Kering, the French luxury group behind Gucci, Yves Saint Laurent, and Balenciaga, is building smart glasses with Googlefor a 2027 launch. It would be the first luxury brand in a category that has spent two years proving consumers will actually buy smart glasses.
EssilorLuxottica sold over seven million smart glasses in 2025 under the Ray-Ban and Oakley brands — effectively tripling lifetime sales since the first Ray-Ban Meta launched in 2023. Kering is betting Gucci's heritage pulls buyers at the same price point or higher.
Gucci is not entering from a position of strength. Revenue dropped 19–22% in 2025, creative director Sabato De Sarno was fired, and the brand is mid-turnaround. A 2027 product from a house in flux carries real execution risk.
The 2027 smart glasses market is shaping up as a four-way field. Ray-Ban Meta is already on its second generation. Samsung's glasses are expected before the end of 2026. Apple is targeting an early 2027 release with a rumored $500–$1,000 price point. Gucci-Google would enter that same window with luxury positioning none of the others can claim.