Noblex

What Noblex does

Noblex is an Argentine consumer electronics brand founded in 1935 and operated by Newsan S.A., an electronics conglomerate headquartered in Buenos Aires at Roque Pérez 3650, C.A.B.A. Across roughly 90 years of continuous operation, Noblex has become one of the most recognized electronics brands of domestic origin in Argentina, serving primarily Argentine consumer households with a portfolio spanning Smart TVs (X7, X8, Black Series, Black Series Pro, ART TV, Roku TV, and 100-inch flagship models), audio equipment (sound towers, earbuds, headphones), smartphones (N52, N62, B30), tablets and IT accessories (including the Disney-licensed LILYPAD), PC monitors (including the NBX gaming monitor line), gaming peripherals under the NBX Gaming Series sub-brand (chairs, keyboards, mice, kits), and split air conditioners (including inverter models).

The portfolio is built on a panel-and-operating-system architecture rather than proprietary silicon. Smart TVs ship across three OS options — Google TV, VIDAA, and Roku TV — and integrate QLED/QLED+ Quantum Dot panels, Dolby Vision and Dolby Atmos, and on the Black Series Pro line additional features such as 144Hz refresh, AMD FreeSync Premium, Auto Low Latency Mode, and Abya Go cloud gaming. Noblex AI is positioned as a real-time optimization layer that orchestrates these components, but per the input it runs on MediaTek processors rather than on proprietary silicon, making it an integration-level rather than foundational AI capability. Display sizes range from 24" to 100", and unit features span Full HD through 4K UHD QLED.

The business model is multi-channel direct-to-consumer retail of branded hardware in Argentina, with revenue generated primarily through unit sales of TVs, audio, smartphones, IT, gaming peripherals, and air conditioners. Distribution covers owned e-commerce (noblex.com.ar), Tienda Noblex and Tienda Newsan stores, partner retail chains (notably Cencosud), banking retail partners (Banco Ciudad, Banco Columbia, Banco Nación, Banco Supervielle, ICBC), Mercado Libre, WhatsApp, telephone, and a corporate/institutional sales channel. Pricing is not publicly disclosed and is set at point of sale, with periodic event-tied promotions such as the FIFA World Cup 2026 'Promo Mundial' campaign. Marketing is anchored by the official-supplier relationship with the Argentine Football Association (Selección Argentina) and a strong organic presence across Facebook, X, YouTube, Instagram, and Telegram. No public revenue, headcount, or funding figures are disclosed, and Noblex operates as a private subsidiary brand within the Newsan group rather than an independent issuer.

Name

Noblex

Legal name

NEWSAN S.A.

Website

https://noblex.com.ar

Company type

Private

Founded year

1935

Operating status

Operating

Short description

Noblex is an Argentine consumer electronics brand founded in 1935 and owned by Newsan S.A., selling Smart TVs, audio, smartphones, tablets, gaming peripherals, and air conditioners to Argentine households through multi-channel retail including own e-commerce, partner banks, retail chains, and marketplaces.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Electronics and Appliance Retailers (4492)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731), Household Audio & Video Equipment (3651)

akta.pro primary industry

Streaming Media Players & Set-Top Boxes Retail (CRACAEAC)

Keywords

• Consumer electronics
• Smart televisions
• Audio equipment
• Home appliances
• Gaming accessories

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales - Smart TVs: Primary revenue stream from selling smart TVs in various series including X7, X8, Black Series, Black Series Pro, Art TV, and Roku TV. Products range from 24" to 100" displays with technologies including LED, QLED, 4K UHD, and Full HD.
2. Audio Products: Sales of audio equipment including sound towers (Square Line series), speakers, earbuds, and headphones.
3. Air Conditioners: Split air conditioners including inverter and non-inverter models with various capacities and features.
4. Smartphones and Mobile Devices: Sales of smartphones (N-series including N52, N62, B30) and mobile technology products.
5. Technology Products: Sales of tablets (including Lilypad Disney edition), notebooks, PC monitors (including gaming monitors), and gaming peripherals under the NBX Gaming Series brand.

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Noblex designs, markets, and distributes a portfolio of consumer electronics under its own brand, with smart televisions as the flagship category. The lineup spans multiple TV series (X7, X8, Black Series, Black Series Pro, Art TV, Roku TV, and 100-inch QLED models), audio products (sound towers, earbuds), smartphones, tablets, PC monitors, gaming peripherals (NBX Gaming Series), and split air conditioners sold through retail and online channels across Argentina.

Product overview

Noblex is an Argentine premium consumer electronics brand with nearly 90 years of history, owned by Newsan S.A. The company offers a comprehensive product portfolio spanning Smart TVs (X7 Series, X8 Series, Black Series, Black Series Pro, Art TV, Roku TV, and 100-inch premium models), Audio products (sound towers, earbuds), Mobile devices (N62, N52, B30 smartphones), IT/Tablet products (TN11A6128, LILYPAD tablets), PC Monitors (Full HD and gaming monitors), NBX Gaming Series peripherals (gaming chairs, keyboards, mice, monitor), and Air Conditioners (Split and Split Inverter units). Noblex positions itself as a leader in Smart TVs and premium electronics in Argentina, with strategic partnerships including Roku TV OS integration and being an official supplier to the Argentine National Football Team. The brand emphasizes technology innovation including Noblex AI optimization in its Black Series Pro TVs.

