ASUS has started selling its UGen Intel Arc Pro B70 graphics card in Europe, bringing its take on Intel’s workstation GPU to customers with a hefty €1,799 recommended price. The card is available in Germany and Austria, while ASUS lists it at CHF 1,799 in Switzerland.

Intel first introduced the Arc Pro B70 in March 2026, with its own branded model starting at $949. ASUS’s version arrives several months later with the same core GPU architecture but a different cooling design and a higher power rating. The price also places it well above Intel’s original starting point, although the two prices are not directly comparable because ASUS’s European figure includes VAT.

The UGen Arc Pro B70 targets professional users and developers running AI workloads locally, rather than gamers looking for a conventional graphics card upgrade. The biggest talking point, however, is the price.…