Smart Glasses

From Niche to Next Big Thing

Once dominated by smartwatches and fitness trackers, the meaning of a wearable is going beyond the wrist. Smart glasses in particular are emerging as an outstanding innovation that could become the next defining trend in wearable technology.

Wearables as an established category including smartwatches and fitness bands has already enjoyed strong sales growth – which has now accelerated to +15 percent as emerging markets and brands outperform (1).

Smart glasses, which were previously known as a niche product with a clunky design and impractical for everyday use, have quickly become mainstream, with triple-digit sales growth since the beginning of the year (2). Their appeal lies in the combination of hands-free functionality and lifestyle aesthetics, offering consumers seamless connectivity and a fashionable accessory at the same time.

From Tech-Optics Partnerships to Big Tech Branding

What began as collaborations between tech firms and optical specialists is now evolving into something bigger: major tech players are putting their own names behind smart glasses, leveraging their existing brand loyalty to make a bold move into a brand-new segment. 

Google’s partnership with Kering Eyewear and the success of Ray-Ban Meta glasses are just the beginning. Apple is reportedly preparing to enter the space with its own smart glasses by 2026, signalling a serious commitment to the category.

Xiaomi, a tech powerhouse in Asia, has also entered the market with competitively priced, AI-powered smart glasses that integrate with its broader ecosystem. Their rapid sell-out in China underscores the region’s role as a hub for innovation and early adoption in the wearables space.

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Brands and ecosystems clearly matter to consumers. According to NIQ Digital Purchase data, between 10–12 percent of owners of the top three smartphone brands also purchased a wearable from the same brand, while only around 3 percent opted for a wearable outside their ecosystem. This highlights the importance of ecosystem integration and brand trust in driving wearable adoption (3).

These developments mark a shift from simple co-branding to full-scale investment by tech giants, who now see smart glasses as a strategic extension of their ecosystems. This move not only boosts consumer trust but also accelerates innovation in design, functionality, and user experience.

Looking Ahead: Trust, Design, and Integration

Smart glasses are evolving fast—from clunky prototypes to sleek, functional accessories. Their future success will depend on how well manufacturers balance cutting-edge technology with comfort, privacy, and design. As wearables become more personal and integrated into daily life, trust and brand equity will be critical to long-term growth.

With major players entering the space and consumer interest rising, smart glasses are not just a trend—they’re the next chapter in wearable innovation.

Sources: 

NIQ Market Intelligence. Global coverage excl North America. Core Wearables. Jan-June 2025. 

gfknewron consumer, Core Wearables: FR, DE, GB, IT, ES. Apr 2024 – May 2025. 

NIQ Digital Purchases. DE, UK, FR, IT, ES. Based on a sample of 212 785 online buyers of {Apple, Samsung, Xiaomi, or Garmin} in the categories {Smartphone or Smartwatch}. 2023-2025. 

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