Polaroid Eyewear’s parent company StyleMark AG has secured what it describes as ‘one of the most sought-after exclusive licensing deals in the premium eyewear market’, with BMW, with the first collections set to be shown at next month’s TFWA Asia Pacific and Gate ONE2ONE exhibition.

Under this new agreement, StyleMark will manufacture and supply BMW branded premium ranges of sunglasses and premium optical frames for distribution via StyleMark China, which has been successfully operating in the Chinese Mainland market since 2008. 

Describing the range, Polaroid said: “BMW EYEWEAR is made from the latest high technology materials with aeronautical titanium and TR90 polymer frames that are tough, durable, but still lightweight and extremely comfortable to wear. The unique frames translate BMW design from the world of automobiles to create powerful, dynamic, premium eyewear styles. 

‘GREAT GROWTH POTENTIAL..’
“Expertly designed, every pair features the BMW logo on the temple arms and provides perfect optics and a perfect fit. The premium collection is particularly good for drivers – giving superb optical clarity in all light and weather conditions while minimising eye fatigue.” 

Commenting further, Jerry Dreifuss, Global Marketing Manager at Polaroid Eyewear (StyleMark AG) said: “We are delighted to have signed this exclusive partnership with BMW. Both our companies have an illustrious history of innovation, high technology and high-quality products and we are happy that BMW has realized that we have the right expertise, design capabilities and quality assurance expected for a high premium Eyewear brand.

“We see great growth potential at this higher end of the market over the next few years – particularly in the travel retail sector.”