Glasses Instead of a Phone? Zuckerberg Invested Billions in Ray-Bans

On the surface, they look like classic Ray-Bans, but inside… artificial intelligence. Meta and EssilorLuxottica are not only redefining eyewear fashion, but also heating up the stock exchanges.

Can glasses be sexy and smart at the same time? Judging by Ray-Ban Meta's sales figures, it definitely is. Over the past six months, these technologically-packed glasses have sold more than three times as much as a year earlier. All signs point to fashion and technology working hand in hand these days, with EssilorLuxottica and Meta effectively playing for the same team.

The Italian-French optical giant, known for brands such as Ray-Ban, Oakley, and Persol , has just summarized the first half of 2025. Revenue: €14.2 billion. Operating profit: €2.53 billion. Despite a slightly weaker dollar, the company recorded growth in almost all key markets – from Europe to South America. The EMEA region fared best, with a 9.1% increase.

Ray-ban Meta Smart Glasses with augmented reality/Photo: Getty Images Bloomberg

But the real bombshell came in July, when Bloomberg revealed that Meta had invested €3 billion in acquiring a minority stake in EssilorLuxottica . That's almost a 3% stake, with an option to increase the stake to 5%. This is undoubtedly a sign of confidence in the potential of the joint product and a signal: Meta doesn't want to be just a software provider. It wants to create these wonders together from scratch.

- The success of Ray-Ban Meta glasses, the launch of Oakley Meta Performance AI and the positive reception of Nuance Audio are milestones for us on this new front - emphasized Francesco Milleri, CEO of EssilorLuxottica, in a press release in February.

And he didn't mince his words. By the end of 2026, the company plans to release as many as 10 million smart pairs.

What exactly are Ray-Ban Meta glasses? They're not some futuristic toy from a sci-fi movie, but a real-world device that lets you take photos, record videos, stream live, make phone calls, and use the Meta AI voice assistant . Plus, they work directly with Messenger and WhatsApp. All in a stylish package that would make James Dean proud.

Technological innovations are on the rise – this year, EssilorLuxottica also unveiled the Nuance Audio line with advanced hearing features and Oakley Meta sports sunglasses. And a Prada collection is already looming on the horizon.

Although smart glasses currently account for only a small percentage of the company's revenue, their sales are growing at an impressive rate. And while we still buy classic prescription frames, more and more people are turning to models that not only look good but also… think.

So if we were to point out a fashion gadget that will become a "must-have" in the coming years, Ray-Ban Meta has a great chance of dethroning the smartwatch.