March Update: Ultima Is Here!

Ultima - Origins

Announcing the launch of our long-awaited Ultima series! The new Ultima line is the culmination of countless hours of experimentation, numerous prototypes, and an absurd amount of comparison tests. It is our answer to the question which a growing number of customers had been asking - what happens when budget is no longer a concern, and the designs focus solely on maximum performance?

This sort of thing wasn't initially on our radar at all. We've always focused on designing exceptional products which remain accessible to the majority of audio lovers and offer a huge amount of performance-per-dollar. From the affordable Mirus network cable at $199 to the incredible Aperta SE speaker cables at $1099, each design was carefully crafted to offer the best performance and build quality available anywhere near that price bracket. We love the existing product line, and most everyone who hears them seems to agree.

To our surprise, we actually received a large number of inquiries asking about when we planned on leaving the budget aspect behind and building the absolute best cables we could possibly build. We brushed it off at first, but the interest was so widespread that we eventually decided to investigate the idea. Slowly at first, but picking up steam as we made more and more progress. Along the way we made several breakthrough discoveries which really got us excited about the project. The Ultima line was starting to take shape. 

Design

Please feel free to skip ahead if you'd rather not bother with potentially boring discussion regarding various design aspects. We won't mind!

Now, the common thing to do when designing a top-level cable is to go with proven wiring and connectors from established sources. Surely the most expensive options must be the best choices right? This approach does have merit, and we created some very nice prototype cables following this concept. The downside is that the top connectors from the likes of Furutech or WBT, while excellent, are also very expensive. Meaning those high prices must be passed along in the final product. Additionally there are some design elements in even the best existing options which we didn't quite find ideal for our particular goals. So we decided to take a different approach.

Rather than just mixing and matching the best existing ingredients we could find, we decided to start from scratch and do things our own way. Thus began the process of designing our own connectors and commissioning our own wiring, built to our own specs and performing exactly how we want them to. This concept is much more difficult than using off-the-shelf supplies, but we feel the benefits are worth it in the end.

At the core of every Ultima cable is our unique "UltraPlate" hybrid solid-core wiring. This involves a supremely pure copper base covered in a thick/dense layer of the finest silver, using a special process which (as far as we know) has not been used before in this particular industry. We find this combo to be more than the sum of its (already excellent) parts, and truly the ideal base on which to build a world-class audio cable. The wiring then undergoes a lengthy process of cryogenic treatment followed by a gradual return to room temperature - the entire sequence is carefully timed and takes multiple days from start to finish.

This wiring is encased in a unique hybrid dielectric which again is not something we've seen done elsewhere. It combines all the strengths of PTFE with none of the negatives, and we should probably come up with some catchy high-tech sounding name for it. On second thought, we'll leave that up to the other cable brands. 

From there, our already-unique wiring is arranged in a special noise-reducing Ultima geometry and encapsulated inside our proprietary multi-layer tubing with integrated shielding. This involves several different layers of unique yet complementary materials, designed to reduce vibration and energy transfer while simultaneously isolating from electrical noise of all types. Despite this comprehensive noise reduction system, the Ultima series is relatively lightweight and flexible, making usability drastically improved over many of the alternatives in the high-end space. 

These cables are then wrapped in braided sleeves made from an advanced hybrid of PPS monofilament fibers and PEEK polymer for the ultimate in lightweight protection. Connectors are our own proprietary designs unique to each cable which are purpose-built to make a perfect match with the specific wiring in each different model. All connectors go through the same lengthy cryo-treatment process as the internal wiring. Metal collars with our name/logo laser etched add a bit of visual flare while we transition from the beefy main body of each cable to a more streamlined section taking up the last 5 inches or so on each end. This makes them easier to manage whilst keeping them from crowding the rear panel of your equipment. 

Sound

How does the Ultima series sound? Like Veritas Cables of course! Each model builds on the strengths inherent in our previous top models, while taking things to an even higher level which we honestly weren't sure was possible. That means the Ultima interconnects perform like an upgraded version of our Argentum series, the Ultima speaker cables like an upgraded Aperta SE, and so on. The character which so many people have come to love from our current models remains, but with an even more open, expansive presentation, palpable extension at both ends, superior resolution, increased tonal richness, and a smooth, organic flow that will have you listening for hours on end. 

Many times in our pre-Veritas past as audio lovers, we've tried upgrading a cable or audio component to the next higher model in the same lineup only to find that while it is quite good in its way, the focus has changed to something that no longer meshes well with our system or preferences. Our goal was to avoid that with the Ultima series and we're confident we've succeeded. We were very intentional about maintaining the same voicing as our existing lineup, so current users can be confident we aren't migrating to a different house sound. Many exceptional sounding prototypes were set aside for not meeting this goal. Perhaps we'll revisit those ideas later, as some of them were truly impressive in their own right. But for our current purposes we wanted that familial resemblance to be uncanny. 

