Gucci enters smart glasses race, betting big on design 👓⚡

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The announcement was first reported by Reuters, which secured an exclusive conversation with Luca de Meo, CEO of Kering, Gucci’s parent company. The statement confirms a growing interest among luxury houses in immersive technologies.

Gucci enters the smart glasses race 🚀🕶️

Gucci is now stepping into the rapidly expanding smart glasses market, a space already occupied by major tech players such as Google, Samsung, Xreal, Meta, and Apple. A competitive landscape that is pushing new entrants to rethink how they stand out.

This project marks the beginning of a structured technological collaboration, particularly with the Android XR ecosystem, designed to accelerate experimentation. Several devices are already in development or testing phases, including the Samsung Galaxy XR, Xreal Project Aura, and Samsung Galaxy Glasses. Together, these innovations reflect a shared ambition: redefining how we interact with digital experiences through wearable interfaces.

Design as the ultimate hook 🎨✨

According to Luca de Meo, the product could launch “probably next year, in 2027.” A timeline that suggests development is still ongoing in a fast-evolving sector.

Facing well-established tech giants, Gucci plans to differentiate itself by leaning into its core strengths: aesthetics, craftsmanship, and quality. While tech companies tend to prioritize performance and features, the Italian luxury house could win users over with a design-first approach focused on experience and elegance. The goal? Transforming a piece of technology into a true fashion accessory.

As the line between technology and luxury continues to blur, the question remains: will consumers embrace smart glasses that combine cutting-edge innovation with Gucci’s signature elegance?