Kering to Launch Gucci Smart Glasses with Google in 2027
Kering plans to launch smart glasses under its Gucci label in partnership with Google, signaling a major step into AI-powered eyewear. Notably, CEO Luca de Meo confirmed the expected timeline during a recent interview in Florence. As a result, the company positions itself as an early luxury entrant in a fast-evolving category.
“Probably next year, 2027,” de Meo said when asked about the timeline during an interview on the sidelines of Kering’s capital markets day in Florence.
Moreover, the glasses will run on the Android XR platform and use Gemini for AI-powered features. Consequently, users can expect tools such as live translation, contextual awareness, and hands-free navigation. At the same time, the design will reflect high-end fashion aesthetics, which aims to merge technology with luxury appeal. Therefore, the move directly challenges established players like EssilorLuxottica and products such as Ray-Ban Meta smart glasses.
A Strategic Push Beyond Fashion
At the same time, the smart glasses initiative forms part of a broader transformation strategy called “ReconKering.” This plan aims to significantly improve profitability and operational efficiency over the coming years. For instance, it includes store renovations, reduced retail space, and a major inventory cut. As a result, the company seeks to streamline operations while boosting long-term returns.
Additionally, leadership has emphasized that revitalizing Gucci remains the top priority. Because of this focus, the company also plans to expand its eyewear and jewelry divisions. These segments currently contribute a smaller share of revenue, yet they offer strong growth potential. Therefore, diversification beyond traditional fashion and leather goods becomes a key objective.
Rising Competition in Smart Eyewear
Meanwhile, the push into smart glasses reflects a broader industry trend toward AI-powered wearables. Companies across both tech and fashion sectors increasingly invest in this space, expecting strong consumer adoption. For example, Warby Parker and Gentle Monster have already partnered on similar initiatives.
Furthermore, significant investments continue to accelerate development and commercialization efforts. Because of this momentum, competition intensifies as brands race to define the future of smart eyewear. Ultimately, combining luxury branding with advanced AI technology could help carve out a premium niche in an emerging market.
