Razer isn’t waiting until the Consumer Electronics Show (CES) 2014 before introducing a new line of audio products for music enthusiasts. 

PC gaming company Razer has launched the Adaro series of headphones designed for personal entertainment, which isn’t aimed at gaming, and is instead geared towards music listeners.

The Razer Adaro In-Ears earbuds have a $79.99 MSRP, featuring 10mm drivers, sound isolation, and a flat anti-tangle cable.  More manufacturers are using flat, anti-tangle cables which tend to have a sleek look that is great with backpacks, hats, and baggy exterior clothing.

The Razer Adaro Stereos headphones will be available with a $99.99 MSRP, providing over-ear headphones featuring a 40mm driver, anti-tangle, fiber cable, and fully-adjustable leatherette ear cushions.

Razer’s Adaro Wireless Bluetooth headphones can be ordered for $149.99 MSRP and includes 20 hours of playback via Bluetooth 4.0 promising “CD-quality audio” using the wireless headset.

The highest-end product in the Adaro series is the Adaro DJ headset, sporting a $199.99 MSRP, and has adjustable noise isolating ear cushions with a fully adjustable and foldable design.

All four audio products in the Razer Adaro series are available for pre-order now, with official release expected sometime in February.

The company’s decision to compete in the casual audio market, against the likes of Beats, Skullcandy and Sol Republic will open Razer to a new potential customer base.  Razer, which stormed onto the scene manufacturing gaming mice, mouse pads and headsets, has evolved to focus on the consumer electronics market as well.  The proliferation of smartphones and MP3 players makes the consumer music market an appealing target, but Razer will have to compete with well-established, better known brand names in 2014.