Stylemark, parent company of Polaroid Eyewear, has announced a six-year licensing deal that will give it the right to develop and distribute a branded premium line of sunglasses and optical frames in certain markets, starting with China. Its new BMW Premium Eyewear collection will be introduced at the China International Optics Fair in Shanghai next month by Stylemark China, a joint venture with a Chinese vendor established by the company in 2008.
Under its agreement with BMW, Stylemark will initially focus on emerging markets for image reasons. India and Russia may thus follow the Chinese launch. The contract doesn't cover Europe for the moment, but distribution through BMW's automotive concessions and other channels is not excluded at a later stage. The deal also includes a range of Mini Premium Eyewear, expected to be launched in 2012.
StyleMark says the BMW eyewear will be made with aeronautical titanium and TR90 polymer frames, making them durable but lightweight. The logo of the German luxury car will be featured on the temple arms. Frames will also be available for fitting with prescription sunglass lenses.
Separately, Polaroid has introduced its Grey Label line of products co-designed by the pop star Lady Gaga in her role as creative director. The new line is made up of three products. The GL20 Camera Glasses, destined to be the most iconic, let users capture or upload photos with the built-in camera, and then display them on the glasses' LCD screens. The glasses can also be linked to a computer by Bluetooth or through a USB port, and they can view videos. They will be presented by Polaroid Eyewar at Mido, from March 4-6, and should launch later this year.