Eyewear

Meta and Essilux set to double production of Ray-Bans with integrated AI

The two groups are considering an increase in annual production capacity to 20 million units or more by the end of 2026

by R.Fi.

13 January 2026

REUTERS/Carlos Barria TPX IMAGES OF THE DAY/File Photo/File Photo

2' min read

Translated by AI

Versione italiana

Key points

Strategic advantage
Competition
Essilux strategies

2' min read

Translated by AI

Versione italiana

Demand for glasses with integrated artificial intelligence continues to soar and Meta and EssilorLuxottica are considering a possible doubling of production capacity to meet demand. The rumour, reported by Bloomberg, indicates that the implementation of the decision could come by the end of this year.

In light of the good sales performance of the Ray-Ban Meta, the Menlo Park-based group, owner of Facebook, is reportedly planning an increase in annual production capacity up to 20 million units or more by the end of 2026, said the sources, who requested anonymity as the discussions are confidential.

The partners also discussed an even more ambitious scenario, writes Bloomberg, which envisages the creation of a production capacity of more than 30 million units, should demand justify such a step.

The Strategic Advantage

EssilorLuxottica, which is responsible for production, is already close to its current target of a capacity of 10 million units by the end of 2026, according to rumours, but now the aim would be to move to larger-scale commercialisation in order to strengthen its competitive edge in the smart glasses sector.

The unveiling of the latest $799 Meta Ray-Ban Display, which for the first time integrates text displayed directly on the right lens, dates back to last September, but at last week's CES in Las Vegas, Meta said it had put international expansion of its new models in the UK, France, Italy and Canada on hold due to 'unprecedented demand and limited stocks'. Mark Zuckerberg's group enjoys an early lead, with an estimated 73% global market share in the first half of 2025, according to Counterpoint, which forecasts a compound annual growth rate of over 60% for the category through 2029.

The competition

The sector is tempting for the earnings it promises and competition is on the rise. Last May Alphabet's Google entered into a smart glasses partnership with the eyewear division of the Kering group, owner of Gucci, while Apple reallocated resources towards AI-based glasses after scaling back work on the Vision Pro visor. Chinese groups such as Xiaomi and Huawei have also launched smart glasses as companies test consumer interest in AI-enabled wearable devices.

It is therefore not just a new product but rather a new platform on which to deploy artificial intelligence services, in the race with tech giants like Alphabet and OpenAI for control of the next generation of technology.

The Essilux Strategies

The tech industry's push on smart glasses dovetails with EssilorLuxottica CEO Francesco Milleri's strategy to expand intowearable devices and medical technology while maintaining leadership in traditional eyewear. In an interview last October, Milleri said that smart glasses could potentially replace smartphones over time.

However, an acceleration in production would also pose challenges for the French-Italian group, which is called upon to balance growth with the costs of upgrading its facilities. According to analysts at RBC Capital Markets, Ray-Ban Meta is expected to generate significantly lower gross margins than the group's overall portfolio. However, higher volumes, higher revenues and better component costs could alleviate some of the pressure on margins.