Ray-Ban Meta Glasses Drive Record Surge in Smart Wearables Market

Ray Ban Meta smart glasses have driven a 210% surge in global smart glasses shipments in 2024, capturing over 60% of the market share. This growth, fueled by advanced AI features and stylish design, has sparked competition from major players like Xiaomi and Samsung. The market is expected to grow at a 60% CAGR through 2029.

Global shipments of smart glasses have entered a period of unprecedented growth, fuelled by the strong performance of Meta’s Ray Ban smart glasses. According to Counterpoint Research, worldwide shipments surged 210% year-on-year (YoY) in 2024, following an already impressive 156% YoY growth in 2023. 

The research firm notes that the market surpassed the two-million-unit milestone for the first time in 2024, driven largely by consumer demand for Meta’s flagship device.

Defining the smart glasses segment

Counterpoint Research categorises smart glasses as wearable computer devices that integrate electronic components into traditional eyewear to provide functions beyond standard vision correction or protection. However, the classification excludes augmented reality (AR) glasses with see-through displays and optical components.

Within this segment, AI smart glasses form a distinct sub-category. Counterpoint defines them as glasses that must meet criteria including the integration of AI-capable processors (such as NPUs or DPUs), support for natural voice interaction, cameras for visual AI assistance, and reliable wireless connectivity. 

These requirements set them apart from basic smart glasses, which depend entirely on cloud or smartphone-based AI processing.

Due to technical constraints around battery life and heat management, most AI workloads continue to be handled by connected devices or cloud computing. On-device AI typically supports simpler functions such as noise reduction, voice activation, or basic commands. Nevertheless, these capabilities are crucial for differentiating AI smart glasses from earlier models.

Ray Ban Meta as a market catalyst

The launch of the Ray Ban Meta smart glasses in October 2023 marked a turning point for the industry. Counterpoint Research identifies them as the first AI smart glasses to reach the market, featuring an NPU-integrated system-on-chip, advanced audio-visual hardware, and compatibility with Meta’s Llama AI models.

These glasses combine photo and video capture with audio playback and AI-powered assistance, offering a more interactive experience than earlier models that focused primarily on incremental improvements to sound quality, voice pickup, or battery performance. 

Counterpoint notes that Meta captured over 60% of the smart glasses market share in 2024, underscoring the role of Ray-Ban Meta glasses in expanding the overall category.

The strong demand continued into 2025. Counterpoint’s shipment tracker shows that Meta grew shipments of Ray Ban Meta glasses by 73% in the first half of the year, outpacing the market’s overall 110% YoY growth in H1 2025.

Partnership with EssilorLuxottica

A key factor in Meta’s success has been its partnership with EssilorLuxottica, the parent company of Ray-Ban. The eyewear group not only manufactures the glasses but also provides an extensive retail network through Ray Ban stores, Sunglass Hut, and LensCrafters.

According to Counterpoint Research, “Luxottica’s own retail networks, including online and offline Ray Ban stores, Sunglass Hut and LensCrafters, account for a significant portion of the product’s sales.”

The collaboration has resulted in a tripling of revenue for Ray Ban Meta smart glasses in the first half of 2025 compared with the same period a year earlier. EssilorLuxottica’s Chief Executive Officer, Francesco Milleri, highlighted the strategic importance of the product, saying the collaboration is “redefining glasses as the next computing platform, integrating artificial intelligence, augmented reality, and healthcare technologies.”

Analysts also pointed to the combination of Meta’s AI-driven features and EssilorLuxottica’s brand authority in eyewear as a differentiating factor. The design and accessibility of the product have been highlighted as critical advantages in consumer adoption.

Market expansion and new entrants

The success of Ray Ban Meta glasses has prompted a wave of new entrants into the market. By early 2025, more than nine new AI smart glasses models had been launched, particularly from Chinese companies. Examples include Baidu’s Xiaodu AI glasses, RayNeo V3 camera glasses, Loomo AI glasses, and LOOKTECH AI glasses.

Counterpoint notes that Xiaomi’s AI glasses, released in the first half of 2025, became the fourth best-selling smart glasses overall within a week of launch. Analysts described the brand as a “dark horse”, with sales propelled by strong support from Xiaomi’s fanbase in China.

Other notable entrants include TCL-RayNeo, Kopin Solos, and Thunderobot, each attempting to differentiate by emphasising improvements in battery life, imaging, or product weight compared with Meta’s offering.

Counterpoint Research forecasts that smartphone makers such as Samsung and Transsion will also release AI smart glasses by the end of 2025, with further competition expected from internet companies like Alibaba. The market research firm described 2025 as potentially “a war of hundreds of smart glasses” as the supply chain scales up to meet growing demand.

Challenges and differentiation

Despite the rapid market growth, success for new entrants will not be guaranteed. Counterpoint warns that while entry barriers are relatively low due to reliance on standardised components from mainstream suppliers, product differentiation will be essential for long-term competitiveness.

The success achieved by Ray Ban Meta in North America and Europe may not easily translate to other markets, particularly in Asia, where consumer behaviour and brand preferences differ. Companies will also face challenges in balancing premium positioning with wider accessibility, as pricing and privacy concerns remain obstacles for adoption.

Market outlook

Counterpoint expects the smart glasses market to continue its rapid expansion, forecasting 60% YoY growth in 2025 and a compound annual growth rate (CAGR) of over 60% through to 2029.

“More AI smart glasses are expected to enter the market from H2 2025 onward, including launches from internet giants such as Meta and Alibaba. Meta recently introduced the Oakley Meta glasses, featuring improved battery life and enhanced video-shooting quality over the Ray-Ban Meta AI Glasses, and primarily targeting athletes and sports enthusiasts,” the research firm said.

Industry observers suggest that Meta is likely to unveil a broader product line-up at the Meta Connect event later this year, as it seeks to consolidate its leadership position. At the same time, Apple is reported to be actively developing its first AI glasses, underscoring the increasing strategic focus of major technology companies on the category.