Ray-Ban Meta is breaking records: over a million units sold by 2024. A remarkable performance that propels Meta to the top of the connected glasses race, well ahead of its competitors.
The American giant has no intention of stopping there, and is now aiming to sell several million units for the next generation. Analysis of a strategy that combines innovation, AI and marketing power.
Ray-Ban Meta passes the million mark
Ray-Ban Meta glasses have crossed a symbolic threshold: more than one million pairs were sold in 2024, according to internal figures revealed by Mark Zuckerberg to his teams at the end of January. This performance far exceeds that of the previous generation, with sales multiplied by three.
Behind this success lies a winning combination: EssilorLuxottica's expertise in optics, Meta's technological power, and the aura of the Ray-Ban brand. Ray-Ban Meta has established itself as a trendy, connected and practical object, thanks in particular to the integration of the Ray-Ban assistant. Meta AI based on the LLaMA model.
A clearly stated ambition: to multiply sales by five
Mark Zuckerberg makes no secret of his ambitions: "Many successful products reach 5 to 10 million units sold by their third generation. The question is whether we'll go from 1 to 2 million or 1 to 5 million."
The objective is clear: to make Ray-Ban Meta a must-have consumer product. Meta intends to capitalize on the lead it has acquired to consolidate its position before rivals step up to the plate.
The advantage of on-board artificial intelligence
What sets the Ray-Ban Meta apart from competing connected glasses is undoubtedly the seamless integration of theMeta AI assistant. Able to answer questions, give recommendations or provide contextual information, this assistant transforms eyewear into a genuine everyday tool.
This is where Meta's AI makes the difference: it gives the object a real purpose, far beyond that of a gadget. It's this functionality that has won over a large part of the public and contributed to the surge in sales.
A marketing strategy worthy of a blockbuster
Meta is preparing a marketing plan to match its ambitions. Two commercials will be broadcast during the Super Bowlwith ambassadors of choice: Chris Pratt and Chris Hemsworth. The aim is to reinforce the cool, lifestyle image of Ray-Ban Meta.
This global spotlight could be decisive in converting a still hesitant public and widening the target to non-technophile consumers, seduced by the brand's image and ease of use.
Diversification under the Oakley brand to appeal to sports enthusiasts
EssilorLuxottica isn't stopping there. A new pair of connected glasses, targeting athleteswill be launched under the Oakleyalso owned by the Group. This model should be available by the end of the year, with a positioning more focused on performance and physical activity.
This segmentation strategy enables us to cover several market niches while capitalizing on the reputation of the Group's brands.
A new generation with display and neural control
Meta has confirmed that the next version of Ray-Ban Meta will feature more advanced functionssuch as a small screen for notifications, as well as a neural control bracelet. The latter would enable interaction with the glasses via subtle muscular signals from the wrist.
These innovations could mark a major step forward in the democratization of the light augmented reality and screen-free man-machine interfaces.
XR Quest helmets continue their ascent
At the same time, Meta continues to invest in virtual and augmented reality via its headsets. Quest 3 and Quest 3S. Several million units were sold, and the Reality Labs division generated over a billion dollars in revenues - an all-time record.
However, these revenues do not yet compensate for the heavy investment in R&D, which amounts to 5.72 billion dollarsThese are mainly intended for the development of the next generation of AR headsets and goggles.
What you need to know
Ray-Ban Meta has established itself as the most advanced and popular product in the connected eyewear sector. With more than one million units sold, the partnership between Meta and EssilorLuxottica proves that design, technology and artificial intelligence can appeal to a wide audience.
Meta's ambitions are clear: to make its mark before Google, Samsung or Apple come up with a viable alternative. And to achieve this, the brand is counting on continuous innovation, an aggressive marketing strategy, and intelligent adaptation of its flagship product.
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FAQ
Why do Ray-Ban Metas sell so well?
Ray-Ban Meta is selling well thanks to its attractive design, the integration of the Meta AI assistant, and a marketing campaign massive. They offer a unique experience, combining fashion and technology.
What role does artificial intelligence play in Ray-Ban Meta?
Integrated AI via Meta AI enables the glasses to interact with the user, respond to voice commands and provide real-time information.
How many Ray-Ban Meta were sold?
Over a million pairs were sold in 2024, three times more than the previous generation.
Is Meta planning new versions?
Yes, a new generation is planned with an integrated screen and neural control bracelet.
What is Meta's sales target?
Meta aims to sell between 5 and 10 million units from the third generation of Ray-Ban Meta.
Are Ray-Ban Meta the only connected glasses from Meta?
No, another pair will be launched under the Oakley brand, aimed at sports enthusiasts.
What impact does the Super Bowl have on product visibility?
The Super Bowl allows us to reach millions of spectators with star ambassadors, reinforcing our brand image.
Who are the Ray-Ban Meta ambassadors?
Chris Pratt and Chris Hemsworth will be the faces of the upcoming Super Bowl advertising campaigns.
Are Quest helmets also a success?
Yes, sales of Quest 3 and 3S headsets are strong and have generated over a billion dollars in revenues.
What innovations are in store for Ray-Ban Meta?
A display for notifications and a neural control bracelet are expected for the next generation.