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Key Points
Brand Collaboration: Philip Morris Japan partnered with French audio company DEVIALET to launch the limited-edition IQOS ILUMA i PRIME Soundsorial Model heated tobacco device.
Product Design: The model features sound-wave patterns, an aluminum-silver pocket charger, a black fabric wrap cover and a gradient holder. No core heating technology upgrade was disclosed.
Pricing and Volume: The device carries a suggested retail price of JPY 15,980, including tax. Approximately 1,900 units were allocated to Japan, according to a PMJ representative cited by Walkerplus.
Retail Channels: Sales began on October 1, 2026, at four IQOS stores in Ginza, Sapporo, Nagoya and Shinsaibashi.
Collector's Collection: A separate Soundsorial Collection pairs the device with DEVIALET Gemini II earbuds. A total of 440 sets were allocated to Japan through an IQOSPHERE membership prize draw.
2Firsts
October 23, 2026
According to an October 1, 2026, announcement by Philip Morris Japan (PMJ), the company launched the limited-edition IQOS ILUMA i PRIME Soundsorial Model in collaboration with French premium audio brand DEVIALET. The heated tobacco device went on sale the same day at four IQOS stores in Japan, with a suggested retail price of JPY 15,980, including tax. The design features sound-wave patterns, a silver-and-black finish and a gradient holder.
Japanese media outlet Walkerplus reported on October 8 that Eric Yu, a consumer public relations representative at PMJ, said approximately 1,900 units had been prepared for the Japanese market. Japan is also the only market where the collaboration device is being sold separately through official IQOS stores, according to Yu.
DEVIALET Collaboration Brings Sound-Wave Design to IQOS
The Soundsorial Model is based on the existing IQOS ILUMA i PRIME platform, with changes focused on its exterior design and packaging.
Paris-based DEVIALET develops premium audio equipment, including speakers and wireless earbuds. The collaboration incorporates visual elements inspired by sound vibrations and waves into the heated tobacco device.
The model features an aluminum-silver pocket charger, a black fabric wrap cover with sound-wave patterns, and a holder with a black-to-silver gradient finish. The packaging also incorporates the sound-wave theme.
PMJ's announcement focused on the device's design and limited availability. It did not disclose upgrades to the heating system, battery performance or other core hardware specifications.
The limited-edition IQOS ILUMA i PRIME Soundsorial Model features a silver-and-black finish and sound-wave patterns. (Source: Philip Morris Japan)
| Parameter | Specification |
|---|---|
| Company | Philip Morris Japan (PMJ) |
| Brand | IQOS |
| Collaboration Partner | DEVIALET |
| Product Name | IQOS ILUMA i PRIME Soundsorial Model |
| Category | Heated tobacco device, limited-edition design |
| Base Platform | IQOS ILUMA i PRIME |
| Design | Sound-wave patterns, silver-and-black finish, gradient holder |
| Pocket Charger | Aluminum-silver finish with black fabric wrap cover |
| Japan Launch Date | October 1, 2026 |
| Suggested Retail Price | JPY 15,980 (tax included) |
| Japan Retail Allocation | Approximately 1,900 units, according to PMJ representative cited by media |
| Sales Channels | Four IQOS stores in Japan |
Priced at JPY 15,980, Available at Four IQOS Stores
The Soundsorial Model carries a suggested retail price of JPY 15,980, including tax, compared with a reference price of JPY 9,980 for the standard IQOS ILUMA i PRIME. The collaboration model is therefore priced JPY 6,000 higher, a premium of approximately 60%.
The device went on sale on October 1 at four locations: IQOS Flagship Ginza in Tokyo and IQOS stores in Sapporo, Nagoya and Shinsaibashi in Osaka.
According to Walkerplus, PMJ representative Eric Yu said the company had prepared approximately 1,900 units for the Japanese market. The figure refers to the Japanese retail allocation rather than a disclosed global production total.
PMJ also introduced special displays at the four stores to coincide with the launch, alongside limited food and beverage offerings at selected locations.
Separate Collection Pairs IQOS Device With DEVIALET Gemini II Earbuds
In addition to the individually sold device, IQOS and DEVIALET introduced the Soundsorial Collection, a limited-edition package containing the Soundsorial Model and DEVIALET Gemini II wireless earbuds.
According to IQOS Japan's official website, 440 sets of the globally distributed Soundsorial Collection were allocated to Japan.
The sets are being offered through a prize draw under IQOSPHERE, the company's membership rewards program. The Japanese campaign runs from October 1 through October 27, 2026, with eligible members using accumulated points to enter.
The 440 collector's sets represent a separate distribution arrangement from the approximately 1,900 devices prepared for Japanese retail sales.
Industry Perspective: Limited Editions Extend an Existing Device Platform
The Soundsorial Model builds on the existing IQOS ILUMA i PRIME platform through a collaboration with an audio brand, introducing a distinct exterior design and a retail price above that of the standard device.
In Japan, the rollout combines four physical retail locations, an allocation of approximately 1,900 individually sold devices, and 440 collector's sets distributed through the IQOSPHERE membership program.
The launch illustrates PMJ's continued use of cross-industry collaborations, limited-edition designs and differentiated retail channels to expand its heated tobacco device portfolio without a disclosed change to the underlying technology.
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Cover image : The IQOS × DEVIALET Soundsorial Collection includes a heated tobacco device and DEVIALET Gemini II wireless earbuds. (Source: IQOS Japan)
