The next luxury frontier isn’t on your wrist. It’s on your face.
Meta has just taken a ~3% stake in EssilorLuxottica — the powerhouse behind Ray-Ban, Oakley, and dozens of luxury eyewear labels like Prada, Chanel, and Persol.
Why? Because smart glasses are no longer a gimmick. They are shaping up to be the next luxury wearable.
Launched in late 2023, Ray-Ban Meta smart glasses blend designer aesthetics with discreet, AI-powered functionality. They’ve already sold more than 2 million units. Not everyone is convinced, but this feels like just the beginning.
Meta is already expanding the range, with Oakley Meta for athletes and more launches expected in 2025.
The Real Power Play
Here’s where it gets interesting: the real power isn’t in the tech. It’s in the brand story, retail reach, and cultural capital.
In Asia, this becomes even more compelling. The region’s luxury customer base is increasingly tech-native, fashion-forward, and constantly connected.
Smart wearables are no longer a “geek thing” — they are blending into daily life, especially in high-growth markets like Singapore, South Korea, and China.
Asia Leading the Way
- In China, Tmall Luxury Pavilion hosted its first “AI & Fashion” runway in June.
- Gentle Monster and Huawei are experimenting with fashion-smart glasses, interchangeable lenses, and app integrations.
- In Singapore, early adopters have been spotted pairing Ray-Ban Meta glasses with Loewe ready-to-wear at Marina Bay Sands.
- Prada and Burberry have trialled NFC chips and embedded tracking for VIP invitations and AR experiences.
The technology is catching up to the aesthetic. But only the brands that master the experience will win.
Luxury Intimacy in Wearables
Smart glasses go far beyond functionality. They create luxury intimacy — a direct channel to the customer through voice, audio, AR overlays, and even live concierge.
That raises an important question: Who owns the customer journey — the tech company or the luxury house?
This is where retail training, brand storytelling, and personalisation come in. Sales teams must evolve from simply explaining features to delivering value through identity.
The formula is simple:
- Know the customer
- Care about the customer
- Craft a story that matters
The convergence of technology and emotion will define the next chapter of luxury. Smart glasses are not just an accessory; they are a touchpoint that can transform client engagement in Asia and beyond.
The open question is: will luxury brands seize the lead — or let tech firms write the narrative?
