Redefining premium electronics experiences in the UAE

Sony is reaffirming its commitment to the UAE with a renewed focus on innovation, meaningful experiences and closer connections between creators and consumers. From lens to the living room, Sony is uniquely positioned to offer a complete ecosystem — from professional imaging and content creation tools to premium TVs, audio and gaming, ensuring programmes created on Sony devices are experienced seamlessly on another.

This vision comes to life through Sony’s long-standing partnership with Jumbo Electronics Ltd., which began in 1975, marking 50 years of collaboration. Across Jumbo’s extensive retail network and online channels, customers can discover, touch and try Sony’s latest products in immersive, experience-led environments guided by the experts. Together, Sony and Jumbo are setting a new benchmark for premium electronics retail in the UAE, where technology is not just displayed, but truly lived.

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“Sony is deeply invested in the UAE and the wider region. Our goal is to bring the latest innovations to market quickly, and to make sure customers can experience them first-hand whether they are filmmakers, gamers, music lovers or families enhancing their living rooms,” said Jobin Joejoe, Managing Director, Sony Middle East and Africa. “Through our continued partnership with Jumbo, we bring the creator closer to the end user, offering a continuous journey from capturing content to enjoying it at home.”

Jumbo has dedicated Sony zones showcasing the brand’s newest BRAVIA televisions, high-resolution audio, gaming and imaging solutions in real-life scenarios that reflect how customers live, work and play. With every major product launch, the Sony–Jumbo association only grows stronger.

“Our partnership with Sony is built on a shared vision to shape the future of premium electronics retail in the UAE,” said a Jumbo Electronics spokesperson. “By combining Sony’s leading innovation with Jumbo’s trusted retail expertise and reach, we give our customers the opportunity to experience cutting-edge technology in an engaging, personalised way, continuing the legacy of innovation and trust that has defined our relationship since the very beginning.”

As Sony continues to introduce next-generation technologies inspired by its entertainment heritage, and Jumbo expands its footprint and in-store experience, both brands remain aligned on a common purpose: delivering shared experiences that inspire, delight and connect people across the UAE.