Bose are renowned for their noise cancellation technology that have made products like the QuietComfort 35 so popular.

But it appears Panasonic and Audio-Technica are eager to draw attention away from the American audio firm with new products announced at IFA 2018.

Audio-Technica has shown off a new pair of over-ear headphones it claims can deliver up to 70 hours of battery life on a single charge.

Dubbed the ATH-SR30BT, the stylish headphones also feature a noise-reduction control, meaning audiophiles should be able to block out distracting sounds and focus on their music.

The Japanese audio giant is targeting people taking “long journeys” and that have “sustained commutes” with the new product.

Although they are wireless, Audio-Technica is insisting the product “delivers accurate fidelity” thanks to the 40millimetre drivers that sit inside the ATH-SR30BT.

They will be available in Autumn of this year and be priced at £179.

However, no precise release date was given by the Japanese audio firm.

Another pair of headphones dubbed the ATH-SR50BT was also shown off, and while they do not boast the same colossal battery life as the ATH-SR30BT, they still feature ambient noise-reduction functionality.

Instead, the ATH-SR50BT will come with a claimed 28 hours of battery life and be priced at a mere £99.

Audiophiles will also be able to get their hands on them in Autumn of 2018.

Meanwhile, Panasonic has also shown off a new pair of noise-cancelling headphones dubbed the HD605N that tout what the Japanese company is calling an “Ambient Sound Enhancer”.

This technology, it claims, will allow users to listen to outside sounds at moments of their choosing.

Inside the headphones are packed with a 40millimetre driver unit responsible for delivering high-quality audio.

The headphones appear to directly challenge the Bose QuietComfort 35’s on both functionality and price.

Panasonic’s HD605Ns are currently available to pre-order on Amazon for £299.

The product will be released on September 27.