Meta has Ray-Ban, Google is making smart AI glasses with Gucci, launching in 2027

What is in a name? Well, it can help some companies sell their devices as premium products. Tech giant Google has reportedly partnered with Gucci for its upcoming Android XR-based smartglasses to position them in the luxury segment. Through the partnership, Google will also leverage Gucci’s expertise in optical frames and sunglasses to design premium smartglasses that users can wear all day, instead of just when they are outdoors or doing an activity.

This partnership will also bring Google into direct competition with Meta, which is already offering Ray-Ban– and Oakley-branded smart glasses. There are also some reports that suggest Meta is exploring a partnership with Prada.

Google’s Android XR-based smartglasses launch timeline

While Google's Android XR-based smartglasses are expected to be unveiled later this year, enthusiasts will have to wait a little longer to get their hands on Gucci-Google co-branded smartglasses. Gucci CEO Luca de Meo says the Gucci and Google smart glasses will not arrive until 2027, as reported by Reuters. However, there is no clarity on whether this will be an audio-only product or if it will feature displays.

However, Gucci is not the only company that Google has approached for partnerships for its upcoming Android XR-based smartglasses. The company has already announced partnerships with other brands, including Warby Parker and Gentle Monster, which are expected to collaborate with Samsung for their anticipated Galaxy Glasses.

Luxury branding trend in tech industry

Google and Meta partnerships are recent examples of tech giants leveraging accessories and clothing brands to position their products in the luxury segment. This trend was brought into the mainstream by Apple when it started offering the Apple Watch in partnership with Hermes.

Google working on two types of smartglasses

Meanwhile, in December last year, Google confirmed that it is working on two types of smartglasses. The first type is designed for screen-free assistance, using built-in speakers, microphones, and cameras to help users chat naturally with Gemini, take photos, and get help.

The other type is display-based AI glasses, which will come with an in-lens display to show users helpful information, such as turn-by-turn navigation or translation captions.

Google has confirmed that the first type of glasses will arrive this year.

Google’s Project Aura

Google also previewed its Project Aura last year, offering a glimpse at a set of chunky sunglasses with a cord attached to a battery pack that also doubles as a trackpad. Google refers to the device as a set of “wired XR glasses.”

The smartglasses run on Android XR, the same operating system as the recently launched Galaxy XR headset from Samsung. Project Aura’s standout features include a 70-degree field of view and optical see-through technology. The glasses overlay digital content directly into a user’s line of sight, allowing activities like following recipe videos or accessing in-context visual guides while staying aware of physical surroundings.