Meta has taken the lead in the competition for smart glasses by investing heavily in the top eyewear manufacturer globally and establishing a strong presence in retail. This strategic move has put them ahead of Google and far ahead of Apple.
During Meta’s Q2 2025 earnings call in July, Mark Zuckerberg emphasized the importance of having AI-powered glasses, suggesting that those without them may face cognitive disadvantages compared to others.
According to Zuckerberg, smart glasses will be the primary interface of the future, providing real-time assistance in daily activities by seeing, hearing, and communicating with users. Despite sounding somewhat ominous, this concept is proving to be highly profitable.
Meta’s collaboration with EssilorLuxottica on Ray-Ban smart glasses has been a surprising success, with over 2 million units sold since the launch of the second generation in October 2023. Sales saw a threefold increase in Q2 2025 alone, contributing to Meta’s substantial revenue growth.
Recognizing the potential of smart glasses as a desirable hardware product amidst stagnation in the ad business and challenges in VR, Meta made a bold move by acquiring a significant stake in EssilorLuxottica. This strategic investment positions Meta as a key player in shaping the future of smart eyewear.
While Meta’s stake in EssilorLuxottica enhances their access to manufacturing expertise and retail distribution, it falls short of granting control or board representation. However, there are indications that Meta may increase its stake over time to strengthen its influence and commitment further.
Zuckerberg’s vision for smart glasses as the next major platform underscores Meta’s long-term strategy. By aligning incentives with EssilorLuxottica through equity ownership, Meta aims to drive innovation and prioritize product development collaboratively.
The success of Ray-Ban Meta glasses can be attributed to their blend of high-tech functionality with iconic design elements. EssilorLuxottica’s dominance in the eyewear market provides a solid foundation for integrating cutting-edge technology seamlessly into fashionable products.
As Meta continues to invest in wearable technology, their partnership with EssilorLuxottica marks an important step towards creating innovative products that resonate with consumers’ evolving preferences for style and functionality.
The competition among tech giants like Google, Apple, Xiaomi, and Huawei to establish themselves in the smart glasses market highlights the race to define the future hardware landscape beyond smartphones. By securing key partnerships and investments, companies are positioning themselves to lead this transformative era.
