Last week, I was delighted to be invited to Loud & Clear’s Edinburgh store to meet with John Carroll for one of our regular catch ups to discuss the hi-fi industry and all things PR and media. This time, we were pleased to be joined by Etienne Gautier, Chief Commercial Officer of MOON.

As you know, Loud & Clear Edinburgh is renowned for its impeccable reputation in the world of audio, and, in my opinion, is the UK’s finest hi-fi store. It has been painstakingly designed to showcase premium audio equipment – making it the perfect place for me to spend time with Etienne and John. 

It was interesting to see Etienne’s reaction as he entered the building and took in the equipment on display. The stunning Millesime Red MOON Anniversary Edition 680D streaming DAC and 600i integrated amplifier by the doorway certainly put a smile on his face. 

After Etienne had taken a thorough tour, we sat down at the coffee bar, and I asked him what he thought of Loud & Clear. Etienne’s opinion carries weight, as in his role as CCO, he has visited most of the planet’s premier hi-fi shops. He said that the combination of a carefully designed retail area, a state-of-the-art listening room, and friendly, exceptionally knowledgeable staff makes the store a world-class contender.

Having John and Etienne together gave me the perfect opportunity to get up to speed on my MOON knowledge – there are no finer or more passionate advocates of the brand. Etienne started by refreshing me on MOON’s philosophy, which revolves around pushing the boundaries of audio technology while staying true to the fundamentals of musicality and sound purity. John reinforced this by noting that the natural sound is what his customers love, which is why, once they’ve purchased one MOON product, they tend to stick with the brand for life.

Etienne then stated that the build quality of his products is such that he can offer a ten-year warranty, ensuring that purchases can be made with confidence. He also said that a MOON system could very well last a lifetime.  His enthusiasm for the brand was evident as he explained the meticulous design processes that goes into every product, ensuring that every detail, no matter how small, contributes to the overall listening experience.

After, this it was time to head to the listening room to enjoy that fabled MOON sound. The Loud & Clear team had set up a perfect system featuring the 891 network player/preamplifier and the 861 power amplifier. These two products represent the pinnacle of MOON’s North Collection and feature technology and components that are ahead of the rest of the industry. The system was completed with a pair of beautiful Audiovector R 8 Arreté loudspeakers and a full loom of Nordost cables. 

As I had expected, the sound from the system was astonishing and the detailed imaging was remarkable. You’ll have heard this line many times before, but it did feel like the artists we listened to were in the room. This is truly a dream system, and if you haven’t heard it, I urge you to visit Loud & Clear. 

Spending time with Etienne and John helped deepen my understanding. They demonstrated how simple the system is to operate and how subtle tweaks can make a significant difference in performance. I was particularly intrigued when John explained that sound can be improved by not placing the components between the loudspeakers and that a better listening experience can be achieved if they are positioned away from them. He also gave a masterclass on how to toe-in a loudspeaker – another great reason to visit the store.

After the demonstration, as we moved through the various rooms, each featuring different MOON systems, Etienne said that Loud & Clear’s commitment to creating a premium listening experience goes hand-in-hand with MOON’s dedication to delivering products that will captivate their owners.

Etienne was captivated by Kyle Blain’s artworks on display throughout the building. Each painting focuses on a performer, animal, or piece of popular culture. We noticed that Kyle’s latest painting of Mick Jagger had been sold as soon as it was put on display – it really is something very special. I had planned to buy the painting of a pair of Adidas Gazelles that I saw on my previous visit to the store, but Iain (the store manager) told me that he had already snapped it up! 

I spent some time with Iain during my visit – he really is the man if you need advice on improving your system. I talked him through how I had fallen out of love with my turntable’s sound and was not using it anymore. Rather than encouraging me to purchase a new turntable, Iain explained how I could get the sound I wanted by simply replacing the cartridge.

He also introduced me to a bargain Bluetooth amplifier created by the Chinese manufacturer Spotless. Simple to use, with classic styling, and about the size and weight of a bag of sugar, it could be the centrepiece of your second system. We played it through a £31,000 pair of YG loudspeakers – the biggest difference in price points I’ve ever heard – and it was a heap of fun. Check out next week’s newsletter for the full details.

However, MOON’s products are in a class above and beyond, and as our day came to a close, we had one last listen to the Loud & Clear system. As I enjoyed the music, I reflected on how both John and Etienne have an infectious energy and commitment to promoting this brilliant brand. It is evident that the entire Loud & Clear team shares the same devotion to bringing these very special products to their customers.

During my time in Edinburgh, I was treated to meals at Tipo (excellent southern Italian food) and Sabor Criollo (fun Central American), and drinks in Panda & Sons (no moonshine there). John and Etienne are both extremely generous folk.

After my visit, I took the flight south home. As the plane punched through the thick layer of clouds, the pilot advised the passengers to look out of the windows on both sides of the plane for an unusual visual experience. On the west side there was fiery glow as the sun set below the horizon, and to the east, a full moon was rising over Leith. Or should that be MOON?

Matt Tasker, February 2025