Meta announces new smart glasses starting at $299, as Zuckerberg keeps pushing wearables

Meta CEO Mark Zuckerberg wears the Meta Ray-Ban Display glasses, as he delivers a speech presenting the new line of smart glasses, during the Meta Connect event at the company's headquarters in Menlo Park, California, U.S., Sept. 17, 2025.

Meta on Tuesday announced a new set of $299 smart glasses, at least $80 less than the price tag for the company's entry-level second-generation Meta Ray-Ban glasses, as CEO Mark Zuckerberg continues his push into wearables.

The Meta Glasses come with new designs and are built in partnership with Ray-Ban parent EssilorLuxottica , but they don't come with Ray-Ban or Oakley branding.

Meta is aggressively marketing its smart glasses to consumers as eyewear competition heats up and consumers find more value in augmented reality devices. Though the smart glasses market is still small, Meta and EssilorLuxottica dominate it, with estimated market share of more than 80% and millions of units sold since they first launched in 2021.