Shure just announced two new models of Bluetooth wireless earphones. The $150 SE215 and $100 SE112 each deliver deep bass and sound isolation, and they’re the first Bluetooth earbuds that Shure has ever made. Both deliver up to 8 hours of battery life on a charge and offer a maximum wireless range of around 30 feet. Their noise isolation blocks “up to 37 dB of ambient noise.” Both are available immediately.

Shure promises that the SE215 earphones — already available as a wired set — put out “rich, detailed sound” over Bluetooth. And like the company’s other, more expensive earphones, they feature a detachable cable that connects the two earbuds. Shure is actually selling this “Bluetooth Communication Cable” separately for $99, which will let existing customers go wireless with their earphones. The cable sits behind your neck, which means the overall appearance will be somewhat similar to Beats X or Beyerdynamic’s Byron BT. There’s just no getting away from that neckbud style if you want to go wireless — but at least these don’t have a hard collar. The Bluetooth cable is compatible with numerous products including the excellent SE535 earphones. The SE215s are available in translucent blue, translucent black, clear, or white.

The less expensive SE112 earphones have a fixed cable and only come in black. Shure says they produce “big sound.” At these price points, Shure is going against a big pool of wireless earbud competition that includes Bose, Beats, Jaybird, Sony, LG, and more. Since Shure is only just now getting around to releasing its first Bluetooth earphones, I wouldn’t expect the company to challenge Apple, Bragi, Samsung, and others with “truly wireless” earbuds in the near future — even if they’d probably be very popular with Shure’s target market.