Sometimes the best business partnerships start with someone just shooting their shot. That's exactly what happened when EssilorLuxottica (ESLOF) executive Rocco Basilico decided to reach out directly to Mark Zuckerberg with an idea about smart eyewear. No warm introduction, no formal pitch deck presentation. Just a cold email to what he hoped was the right address.

When Googling Email Formats Actually Works

Basilico had been passionate about merging technology with eyewear for years, and he wasn't waiting around for the perfect connection. During a conversation at Meta Connect in September, he explained his approach: he Googled what he thought were the email formats for various tech executives and sent messages to several of them. One of those addresses was "zuck@facebook," and yes, it was actually Zuckerberg's working email at the time.

The pitch itself was straightforward. Basilico proposed taking Ray-Ban's classic Wayfarer design and integrating digital features, with his initial focus centered on Meta Platforms Inc. (META)'s Instagram. But Zuckerberg saw something bigger.

Three days later, Zuckerberg responded. Instead of a simple Instagram integration, he suggested building a broader product that could work across Meta's entire ecosystem. That email exchange became the foundation for what's now one of the most successful smart glasses partnerships in the market.

From Email to Empire: Scaling Production

The collaboration officially kicked off in 2019, and it's grown considerably since then. By July of this year, Meta had acquired just under 3% of EssilorLuxottica, a stake worth roughly €3 billion, with the option to increase ownership to around 5% over time.

EssilorLuxottica CEO Francesco Milleri has made bold claims about where this technology is headed. He believes smart glasses could eventually replace smartphones entirely. That's not just talk. The company is planning to ramp up annual production of Ray-Ban Meta glasses to 10 million units by the end of next year.

The numbers suggest they're onto something. By October 2024, the Ray-Ban and Meta smart glasses line had become the top-selling product in 60% of Ray-Ban stores across Europe, the Middle East and Africa. That's not a niche tech product anymore; that's mainstream adoption.

Expanding the Lineup

Meta isn't resting on those early wins. In September 2025, the company expanded the product line with two new models designed for different audiences. The $499 Oakley Meta Vanguard targets athletes who need something more rugged. The $799 Ray-Ban Meta Display goes further, featuring an integrated augmented reality screen that pushes the technology beyond simple camera and audio features.

These additions show how quickly the category is evolving. What started as Wayfarers with Instagram connectivity has become a diverse lineup with genuine AR capabilities and specialized designs.

Apple Enters the Arena

Of course, Meta won't have this space to itself for long. Apple Inc. (AAPL) is reportedly developing at least seven mixed-reality headsets and smart glasses products. The rumored lineup includes new Vision Pro M5 units, a lighter Vision Air model, XR glasses and a display accessory. Some of these products could start rolling out as early as 2027.

That timeline gives Meta and EssilorLuxottica a meaningful head start to establish their brand and build market share. But when Apple enters a category, things tend to get competitive quickly. The smart glasses race is about to get a lot more interesting.

Looking back, it's remarkable how a simple cold email turned into a multi-billion dollar partnership that's reshaping how we think about wearable technology. Basilico's willingness to just reach out directly, without waiting for the perfect introduction or formal channels, created an opportunity that might never have existed otherwise. Sometimes the best strategy really is just to send the email.