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EssilorLuxottica is one of the world's largest corporations in the eyewear market and combines an exceptionally complex structure under one roof. What holds this construct together is not only production and distribution structures, but above all many thousands of people and creative minds working on very different topics.
The group covers a broad spectrum – from sports and luxury to everyday lifestyle products – and thus reaches almost all target groups who use eyewear in their everyday lives, at work or in their leisure time.
A key feature of the Group is its multitude of strong brands. These include Ray-Ban, the world's best-known eyewear brand, Oakley in the sports segment, and luxury brands such as Prada and Chanel. This brand diversity is not an end in itself, but allows the Group to meet a wide range of needs. Athletic performance, fashion statements, and functional everyday usability are each conveyed through clearly positioned brands. The result is a portfolio that covers almost the entire eyewear market. Whether safety glasses for sports, fashionable accessories for urban environments, or high-quality designer glasses in the luxury segment—there is a suitable product for almost every application.
In addition to classic eyewear, wearables are increasingly coming into focus. A key topic is smart glasses, which combine technology and eyewear design. The Group picked up on this area early on and sees it as a logical next step in the further development of the eyewear market. Smart glasses are not seen as an isolated technological product, but as an extension of existing usage scenarios. The focus is on combining design, everyday practicality, and technical function. Wearables should not only function, but also integrate naturally into everyday life. Current developments are focusing precisely on this interface between lifestyle and technology.
One concrete example is the smart glasses that were launched in collaboration with Oakley. There are different versions: a more lifestyle-oriented version and a performance version for sports applications. Both follow the same basic principle, but differ in design, focus of use, and technical specifications. The performance version is designed as a shield and is aimed at active sports users. The focus here is not only on design, but above all on functionality during movement. The aim is to integrate technology in such a way that it supports the sport without interfering with it.
The smart glasses have a deliberately centrally positioned camera on the front. This positioning allows recordings to be made from the wearer's perspective, for example during sports or when in motion. The camera has a wide angle and is equipped with a stabilizer to reduce blurring and vibrations. This means that the glasses take on some of the functions of classic action cameras. Most of the actual technology is housed in the temple. There are several microphones that can reliably capture speech and recognize voice commands. This is complemented by integrated speakers that enable phone calls, audio content, or voice feedback without completely shutting out the environment. This allows you to make calls or attend meetings even while riding a bike, for example. The glasses are operated using physical controls and a touch panel for volume control. Voice control is also integrated, allowing many functions to be accessed directly. The aim is to make the glasses as intuitive to use as possible and to make classic input devices redundant.
The focus at the trade fair booth is not purely on exhibiting the product, but on experiencing its functions. Visitors can not only look at the smart glasses, but also actively try them out. A customer journey has been set up to enable different usage scenarios to be tested – both at the booth and outside the exhibition grounds. This approach is based on the conviction that new technologies must be understood in order to gain acceptance. Only when users experience for themselves how smart glasses feel in everyday life does the added value become tangible.
A decisive factor in the current development is the increased acceptance of artificial intelligence. In recent years, there have been several attempts to establish smart glasses on the market. However, these attempts often failed due to a lack of understanding or maturity of the technology. Today, the situation is different. AI has become much more tangible for many end users. Voice assistants, automated image processing, and intelligent software functions are now part of everyday life. This has also led to a growing understanding of the benefits of smart glasses. Technology is no longer perceived as abstract, but as a concrete tool that can make everyday life and work easier.
From the Group's perspective, the market for smart glasses is at a decisive point. The technology is available, acceptance is growing, and more and more competitors are entering this field. Smart glasses are not seen as a short-term trend, but as a permanent segment that will continue to develop. Increasing differentiation is expected in the coming years, both in design and functionality. Lifestyle, sports, work, and communication could become more distinct from one another, but more closely interlinked technologically. One thing is clear: smart glasses are here to stay and will permanently change the eyewear market.
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