EssilorLuxottica Executive Confirms High Global Demand for Smart Glasses

Marc Ortiz Ribas, Global Product and Marketing Chief for Wearables at EssilorLuxottica, stated that while concrete user numbers are unavailable, demand for Ray-Ban Meta smart glasses is high across all markets. The US remains the largest market, but Europe is catching up. Sales patterns show a shift: while sunglasses still dominate, the share of prescription frames has roughly doubled in recent years, prompting the launch of Ray-Ban Meta Optical to support daily wear. Ribas confirmed 2025 market volume at approximately $1.1 billion and noted over seven million AI glasses sold by EssilorLuxottica in 2025, dismissing rumors of higher production capacities. He emphasized that smart glasses will complement rather than replace smartphones, with future breakthroughs dependent on seamless AI integration. Regarding the Meta Ray-Ban Display, currently limited to select US stores, he explained a strategy of learning before expanding to Europe.

Bloomberg reports that Meta and Ray-Ban owner EssilorLuxottica are discussing doubling their annual smart glasses production target from 10 million to 20 million units, with a potential increase to 30 million if demand justifies it. This follows EssilorLuxottica’s earlier plan to reach 10 million units by end-2026, citing strong sales of Ray-Ban Meta glasses which recently accounted for over a third of its revenue growth. The discussions occur as Meta shifts investment from VR content to AI glasses and wearables, having laid off over 10% of Reality Labs staff. The move aims to expand market footprint ahead of anticipated competition from Apple, Google, and Samsung.

During its Q4 2025 earnings report, EssilorLuxottica announced that it sold more than 7 million units of Ray-Ban and Oakley smart glasses in 2025 alone. This figure represents more than triple the volume from 2024 and suggests approximately 9 million units have been sold since the launch of Ray-Ban Meta two and a half years ago. The company described these products as the dominant driver of wholesale growth in the second half of the year, noting exponential growth in North American wholesale. This announcement follows Bloomberg reports that Meta and EssilorLuxottica are discussing doubling or tripling production capacity, potentially raising targets to 20–30 million units by 2026. The data underscores strong consumer demand for smart eyewear amidst increasing competition from Apple, Google, and Samsung.

Meta and EssilorLuxottica sold more than 7 million smart glasses in 2025, serving as the dominant driver of Ray-Ban owner wholesale growth in H2. This sales acceleration has reignited privacy concerns regarding wearable cameras, echoing the backlash against Google Glass. Critics argue that glasses create social uncertainty because they record without the obvious physical cues associated with smartphones. Meta addresses this by including a front-facing LED to indicate recording; if blocked, the device will not capture media. The debate highlights a contradiction where users accept smartphone surveillance capabilities while resisting similar features in eyewear. As smart glasses gain momentum, overcoming the "glasshole" stigma remains a challenge for broader consumer acceptance.

During its Q1 2026 earnings call, Meta CEO Mark Zuckerberg stated that daily usage of the company's smart glasses tripled year-over-year, describing them as one of the fastest-growing consumer electronics categories. This claim follows February data from partner EssilorLuxottica, which reported selling 7 million Ray-Ban Meta and Oakley Meta units in 2025. Bloomberg previously noted discussions between Meta and EssilorLuxottica about potentially doubling or tripling production capacity, though completion is unconfirmed. The announcement comes as competition intensifies: Google confirmed Gemini-powered smart glasses from Warby Parker and Gentle Monster will launch this fall, while Apple is rumored to enter the market in 2027.