Models

The Veritas Ultima line consists of speaker cables, interconnects in both balanced (XLR) and unbalanced (RCA) formats, digital cables with AES and RCA options, and a power cable. Each of these represents a dramatic upgrade over our existing models in their respective categories, with one very specific exception which we'll discuss momentarily. The Ultima roadmap contains additional digital models in the form of USB, Ethernet, and I2S designs, but those are likely a long way off at this point. We refuse to offer a more expensive cable if it doesn't dramatically improve on our existing models, so we'll have to see how those remaining digital concepts shake out.

The exception mentioned earlier involves the Ultima power cable. Anyone who has followed us for a while likely knows how foundational our Praesto power cable was, and how it continues to be one of our favorite designs despite being the very first Veritas product. Improving it by a meaningful amount was incredibly challenging but we managed to pull it off, at least for most scenarios. The Ultima power cable handily surpasses the Praesto under the majority of use cases, whether being paired with a DAC, preamp, integrated amplifier, CD player, or network streamer/music server. 

The one area where things aren't as clear cut involves very demanding amplifiers (particularly in the case of powerful monoblocks) as well as connecting a power conditioner to the main wall outlet. In those specific instances the Praesto puts up enough of a fight to make us question the benefit of spending more on the Ultima. Keep in mind, those are areas where the more affordable Aeris power cable also excels and comes very close to matching the Praesto. So this is not a new phenomenon for our designs. We imagine most brands wouldn't come right out and make this known, as it certainly won't help sell more units. But we're more interested in steering folks towards the best product for their needs rather than just making a larger sale. We will likely launch a second high-current Ultima power cable down the road which is specifically focused on these demanding applications, but there is no timeframe on that project just yet. 

Packaging

When it comes to packaging on our regular Veritas lineup, we've always been all about efficiency. Why waste resources on a fancy box that doesn't do a thing for your audio experience? We'd rather allocate everything towards the actual cable itself to maximize bang-for-buck.

When it comes to the Ultima series though, we feel that moving to a higher price bracket brings certain expectations. That's why every Ultima cable comes in a branded velvet pouch, inside a custom aluminum case, complete with a metal Ultima card showing the specifics of each particular build. Buying a top-class cable should guarantee a luxurious experience, and that's exactly what we deliver with each Ultima purchase.

Pricing

Our first paragraph mentions the concept of Ultima being focused on performance without concern for price. While that is true to a huge degree, our goal has always been about spreading musical enjoyment as far and wide as possible. It's in our DNA and we just can't avoid it. That's why we run a very lean operation here and have significantly smaller margins compared to industry standards. It is just not in our nature to offer higher priced options which don't offer a worthwhile improvement over a more affordable alternative. So while performance was the main goal in every step of the Ultima design process, we did frequently stop to evaluate whether each aspect was worth the cost, and whether it could be done a different way to improve value. We feel this had a positive impact on the end result, even if it involved much more work on our part.

With that in mind, pricing for the Ultima series cables is as follows:

Interconnects (XLR or RCA) - $1,999 for 1.5m pair

Power - $1,499 for 1.5m

Digital (AES or RCA) - $1,299 for 1.5m

Speaker (spade or banana) - $2,499 for 2.5m pair

As you can see, pricing is in fact higher than our existing top models yet nowhere near what many others charge for their higher-level options. In fact for some brands these prices would be the most affordable options available! Looking at how many unique and proprietary aspects go into the Ultima series, and having compared them to a wide variety of much more expensive competitors, we feel confident that Ultima is without question the best value on the high-end market today. As usual, the Veritas 30-day in-home trial applies to all purchases. Don't love them? Simply return for a fill refund minus shipping cost. 

As we write this, there are a limited number of Ultima cables available in each style at the above listed standard lengths. We can of course do custom builds at any length necessary, adding or subtracting cost based on the specifics involved. Just reach out with any questions and we'll get you a quote on whatever you need. Unlike our usual custom builds where you don't pay until later, payment will be required up front for Ultima orders. The build will take anywhere from 2-4 weeks in general, and we'll get you an estimate of the current timeframe before you order. 

Ultima Trade-in Program

Veritas Cables is all about value, and we are always looking for ways to give folks the best deal possible. We are also extremely thankful for every single customer who takes a chance on our cables. We realize that competition is fierce, and there are many other bigger and more established brands out there making quality cables (well, at least some of them are). To show our appreciation, we've come up with a program that we hope will help existing customers feel valued.

