When Kevin Hartz’s security system failed to alert him as an intruder rang his doorbell and tried to enter his San Francisco home late one night, the serial entrepreneur decided existing solutions weren’t good enough. His co-founder Jack Abraham had experienced similar frustrations at his Miami Beach residence. In 2024, they launched Sauron, named after the sinister, all-seeing eye from “The Lord of the Rings,” to build what they envisioned as a military-grade home security system for tech elites.
The concept resonated in Bay Area circles, where crime had become a constant topic during and after the pandemic, despite San Francisco Police Department statistics showing property crime and homicide rates declining last year. The startup raised $18 million from executives behind Flock Safety and Palantir, defense tech investors including 8VC, Abraham’s startup lab Atomic, and Hartz’s investment firm A*. It came out of stealth exactly a year ago, promising to launch in the first quarter of 2025 with a system combining AI-driven intelligence, advanced sensors like LiDAR and thermal imaging, and 24/7 human monitoring by former military and law enforcement personnel.
But a year later, Sauron is still very much in development mode, a reality that its new CEO, Maxime “Max” Bouvat-Merlin, acknowledged candidly in a recent interview. After nearly nine years at Sonos, including a stint as chief product officer, Bouvat-Merlin took the helm of Sauron just last month. He is spending his first days on the job finalizing fundamental questions: which sensors to use, how exactly the deterrence system will work, and when the company can realistically get products into customers’ homes.
The answer to that last question is later in 2026 at the earliest, a significant delay from the original timeline. Bouvat-Merlin stated that the company is in the development phase and will take a phased approach to getting its solution to market. All the different components, including the concierge service, the AI software running on servers, and the smart cameras, are building blocks coming together in a plan put in place very recently.
Still, Bouvat-Merlin sees striking parallels between Sauron and Sonos, which both target wealthy customers first, rely on word-of-mouth growth, and combine complex hardware with sophisticated software. He noted that the strategic questions faced by both companies are very similar, such as whether to start with super-premium customers or mass premium, choose professional installation or DIY, and build everything in-house or partner with an ecosystem.
Bouvat-Merlin says he was drawn to Sauron by both the mission and an opportunity to solve a real customer problem. His research showed that market leaders in premium home security have small market shares and negative customer satisfaction scores, with many false positives that undermine law enforcement response. The company is initially targeting customers where safety and security is a major concern, with plans to start in this premium segment before expanding to a broader “mass premium” market.
So what exactly is Sauron building? The answer is still evolving. The offering starts with camera pods containing multiple sensors, potentially including LiDAR, radar, and thermal imaging. These pods connect to servers running machine learning software for computer vision, all linked to a 24/7 concierge service staffed by former military and law enforcement personnel who can help train the system to detect unusual behaviors.
The deterrence system remains under development, with options being considered like loudspeakers and flashing lights. Bouvat-Merlin emphasized that deterrence should begin before someone enters a property, detecting surveillance and repeated circling of neighborhoods. As for drones, which were mentioned in initial plans, Bouvat-Merlin declined to give details, calling them roadmap conversations and emphasizing a focus on growing through partnerships.
With fewer than 40 employees, Sauron plans to hire just 10 to 12 more in 2026. The company will begin working with early adopters later that year, with a Series A fundraise planned for mid-year. Bouvat-Merlin stated the raise is about accelerating growth to launch the first end-to-end product and drive customer adoption. The company has already attracted a significant list of prospective clients and expects initial growth through word of mouth.
Facial recognition and privacy concerns loom large for a surveillance-heavy product. Bouvat-Merlin outlined a potential trust-based system where homeowners grant access to specific people, with everyone else being flagged as unknown. License plate detection is also being considered for identifying potential threats. He is confident in the opportunity, noting that the home security market is fragmented and that many traditional companies are trying to add tech, whereas Sauron is a tech startup bringing new technology to the market.
Sauron is also appearing as concerns rise about crime among the wealthy, with recent high-profile incidents like an armed robbery in San Francisco’s Mission District. Bouvat-Merlin noted anxiety from prospective clients eager to get their homes secured. However, much remains uncertain about Sauron’s path forward. The company must finalize everything from sensor configurations to manufacturing locations, and determine how to serve customers in different settings while maintaining premium service quality.
For now, Bouvat-Merlin says he is focused on listening to his team, building credibility, and finalizing the strategy. The company expects to share more details about its products later next year.