Meta is expanding its AI-powered smart glasses lineup through an extended partnership with EssilorLuxottica, introducing new versions under the Oakley and Prada brands, building on the success of the Ray-Ban Meta glasses launched in 2023. Here’s a detailed overview:
Key Details of the Partnership and Products
- Oakley Meta Smart Glasses:
- Launch Date: Set to be unveiled on June 20, 2025, as teased by Meta on Instagram via the “Oakley | Meta” account with the tagline “The next evolution is coming on June 20.”
- Target Audience: Aimed at athletes and active users, designed for activities like tennis, skiing, and cycling, with a focus on weather resistance.
- Price: Expected to start at around $360, higher than the $299 Ray-Ban Meta glasses, due to enhanced durability.
- Features: Similar technology to the 2023 Ray-Ban Meta glasses, including Meta AI voice assistant, cameras, microphones, and compatibility with apps like WhatsApp, Messenger, Spotify, and Shazam. The camera is reportedly centered on the frame for a better field of view, unlike the side placement on Ray-Ban models.
- Design: Likely modeled after Oakley’s Sphaera sunglasses, known for sports-specific, retro-futuristic aesthetics with molded frames.
- Prada Meta Smart Glasses:
- Launch Date: No confirmed timeline for announcement or release, unlike the Oakley version.
- Target Audience: Positioned for high-fashion consumers, marking Meta’s entry into luxury eyewear markets.
- Design Fit: Prada’s thick-temple frames are ideal for housing smart glasses components like microphones and chips, as noted by former Meta employees.
- Licensing Context: Enabled by Prada’s 10-year eyewear licensing renewal with Luxottica in December 2024, covering Prada, Prada Linea Rossa, and Miu Miu brands for development, production, and global distribution.
- Luxottica Partnership Extension:
- Deal Value: Reported at $5 billion by The Wall Street Journal in July 2024, granting Meta exclusive rights to Luxottica’s brands (e.g., Ray-Ban, Oakley, Vogue Eyewear, Persol) for smart glasses technology for several years.
- History: Meta and EssilorLuxottica began collaborating in 2019, releasing the first Ray-Ban Meta glasses in 2021 and a successful second generation in 2023, which sold 2 million pairs. EssilorLuxottica aims to produce 10 million units by the end of 2026.
- Third-Generation Glasses: Meta and Luxottica plan to release a bulkier third-generation Ray-Ban Meta glasses model for the 2025 holiday season, featuring a small display in one lens.
Market Context and Competition
- Ray-Ban Meta Success: The 2023 Ray-Ban Meta glasses, priced at $299 (Rs 29,900 in India), sold millions due to features like AI-powered live translation, landmark identification, and music streaming. This success prompted Meta’s expansion to Oakley and Prada.
- Competitors:
- Alphabet and Warby Parker: Announced a $150 million partnership in May 2025 to develop glasses with Google’s Gemini AI assistant, set for release after 2025.
- Snap: Plans to launch its sixth-generation AR smart glasses under the “Specs” brand in 2026, focusing on lighter, smaller designs.
- Apple: Reportedly developing AI smart glasses to compete with Meta and Google.
- Market Strategy: Meta’s partnerships with Oakley (athlete-focused) and Prada (luxury-focused) aim to capture diverse market segments, leveraging EssilorLuxottica’s 150+ brand licenses.
Social Media and Public Sentiment
- X Posts: Posts on X reflect excitement about the Oakley and Prada collaborations, with users like @AIStockSavvy and @RockyTSTH highlighting the CNBC report and Meta’s stock ($META) potential. The Oakley announcement garnered attention after Meta’s Instagram tease on June 16, 2025.
- Strategic Moves: Earlier posts from 2024 noted Meta’s interest in a 5% stake in EssilorLuxottica (~$5B), signaling a deeper commitment to eyewear partnerships to compete in the wearable tech space.
Implications
- For Meta: The Oakley and Prada partnerships strengthen Meta’s position in the growing smart glasses market, blending fashion and functionality. The Oakley glasses cater to active lifestyles, while Prada elevates Meta’s brand into luxury fashion, potentially broadening its consumer base.
- For EssilorLuxottica: The extended deal reinforces Luxottica’s dominance in eyewear manufacturing and licensing, capitalizing on the tech-fashion crossover trend.
- Challenges: Higher pricing for Oakley glasses ($360 vs. $299 for Ray-Ban) and unclear Prada pricing may affect accessibility. Competition from Alphabet, Snap, and Apple could pressure Meta to innovate quickly.
If you want more details on specific features, pricing in other regions (e.g., India’s estimated Rs 35,000 for Oakley glasses), or real-time sentiment on X, let me know, and I can dig deeper
