Braun hired a fleet of Lamborghinis to whisk editors to a “clandestine” location in the heart of Brooklyn’s Williamsburg section Thursday to unveil its latest and greatest razor, the Series 9.

After scanning their hands to gain entry into the location, Braun offered the attendees a multimedia presentation to introduce the razor, which features German engineering and is being billed as “the most efficient and comfortable shaver” on the market.

The Series 9, which took more than 60 engineers more than five years to develop, has sonic technology that produces 40,000 cross-cutting motions a minute, as well as synchronized cutting elements to produce a close shave.

The Series 9, which is an update of the company’s Sonic 7 series, will hit the market in August. It will retail for $349, which includes a charging station.