Technics wins prestigious design award for its pricey SL-1200GAE

The Technics SL-1200GAE has won in the Product category for the 2017 iF Design Awards.

The criteria and aspects judges looked for when considering the entries was the material selection, execution and brand identity of the product.

Following the halt of manufacturing in 2010, Technics came back in a big way in 2016, launching an updated version of its iconic SL-1200 with the SL-1200GAE. The limited edition series features reduced vibrations via micro-processor controlled sensors, a lightweight magnesium tonearm and a new coreless motor which replaced the iron motor of previous models.

iF Design described the turntable as a groundbreaking product in the analog market: “Redefining the benchmark for direct drive-analog players: this was the principal and ultimate theme of this project.”

The reception for the SL-1200GAE has been mostly positive, but not completely. While many users praise its precise power, most of the general public, including the DJs that established the brand’s identity, were not able to purchase the turntable due to its hefty price tag of £3,300. That said, the company has made a point to not market to DJ culture, but a more affordable model is on the way.