Google’s smart glasses ambitions could be getting a luxury makeover. Kering CEO Luca de Meo told Reuters that the Gucci owner plans to launch AI-powered smart glasses under the Gucci brand in 2027 in collaboration with Google.
If true, Gucci would be the first major luxury label to jump straight into the new wave of AI glasses. And that wearable may not be that far away as reports suggest the Gucci smart glasses will launch sometime next year.
Why is Google working with Gucci?
The main reason could be quite simple: smart glasses still need to look good if they want to go mainstream. According to Reuters, de Meo sees eyewear and jewelry as key growth areas for Kering and this Google partnership fits perfectly into that broader strategy. Since style is half the battle in the smart glasses market, the collaboration between Gucci and Google is a direct response to the Ray-Ban smart glasses developed by Meta and EssilorLuxottica.
Why luxury is the real deal here
What makes this more interesting than just another wearable rumor is the branding. Google has flirted with smart glasses before, but Gucci brings with it completely different expectations. This is not a gadget for nerdy enthusiasts. If Kering’s plan is serious, Google’s AI glasses could become something more premium and visibly stylish rather than just functional. This could also make the product more desirable, even if it also makes it significantly more expensive.
At the moment the details are sparse. The report does not reveal any specifications, pricing, software features, or the actual name of the glasses. The main confirmed element is that de Meo told Reuters that the glasses are planned for next year and that Google is the technology partner. Everything else, including how “smart” they will be and whether they will focus more on AI support, audio, camera functions or live translation, is still unclear. This isn’t the first time Gucci has partnered with a technology brand either, and just a while ago the brand teamed up with Oura on a premium smart ring.
