Making a literally big impact at a recent London product showcase, this—frankly, stunning—new TV is a TV statement of intent from Loewe.
First unveiled in the brand’s home country of Germany at High End Munich 2025, the Loewe stellar 97 is now being promoted as the brand’s ultimate statement in luxury, high-performance TV.
Loewe says the 97in OLED TV sets new benchmarks in picture quality, craftsmanship and technical sophistication. Like all Loewe products, it is manufactured at the company’s headquarters in Kronach, Germany.
At its core is the latest generation of Ultra HD OLED technology, using state-of-the-art W-OLED Open Cell panels from LG Display, paired with Loewe’s advanced features. The stellar 97 also combines Dolby Vision IQ Precision Detail with precise calibration carried out at Loewe’s own factory. According to the brand, the OLED display reproduces colours exactly as intended by filmmakers. Even at 97in, Loewe says it meets all picture and colour standards, ensuring a natural and immersive viewing experience.
A Premium Hub for Gaming and Entertainment
The stellar 97 is more than just a display—it’s a smart entertainment hub. With the new Vidaa Cloud Gaming Zone and support for services like Blacknut and Boosteroid, plus full integration of console controllers, the set delivers an elevated gaming experience.
Features such as Art Mode, new comfort AI tools and an integrated AI-powered content recommendation service are delivered via the cloud, offering a range of customisable home entertainment options. Powered by the Vidaa U9 premium TV platform, the interface is designed to be fast, intuitive and rich in content.
Major streaming services—Netflix, Amazon Prime Video, YouTube, Disney+ and Apple TV+—come pre-installed. The stellar 97 also supports seamless media sharing and smart home integration via Miracast, Apple AirPlay and Matter.
For flexibility, the TV includes a dual-channel chassis, double triple-tuners and a 1 Terabyte SSD. Multiple recording options are supported, from EPG-programmed schedules to spontaneous time-shift functions. Tuners for DVB-T2/C/S2 HD and an easily accessible CI slot support a range of reception and recording scenarios. The solid-state drive is ideal for video playback and is energy-efficient, fast and silent for added comfort. Full HDMI 2.1 support and Ultra HD @144Hz VRR also ensure the TV is gaming-ready.
Controlling the set is easy with the new Loewe remote, which includes infrared, Bluetooth, voice input, an illuminated navigation ring and direct streaming buttons. For those who prefer a more traditional feel, the classic Loewe Assist remote is also compatible. The intuitive menu layout is based on Loewe’s familiar interface, offering a smooth and personalised smart TV experience.
Audio performance is handled by an integrated 300W soundbar, adding credible sound quality to the visuals. The soundbar can also function as a centre channel in a wider system setup.
Design Meets Precision and Craftsmanship
The Loewe stellar 97 is a bold design statement, developed in the brand’s in-house design and innovation studio. This Craft Design TV combines aesthetic elegance with functional precision, transforming any space into a stylish gallery, according to the company. And it’s hard to argue. In person, the set is beautifully imposing.
Constructed from premium materials, the TV features a brushed aluminium frame with diamond-cut edges, a sleek acoustic-fabric speaker grille and a rear panel made from real aluminium. All connections are hidden behind smart covers, and integrated cable management keeps things clean and organised. A Side AV Tunnel adds extra connection options while maintaining invisible cabling.
Mounting Options and Loewe magic.light
A specially developed, hidden wall mount extends from the rear of the 97in TV, enabling near-flush wall installation. Durable VESA mounting points offer further flexibility for different setups. Dimensions (in cm) are W x H x PD / TD = 218.2 x 133.8 x 7.0 / 7.1. A matching stand is also available and features a rotating function, allowing viewers to adjust the angle for the best experience.
The stellar 97 also includes Loewe magic.light technology. Unlike ambient systems that match on-screen content, this feature delivers gentle lighting animations to enhance immersion. The soft, warm white glow sets the mood, and users can customise it via the settings menu. Options include full-spectrum colour choice, brightness, saturation and animation length. For minimalists, the feature can be turned off entirely.
While not a direct rival to Philips Ambilight, this lighting concept is distinctive. Perhaps future updates could incorporate reactive ambient lighting, but for now, magic.light remains a tasteful flourish.
The Loewe stellar 97 is available now, with end user price quoted at £29,999 (RRP).