The expansion comes as the German consumer monitor market shows resilience, with 2025 sales rising 6.7% to nearly 3.4 million units. BenQ is leveraging this demand by segmenting its product lines to target professional coders, Mac users, and gamers with distinct, purpose-driven hardware. The new RD Series monitors prioritize visual comfort for long programming sessions, while the MA Series aims for deeper integration within macOS workflows.

Lighting and projection remain core pillars of the company's growth. The new ScreenBar Max offers broader illumination for dual-monitor setups, while the iScreenBar provides a tailored solution for iMac users. On the home entertainment front, the W4200, TK715i, and AK900ST projectors now utilize AI-driven image optimization to adjust for varying spatial environments. Jay Wu, President of BenQ Europe, noted that the company’s presence at IFA is intended to demonstrate a commitment to the European market by prioritizing personal experience over general hardware metrics.

Beyond visual display technology, the launch of INFTYLAB marks a strategic move into ergonomic desktop accessories. The initial lineup includes the Studio Arm, which features ZeroTune weight adjustment for Apple displays, the gesture-focused M Mouse, and the Flow Desk Mat. By focusing on these specific user environments, BenQ aims to move away from one-size-fits-all designs toward hardware that aligns with how creators and professionals interact with their workspaces.