Interesting, but, it doesn't sit well with me. I really dislike smoking and the linking of my favourite hi-fi brand to a cigarette brand is naff. It diminishes the M brand rather than building it in my eyes.

As for luxury brand..LOL..luxury cancer anyone ?

I suspect that one of M's new ��$$$ backers is somehow involved with Dunhill.

Maybe it will be a good avenue for M w.r.t. marketing...who knows. I'm sure they've done the research to back it up.

Aesthetics ? If they had unveiled that last year instead of the F80, I'd probably have liked it. The F80 is so radical yet retro to look at it's hard to beat. This one is more 'high-street boom box' retro. The top reminds me of the 5500 top. At least it might look better than the Zeppelin.

Sound? That'll be interesting. There's a premium here but I doubt it's for SQ. I expect the engine room shares an aweful lot with the F80...and why not exploit that I guess.

Rgds,
Nick