Meta is investing $ 3.5 billion in essilorluxottica: The struggle for the future of the Smart Glasses - Image: Xpert.digital
Zuckerberg's next move: Why meta billions in the world's largest glasses manufacturer
The end of the smartphone is approaching: Meta and Essilorluxottica are planning the computing revolution for the face
Meta Platforms has carried out a strategic move that could significantly shape the future of portable technology: the tech giant invested 3.5 billion US dollars (around 3 billion euros) for a share of almost 3 percent in essilorluxottica, the world's largest glasses manufacturer. This investment underlines Mark Zuckerberg's vision of not simply replacing the smartphone, but bringing computing directly to the face-in the form of stylish, AI-based glasses.
According to insiders, participation could be expanded to up to 5 percent in the coming years. This step marks a significant deepening of the partnership between the two companies that had existed since 2019.
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Stocking reaction shows trust in the smart glasses strategy
The financial markets promptly reacted to the news: Essilorluxottica shares jumped by over 6 percent and were the biggest winner in Pan-European Stoxx 600. Analysts of the Bank of America increased their price target for meta from $ 765. The investment is rated as a clear vote of trust in the future of the Smart Glasses market.
Ray-Ban Meta: An unexpected success story
The previous cooperation between Meta and Essilorluxottica has already provided impressive results. The Ray-Ban Meta Smart Glasses have sold over 2 million copies since their market launch in October 2023. This is a dramatic success compared to the predecessor Ray-Ban Stories, of which fewer than 300,000 units were discontinued in the same period.
Francesco Milleri, CEO of Essilorluxottica, described the Smart Glasses as “great success” and announced that the production capacity is increased to 10 million units annually by the end of 2026. In 60 percent of Ray Ban transactions in Europe, the Middle East and Africa, the meta-glasses are already the best-selling product-even though many AI functions are not yet available in Europe.
Technology meets fashion: The success factors
The Ray-Ban Meta Smart Glasses combine several key elements that distinguish them from previous attempts like Google Glass:
Design and everyday suitability
- They look like normal Ray-Ban glasses and do not stand out as a tech gadget
- With 48 grams they are easy and comfortable to wear
- Different models and colors for different tastes
Practical functions
- 12 megapixel cameras for photos and videos of high quality
- Open-ear speakers for music and calls without isolation from the environment
- Meta AI integration for voice commands and context-related information
- Real -time translation between different languages
New product lines are expanding the portfolio
Meta and Essilorluxottica have already expanded their portfolio with the Oakley Meta HSTN, sports-oriented smart glasses with improved 3K video resolution and 8 hours of battery life. This is aimed specifically at athletes and outdoor enthusiasts and costs between 439 and 549 euros.
The next generation: Smart Glasses with display
Meta is planning the next big step for autumn 2025: high-end glasses with head-up display (HUD) for about $ 1,000. This glasses called “Hyprenova” is said to have a small display in the lower right area of the lens that can display simple apps, notifications and taken photos. Meta works with high pressure on this product and has instructed employees to work on weekends if necessary to meet the schedule.
The market explodes: “Fight hundreds of smart glasses”
The global Smart Glasses market is currently experiencing a renaissance. The sales figures speak a clear language:
- 2023: 156% growth compared to the previous year
- 2024: 210% growth, for the first time over 2 million units sold
- 2025: expected growth of 60% with a CAGR of over 60% to 2029
Analysts predict that the market will grow from $ 1.93 billion to $ 8.26 billion by 2030. This dynamic attracts numerous new competitors:
The main actors
- Google works with Warby Parker and Gentle Monster on Android XR Smart Glasses
- Samsung is developing the “Haean” glasses for 2025 with Google
- Apple plans its own smart glasses for possibly 2026
- Xiaomi already has Ai Glasses on the Chinese market
Chinese challenger
Over nine new Ki-Smart Glasses models have been published since the end of 2024, mainly by Chinese companies such as Baidu (Xiaodu Ai Glasses) and Rayneo (V3 AI Camera Glasses).
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Strategic importance for both partners
The investment is of crucial strategic importance for both companies:
For meta
- Hardware control: For the first time, Meta can develop its own hardware instead of just apps for foreign devices
- Independence of smartphone platforms: Reduction of the dependence on Apple and Google
- AI integration: direct connection between user and metas AI assistant
- Data collection: New options for context -related data by cameras and sensors
For essilorluxottica
- Access to the Tech World: Transformation from the traditional glasses manufacturer to Tech player
- New growth markets: development of the smart glass segment
- Prestige gain: partnership with one of the most valuable tech companies in the world
Challenges and limits
Despite the optimism, important hurdles remain:
Technical limits
- Akccaufzeit: Current models only last 4-8 hours
- Display technology: full-fledged AR glasses are still removed for years
- Costs: High-end models could cost over $ 1,000
Social acceptance
- Data protection concerns: Cameras in glasses awaken privacy fears
- Social norms: The wearing of camera glasses is not accepted everywhere
- Regulation: In Europe, many AI functions are not available for legal reasons
Market dynamics
Andrew Bosworth, CTO of Meta, dampened the expectations: "Smartphones will not be replaced before 2030". The established software ecosystems and user habits represent a high hurdle. Zuckerberg itself sees a slow evolution in which Smart Glasses are initially used for specific tasks, while smartphones remain in your pocket.
The glasses as a gateway to the AI future
The 3.5 billion dollar investment of Meta in Essilorluxottica is more than a financial participation-it is a bet on the future of computing. Mark Zuckerberg described in 2025 as a “defined year” to see whether Smart Glasses becomes the next major computing platform.
The vision is clear: glasses should not replace the smartphone, but should initially add and become an independent platform in the long term. With AI assistants who understand the environment, delivering real-time translations and providing context-related information, Smart Glasses could revolutionize the way we interact with technology.
Success will depend on whether Meta and Essilorluxottica manage to find the right balance between technology, design, price and social acceptance. With over 2 million Ray-Ban Meta glasses sold, you have already proven that the market is ready. The coming years will show whether Smart Glasses will actually become the next major technological revolution - or whether, like so many technologies, they remain a promising niche.
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