Ole Witthoft founded
System Audio A/S in 1984

daring to be different – the SA history

It was the year 1984. At that time loudspeakers had to be gigantic and technically complicated. This was when SA introduced its first loudspeaker, and the press was amazed and wrote: ”This loudspeaker sets new standards”. But this loudspeaker was not like all the others, because it was a compact speaker with big sound. A loudspeaker that was created in fascination of excellent sound – and not just technology. A loudspeaker that showed a new way.

SA?s first loudspeaker model from 1984

a company with soul

It was Ole Witth?ft, who founded System Audio A/S back in 1984. For a long time he had been looking for some really good loudspeakers and as a musician he knew how music should sound. Ole explains: ”There were no loudspeakers that could reproduce the music in a live way. Most of them sounded boring. If you do not hear the details of the sound or sense the feeling because the reproduction is too poor, then you will never experience how exciting music can be. I wondered why the loudspeakers were competing about the best technical specifications when it is the sound that matters”.

Therefore he decided to build his own loudspeakers. Within a few years the demand for Ole Witth?ft’s loudspeakers increased and in 1984 System Audio A/S was a reality.
Today Ole Witth?ft is the leader of the R/D department at System Audio A/S. Millions have been invested in product development and a team of experts are constantly working to ensure that SA loudspeakers will keep on showing new ways.

the difference is clear to anyone

SA loudspeakers are sold almost worldwide. Our customers are people that love excellent sound for music and movies, but also recording studios, TV stations and musicians of all ages. Ole Witth?ft explains: ”We do not only make loudspeakers for experts, everybody is able to appreciate good sound. Our aim is to make the difference so big that anyone can hear it.”

a company with attitudes

SA does not ask what the market expects from us because the whole idea of our company was formed in 1984 as Ole Witth?ft discovered that the loudspeakers of the market were not good enough. SA sets its own standards because our products start with an idea. We will not contribute to the confusion that loudspeakers are just about technology. To SA it is absolutely clear that the quality comes from the sound and the loudspeakers being able to be a natural piece of furniture in the living room.

a confusing industry

When meeting the audio industry most people will tell you that your hi-fi system must have been produced in the Far East. Loudspeakers in plastic are included almost for free and the price for such a system corresponds to the price for a pair of good shoes. Others will tell you that you should listen to the music on your computer because that is “good enough”. Some will tell you that a loudspeaker is about design because you cannot hear the difference anyway. You will be recommended to read hi-fi magazines where the ”journalists” magnify their personal ideas into truth. They will tell you that sound is a very complicated thing and in order to understand the subject, you have to read a hi-fi magazine. Some will tell you that loudspeakers cost yearly pay and require that you re-arrange your living room or your house. Almost everybody will tell you that you must be interested in technology because this is where the real difference in loudspeakers is to be found.

SA does not agree to any of those attitudes. We are a different company that has no original roots within the audio industry. We do not want to contribute to the confusion. We rather want to contribute to understanding.