Audio Technica has just dropped a pair of wireless ANC earbuds that claim to be self-cleaning, just like what LG Tone Free earbuds lineup does. Of course, coming from the Japanese audio pro, I can bet the audio is going to be crystal clear, given their emphasis on audio dynamics.

The flagship audio brand is challenging the likes of Sony WF-1000XM4, Bose QuietComfort or AirPods Pro with their premium active noise canceling buds. The undeniable USP of the new ATH-TWX9 earbuds is their ability to disinfect the buds when charging in the case within 70 seconds flat courtesy of UV sterilization. The audio accessories are effective against 99% E. coli and bacteriophage viruses, and 90% potent against Staphylococcus aureus.

Designer: Audio Technica

This year marks the 60^th anniversary of the brand, and they’ve already caught our attention with a transparent turntable and a nostalgic recreation of the classic Sound Burger turntable. To keep the momentum going, these value-for-money earbuds add a niche functionality that’ll add enough merit to lure audiophiles into ditching their wired earbuds.

The IPX4-rated ATH-TWX9 earbuds are loaded with beam-forcing microphones with hybrid noise-canceling technology for adaptable ANC that the user can customize to his/her liking. I value this feature the most since ANC can sometimes be too strong when not needed. The high-end features continue with the multi-device pairing over Bluetooth v5.2, Sony 360 Reality Audio and Qualcomm aptX Adaptive audio.

Audio Technica promises a “robust and immersive soundstage” powered by 5.8mm high-resolution drivers which should interest hardcore audiophiles. The rated battery life on the ATH-TWX9 earbuds is 18.5 hours with the charging case and six hours on standalone with ANC enabled. Gamers will also be kept honest, since the earbuds have hi-res audio up to 24-bit/96kHz, and low-latency support for gaming.

The buds will be available in a Japanese Black color with Dark Bronze accents for $299. The package also includes 12 different-sized and styled silicone tips for the best ergonomic comfort.