Differentiator

Problem solved

Functional benefit

Brands

• NBX Gaming Series: Gaming product line including gaming chairs, keyboards, mice, monitors, and peripheral kits.

Products and services

• Smart TV X7 Series

Quantifiable outcome

• Roku powers nearly 50% of US households
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core.

• RokucoreTechnology or Integration · 17 March 2025Strategic partnership with Roku to pre-install the Roku TV operating system on Noblex televisions, aiming to make Noblex the leading smart TV OS provider in Argentina. Roku powers nearly 50% of US households and is present in brands like Hisense, TCL, and Philips globally. Negotiations ongoing to add the popular Argentine streaming platform Flow to Roku's catalog of over 1,500 apps.
• AMDcoreTechnology or IntegrationAMD FreeSync Premium technology integrated into Black Series Pro TVs to eliminate interruptions and unwanted frames, guaranteeing smooth images at any frequency for intense gaming with smooth transitions and maximum clarity.
• Dolby LaboratoriescoreTechnology or IntegrationDolby Vision and Dolby Atmos technologies integrated into Black Series Pro TVs for superior audio-visual experience. Dolby Vision enhances images with vibrant colors, deep blacks, and sharp HDR details, while Dolby Atmos provides immersive 3D surround sound.
• Google TVcoreTechnology or IntegrationGoogle TV operating system integrated into select Noblex smart TVs, providing access to apps like Netflix, Amazon Prime Video, YouTube, Disney+, Star+, and HBO, plus Google Assistant voice control compatibility.
• VIDAAcoreTechnology or IntegrationVIDAA smart TV operating system integrated into select Noblex models like DK65X9500, providing access to streaming apps and Hey Google voice assistant compatibility.
• Argentine Football Association (AFA)coreStrategic or Co-development PartnerNoblex is the official supplier/provider of the Argentine National Football Team (Selección Argentina de Fútbol), reinforcing the brand's commitment to sports each year and serving as a key branding and marketing partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TCL: TCL is a global smart TV manufacturer with a particularly strong presence in Latin America, including Argentina. Like Noblex, TCL offers smart TVs at multiple price tiers (LED, QLED, Mini-LED) with Roku, Google TV, and Android TV integrations, making it the most directly competitive peer in the Argentine market.
• Hisense: Hisense is a global TV manufacturer that also uses the Roku TV OS as a core smart TV platform, directly comparable to Noblex's Roku partnership strategy. It offers competing QLED and ULED product lines at similar price tiers and has strong distribution in Latin American markets including Argentina.

Broad incumbents

• Samsung: Samsung is the global leader in TVs and a dominant player in Argentina's premium consumer electronics market. Its broad portfolio of QLED, Neo QLED, and lifestyle TVs (The Frame), plus its Tizen OS, makes it a major incumbent competitor across nearly all of Noblex's TV and appliance categories.
• LG: LG is a global TV leader competing across OLED, QNED, and UHD categories, with a strong Argentine presence through retail and banking partnerships. Like Noblex, LG offers webOS smart TV functionality and premium audio-visual features, making it a broad incumbent competitor in the same retail channels.
• Philips: Philips is a global TV brand with an established Argentine presence and is explicitly referenced as a Roku TV OS partner alongside Noblex, Hisense, and TCL. Its Ambilight TVs and TP Vision licensing give it broad market overlap with Noblex's premium TV positioning.
• Sony: Sony is a premium global TV and audio brand competing in Argentina's higher-end consumer electronics segment with Bravia TVs and Dolby Vision/Atmos integration. Its premium positioning in TVs, soundbars, and headphones overlaps directly with Noblex's Black Series Pro and audio product lines.
• Panasonic: Panasonic is a global consumer electronics and appliance brand with established Argentine distribution. Its TVs and air conditioners overlap with Noblex's Smart TV and split air conditioner product lines, and its broad portfolio positions it as a wide incumbent across multiple Noblex categories.

Regional players

• RCA: RCA is a consumer electronics brand with longstanding presence in Latin American markets, including Argentina, where it sells TVs and audio products at value-tier price points. As a regional competitor in similar categories but with broader geographic scope, RCA is a relevant regional peer to Noblex's lower-end TV portfolio.
• JVC: JVC is a TV and audio brand with established presence across Latin America, including Argentina. Its consumer TVs, sound equipment, and headphones overlap with Noblex's TV and audio product lines at the value and mid-tier, making it a comparable regional player in the same retail channels.
• Philco: Philco is a consumer electronics brand with strong historical presence in Argentina and other Latin American markets, offering TVs, audio, and home appliances. As a regional competitor in similar household electronics categories, Philco competes with Noblex in the Argentine mid- and value-tier segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NoblexAr
• YouTubeyoutube.com/user/NoblexArgentina
• Facebookfacebook.com/noblexargentina
• Instagraminstagram.com/noblexar

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noblex