In a bold move to strengthen its presence in the smart glasses market, Google is reportedly investing $100 million in South Korea-based luxury eyewear brand Gentle Monster. According to industry insiders, the deal is in its final stages and would give Google a 4% stake in the fashion-forward eyewear company.
This partnership is part of Google’s broader strategy to rival Meta in the emerging smart glasses space. At its recent I/O event, Google confirmed it is collaborating with Gentle Monster to develop next-generation smart glasses powered by Gemini AI. This marks a significant step toward creating fashionable, AI-integrated wearables aimed at mainstream consumers.
Gentle Monster: A Stylish Ally for Google
Gentle Monster has gained substantial popularity, especially among younger demographics in the US. The brand is frequently spotted on global icons like Beyoncé, Rihanna, Kendrick Lamar, and Billie Eilish — making it not just a tech bet for Google, but also a cultural one.
Unlike traditional tech partnerships, this alliance goes beyond simple branding. Reports suggest that Google’s investment signifies a deeper, strategic collaboration designed to shape the future of smart eyewear.
Competing with Meta and EssilorLuxottica
This development comes as Meta continues to dominate the smart glasses market through its ongoing collaboration with EssilorLuxottica — the world’s largest eyewear company, which owns brands like Ray-Ban and Oakley. Meta and EssilorLuxottica have already sold over 2 million units of Ray-Ban Meta glasses and recently unveiled the new Oakley Meta HSTN model.
Interestingly, Google once attempted to forge a deal with EssilorLuxottica, but was reportedly turned down. Now, it seems Google is turning to strong rising players in the eyewear space — including Gentle Monster and Warby Parker — to mount a serious challenge to Meta’s dominance.
What to Expect from Google's Smart Glasses
At Google I/O, the tech giant showcased a prototype smart glasses design created in collaboration with Samsung, featuring a monocular heads-up display (HUD). However, Google emphasized that this HUD feature will be optional in future products.
It’s still unclear whether the upcoming Gentle Monster or Warby Parker smart glasses will feature displays at all. However, the integration of Gemini AI suggests a focus on rich, voice-first interactions — positioning these glasses as stylish yet intelligent companions for everyday use.
