Google Invests $100 Million in Gentle Monster for Smart Glasses Revival

Google is reigniting its smart glasses ambitions with a $100 million investment for a 4% stake in South Korean eyewear brand Gentle Monster. The partnership aims to co-design Android-powered XR smart glasses, targeting a 2026 launch. This MOVE follows Google's earlier $75 million equity investment in Warby Parker and another $75 million committed to product development.

The extended reality (XR) wearables market is projected to reach between $4.1 billion and $8.3 billion by 2030, with compound annual growth rates of 27% to 30%. Growth drivers include AR adoption, AI integration, and consumer-focused design. Gentle Monster, known for its high-fashion frames worn by celebrities like Beyoncé and Rihanna, reported 2024 revenue of 789.1 billion Korean won ($570 million).

Google's strategy hinges on leveraging Gentle Monster's brand equity to reframe smart glasses as fashion accessories, distancing itself from the 2013 Google Glass misstep. The collaboration signals a broader industry push into XR, with Meta also partnering with Ray-Ban and Oakley.