Essilor Luxottica, the world’s biggest eyewear company, has teamed up with Mark Zuckerberg’s Meta to produce more “price-sensitive” AI glasses.

The launch comes after the rollout of both the Ray-Ban and Oakley Meta glasses, the former being the best-selling AI glasses in the world. However, unlike the Ray-Ban collection, the Essilor Luxottica range will start retailing from US$299.

“We’re incredibly proud of our first-to-market innovation in the smart eyewear space and our ability to deliver consumers around the world richer, more connected experiences,” said Francesco Milleri, Chairman and CEO of Essilor Luxottica. “More price-sensitive consumers will have an opportunity to experience the power that wearables bring into their everyday lives.” 

Milleri said that Essilor Luxottica’s “iconic brands” continue to drive adoption in the market. The company was formed in 2018 following the merger of lens company Essilor and glasses frame company Luxottica. Its portfolio includes Ray-Ban, Oakley, and Oliver Peoples, while also producing glasses for Chanel, Prada, Coach, and Armani. 

“Our partnership with EssilorLuxottica is about putting powerful AI into frames people actually want to wear,” added Mark Zuckerberg, Meta CEO. “I believe glasses are going to be a main way people access personal superintelligence – and with Meta Glasses, we’re going to make that accessible to a lot more people.”

Starting with three styles, the new collection will also feature multiple lens choices. At the moment, they are available online in the US, Canada, and select European countries, with more markets set to be added later in the year.