Pricing for Australia has not been announced for a new Monster pair of headphones that is set to sell in the USA for $300.According to Noel Lee, the CEO of Monster, their new pair of “ultra-premium” $550 Genesis headphones are part of a new branding program for his Company, who parted company last year with Beats a brand that Monster helped to establish itself in the USA.

In an exclusive interview with ChannelNews Lee said that brand is critical in the headphone market that is already “getting crowded” “We believe that quality and brand are critical and brand is number one for consumers” he said.

Monster claim the new model features a “sculpted, patented over-ear design and the most advanced active noise-cancellation technology Monster has ever introduced.”

In Australia the new Monster headphones will be sold by Convoy who recently lost the distribution rights for the Beats range of headphones.

 When they ship in April, Monster claims they’ll be offered in extremely limited distribution “with each product individually serialised and packaged with a hard shell case featuring finely woven ballistic nylon.”