A New Guard for the Elite: Sauron's Security Shift

Sauron, a startup aiming to redefine home security for the wealthy, has a new leader at the helm. Maxime "Max" Bouvat-Merlin, fresh from his role at Sonos, is now steering the company through its development phase. The journey hasn't been smooth, with delays pushing the product launch to 2026 at the earliest. Bouvat-Merlin sees parallels between Sauron and Sonos, both targeting affluent customers and blending high-end hardware with sophisticated software. The challenge lies in deciding whether to cater to the super-premium market first or aim for a broader, yet still premium, audience. The company is also grappling with the balance between professional installation and DIY options, and whether to build everything in-house or collaborate with existing ecosystems. The core issue Sauron aims to address is the dissatisfaction with current premium home security systems. Market leaders have small shares and poor customer satisfaction scores, with frequent false alarms leading to ignored alerts. Sauron's solution involves camera pods equipped with multiple sensors, including LiDAR, radar, and thermal imaging, all connected to a 24/7 concierge service staffed by former military and law enforcement personnel.Deterrence is a key focus, with plans to identify and deter threats before they enter a property. This includes detecting surveillance, noticing suspicious vehicles, and identifying potential threats early. However, the specifics of the deterrence system remain vague, with options ranging from loudspeakers to flashing lights. Privacy concerns are significant, given the surveillance-heavy nature of the product. Bouvat-Merlin envisions a trust-based system where homeowners grant access to specific individuals. License plate detection is also being considered to identify cars circling neighborhoods multiple times. The company is cautious about growth, aiming to maintain a premium experience and service quality while driving profitability. The home security market is fragmented, with ADT leading at roughly 18% market share. Sauron aims to differentiate itself by approaching the market from a tech perspective, rather than as a traditional security company adding technology. The startup is entering the scene as concerns about crime among the wealthy rise, with high-profile incidents increasing anxiety among potential clients. Despite the challenges, Bouvat-Merlin is optimistic about the opportunity ahead. The company is focused on listening to its team, building credibility, and finalizing its strategy. More details about the products are expected later next year.