Google invests in Gentle Monster for fashionable wearables

Google has acquired a 4% stake in the South Korean eyewear maker Gentle Monster, amounting to a deal of around 107 million euros. Together, they aim to conquer the rapidly evolving market of smart glasses.

Breakthrough for smart glasses?

Just a month after Google announced a creative collaboration with Gentle Monster, the tech giant takes a stake in the innovative eyewear brand. Together, the two companies will launch a new line of “smart glasses” in 2026: the so-called Extended Reality (XR) glasses will utilize Google’s AI and Android technology.

After several failed attempts in the past, smart glasses now seem poised for a breakthrough. Facebook parent Meta recently launched several “smart” Ray-Ban glasses in collaboration with EssilorLuxottica. Although it is still a niche product, the glasses are being well received.

The previous attempt by Google with Google Glass faced various challenges, including privacy issues and an impractical design. However, the current market offers more opportunities due to the development of more advanced AR functionalities and a demand for attractive wearables.