooth support with aptX, which allowed for higher-quality streaming from compatible devices. This marked the beginning of B&W’s move into wireless audio—a trend that would define much of their headphone development going forward.
PX Series: Noise Cancellation and Smart Features
In 2017, the company introduced the PX, its first headphone with active noise cancellation. The PX featured adaptive noise-canceling modes, USB-C charging, and touch-sensitive controls. It was also the first B&W headphone to support firmware updates, allowing users to receive performance and feature improvements post-purchase.
Bowers & Wilkins followed up with the PX5 and PX7 in 2019. The PX5 was an on-ear model designed for portability, while the PX7 was an over-ear design with larger 43.6mm drivers and stronger noise-canceling performance. Both models featured Bluetooth with aptX Adaptive and a refined tuning that offered more detail and neutrality than previous models.
Current Flagship: Px7 S2 and Px8
In 2022, Bowers & Wilkins introduced the Px7 S2, a second-generation noise-canceling headphone designed to compete in the premium wireless space. It featured improved ANC performance, redesigned drivers, and a slimmer profile compared to the original PX7. The Px7 S2 was positioned as a refined, everyday-use headphone for both casual and critical listeners.
Later that year, B&W launched its flagship model, the Px8. It shared much of the internal architecture of the Px7 S2 but added luxury materials such as die-cast aluminum arms and Nappa leather. More importantly, it introduced a new driver design, using a carbon cone driver similar in concept to those found in B&W’s high-end speaker lines. The Px8 aimed to bridge the gap between audiophile performance and modern wireless convenience, with support for 24-bit streaming over aptX Adaptive.
In-Ear and Earbud Offerings
Bowers & Wilkins has also entered the in-ear category with products like the PI3 and PI4 wireless neckband headphones, followed by the PI5 and PI7 true wireless earbuds. The PI7, in particular, features dual hybrid drivers and a wireless transmission case that can take a wired source and transmit it over Bluetooth, effectively acting as a wireless adapter for non-Bluetooth sources.
Partnerships with James Bond and McLaren
Bowers & Wilkins has partnered with several high-profile brands, including the James Bond film franchise and the McLaren Formula 1 racing team.
The Bond partnership led to a special edition version of the Px8, branded with 007 graphics and styled in reference to Bond’s iconic aesthetic. The collaboration was timed to celebrate the long-running film series and aligned with B&W’s reputation for British engineering and style.
In 2023, Bowers & Wilkins became the official audio partner of the McLaren Formula 1 Team. This relationship has resulted in McLaren-inspired versions of B&W headphones, featuring custom finishes and branding. The partnership also extends to McLaren’s road cars, where Bowers & Wilkins provides in-car audio systems tuned specifically for each vehicle’s acoustic environment. The racing partnership connects the brand to a global audience interested in high performance and engineering excellence, both on the road and in personal listening.
