Meta just bought into EssilorLuxottica.
Metaverse in Reverse getting serious.
TLDR Summary
We won’t be generation heads-down forever. Handsets are impractical as our primary device to interact with information technology. When we use them, we lose touch to the real world. Headsets are the obvious next step to allow for a more integrated experience. Meta has been betting on the handset-to-headset transition for more than a decade. And they have been doing so with courage and determination.
To achieve their goal, they have been partnering with EssilorLuxottica for more than five years. EssilorLuxottica is the largest glasses manufacturer in the world and as such the natural partner to make Zuckerberg’s vision reality. Last year, they entered into a long-term partnership which was an encouraging sign that their collaboration has been fruitful. As another piece to mosaic, Bloomberg has reported today that Meta has bought a $3.5bn stake in EssilorLuxottica. Their collaboration seems to be going the right way.
What is Meta’s goal with glasses?
In 2024, 5 out of the 10 most downloaded mobile apps came from Meta’s Family of Apps. When we interact with the internet through our phones, we are mostly using Meta’s services. Meta is the primary software gatekeeper of the internet.
We are however not using their device. The hardware gatekeepers are Apple and Google. Meta doesn’t like that. It’s a constant cause for struggle and conflicts, especially with Apple which tries to keep Meta at bay by pointing to privacy concerns.
Meta cannot make a phone to change that. That ship has sailed. They can however make a bet on the next paradigm shift in how we interact with information technology. We have been using smartphones for 15 years. Before that, we have used personal computers for about the same time. Next, we will use smartglasses. It’s blatantly obvious. They just need to get their iPhone moment when the technology reaches a critical point for mass adoption.
Meta will very likely win that iteration as I have discussed in more detail in the article below.
Who is EssilorLuxottica?
EssilorLuxottica is the largest glasses manufacturer in the world and has been tremendously successful for decades. Their brand portfolio includes for example Ray-Ban and Oakley and they have licensed countless brands for eyewear including Armani, Burberry, Chanel, Dolce&Gabbana and many more.
The company owns 25-30% of the worldwide eyewear market and even 40% of the global market for prescription lenses. You are probably not aware of it, but if you have ever owned glasses, it’s very likely you have been an EssilorLuxottica customer.
All of this makes them a natural partner for Meta to move us into the smartglasses age.
What is the partnership between Meta and EssilorLuxottica?
The partnership between both companies dates back to 2019, when they started working on smart glasses together which led to the 2021 launch of Ray-Ban Stories, smartglasses with basic audio and video recording features. Customer adoption was poor. But the encouraging part was the direction of the development this launch was pointing to.
In 2023, they launched Ray-Ban Meta, the second generation device allowing full HD livestreaming.
In September 2024, both companies announced a long term partnership to ‘collaborate into the next decade to develop multi-generational smart eyewear products’.
In June 2025, Oakley Meta was launched with improved capabilities, especially for sports activities. Check it out yourself through the link above. It’s easy to see that the TikTok/Reels/YouTube Shorts generation will love that. It will be a flywheel. The more people buy it, the more people buy it.
Which news came out today?
Today, Bloomberg News reported that Meta bought a 3% stake in EssilorLuxottica for about $3.5bn and is allegedly considering to raise that stake to 5% over time.
It’s a lot of money, but from Meta’s point of view it’s also pocket change which makes it more symbolic than financially material. The biggest signal in news like this is that the partnership between both companies seems to be going well. It seems to be a perfect match and even though I see it being discussed here and there, I do feel that the ultimate potential of this partnership remains underappreciated. Meta is not just a social network and AI powerhouse. They will also assume Apple’s role in the technology environment of the future.
Sincerely,
Rene