The idea is simple: every existing Veritas customer who purchased a cable directly from us (aka not second hand) will be allowed to trade that cable in towards the purchase of a new Ultima product. We're excited to announce that we will give 100% of the original purchase price back. That's right, the full value, even if the cable was ordered when we first started back in 2024, and even if it's been in use continuously that entire time. We've seen trade-in programs before but they usually involve a much lower percentage than this - we're offering the full value in hopes that it will help folks move up the line to get even more Veritas performance out of their system.

The process: this offer is only for folks who originally ordered directly from us. You'll purchase the Ultima cable at full price, and try it out in your own system for up to 30 days to make sure you love it. During that time you'll still own your original Veritas product so you can easily do comparisons - a critical step in the process. We want you to be completely sure you are satisfied before moving forward. If not, send the Ultima back for a refund (minus shipping) and you'll still have your existing cable. If you do end up loving your new Ultima, you'll send your old cable back to us (shipping cost is your responsibility). Once we receive it, we'll process the refund and apply it to whatever payment method you used for buying the Ultima. 

Fine print:

• This program applies even if your original purchase was a demo, prototype, Black Friday sale, etc. Your refund will be the original price paid, not including shipping or taxes. Which means two people trading in the same model cable may get different amounts, based on what the price was at that time for that particular cable.
• Trades do not necessarily have to be in the same category - in theory you could trade in a speaker cable towards credit for a set of interconnects or vice versa. That does eliminate your ability to do direct comparisons, but we won't stop you.
• While we suspect most trades will involve upgrading from our existing top model, that's not actually a requirement. Someone could go from the standard Aperta to Ultima speaker cables, Aeris to Ultima power cables, Fidelis to Ultima interconnects, and so on, "skipping" a level in the process. Again, we want folks to get the most out of this program, no matter what that may look like.
• We understand that your trade-in may not be in perfect condition and that's ok. We plan to refurbish them as necessary before posting for sale at some point on US Audio Mart at discounted prices. If your cable has severe wear/damage to the point of being non-functional, or if it will require the same amount of work to refurbish as it would to just build a new set from scratch, we reserve the right to reduce the trade-in value. Please check in with us first if you believe that to be your situation and we'll handle it on a case by case basis. We really do want to give out the full 100% whenever possible but there has to be a line drawn somewhere just in case. 
• This program applies to past orders. We have not yet decided what we'll do if someone buys a Praesto next month and wants to trade it for an Ultima Power six months down the road. It's likely we will keep some form of trade-in option but the 100% value will probably not always be around. We'll think on it and post whatever policy we come up with on our FAQ section soon. 

Future Plans

Does this mean Veritas is moving up market? Are we abandoning the more affordable designs we first started with? Will there be more and more expensive models going forward?

While we can't predict the future, we can say that we have no plans to discontinue any of the current models in our existing lineup. If they keep selling - and so far they are selling great - we'll keep building them. In fact some of our most popular models lately are the Optimus I2S cables and the entry-level Mirus network cable, both of which sell for very reasonable prices and give absurd levels of performance. So while it's true we are launching this new line in a higher segment, we are also very proud of even our most affordable models, and plan to keep them around far into the future.

As far as long term plans, we'd love to offer some exclusive limited-edition runs here and there. We've got a lot of wild ideas kicking around which perhaps don't justify a full product line, but might be intriguing enough to offer on their own for at least a limited basis. Some of those ideas are very much on the affordable side, while others might be positioned even above Ultima. We'll keep experimenting and see how those shape up. We've also been planning on making an extremely flexible series of cables, as we recognize our current models aren't the easiest to work with in that regard. This would end up being a fairly affordable series of products, not far off from our current entry-level designs. We have no time frame on this but mention it simply to show how we are not exclusively moving towards more expensive offerings - we truly want to make the best cables out there with the best pricing possible, for a wide variety of users on all ends of the budget spectrum.

Wrap Up

In the past we've sent out an update via email every so often. Those only made it to folks on our mailing list, and a lot of people missed the earlier editions in particular. There was a bunch of good info about our design process, our history, and a variety of other potentially useful topics. Going forward, we'll be adding all announcements to this News section on our website. That should help things be more transparent as well as accessible for newcomers down the road.

We recognize that this has been a lot of information. If anything is unclear, please reach out via email and we'd love to discuss it. The Ultima line is being added to the website right now and should be available to order by the time you read this, with the exception of the two digital cables - we are still finishing photography (they look just like their analog interconnect counterparts) and those should be up shortly. We have no idea if demand will be massive, or nonexistent, or somewhere in between. If you are intrigued and want to discuss more, whether about the designs or what might work for your system or just anything else in general, drop us a line. We love chatting with fellow music lovers and are here to help, whether it results in a sale or not.

Cheers!

Veritas Cables