By  on October 28, 2010

LAS VEGAS — Eyewear companies touted the “new luxury” at the International Vision Expo West trade show, as manufacturers pushed toned-down logos and cutting-edge technology and materials, along with a focus on craftsmanship.

“Luxury is partially coming back, but excessive displays of wealth are over,” said Claudio Gottardi, president and chief executive officer of Marchon International, which has invested in 3-D technology to make eyewear both functional and fashion forward. “Today, products have to have a purpose, not show how much money you spend by the number of stones on them or the visibility of the logo.

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