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September 18, 2012
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In This Edition


Essilor’s Definity 3, Definity 3 Plus
Bushnell: Cébé


Viva: Skechers
McGee: Totally Rimless
Optylux: Été


REM Eyewear



Essilor Launches Definity 3 and Definity 3 Plus

Quick Take:
Essilor of America is launching a new version of its Definity progressive lens that offers more customization and improved viewing in four visual zones.
Wearer: Presbyopes.
Specifics: Like the original Definity lens design, the new Definity 3 and Definity 3 Plus lenses incorporate Essilor’s proprietary DualOptix digital surfacing technology, which splits the addition between the front and back of the lens. The new lenses also utilize a dynamic split, allowing for the add power to no longer be fixed. This creates more opportunities for customization as the split is optimized to the patient’s prescription and choice of frame, Essilor said. Definity 3 Plus will also utilize three additional measurements—panto, wrap and vertex—to further optimize the lens to the patient’s facial anatomy.
Selling Points: The design of Definity 3 has led to 35 percent less unwanted astigmatism than competitor lenses, according to Essilor. Additionally, Definity 3 offers a 10 percent softer design in the distance zone; 12 percent wider field of vision in the intermediate zone; 20 percent wider field of vision in the near zone; 77 percent of wearers tested reported less swim; 72 percent of wearers tested prefer Definity 3 for comfort in the intermediate zone; equal experience in the fourth visual zone, which Essilor calls Ground View Advantage.
Price Guide: Varied

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Bushnell Launches Cébé Eyewear Collection in the U.S.

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Quick Take:
Established 120 years ago in France, Cébé has built a reputation as a premier outfitter of technical sunglasses in Europe. Purchased in 2009 by Bushnell Outdoor Products, Cébé is now entering the U.S. market with an assortment of styles.
Wearer: Outdoor enthusiasts of all ages.
Specifics: The initial offering includes seventeen models divided among three collections; SportTech, SportActive and Junior.
Selling Points: Sportech features technical sunglasses engineered to deliver peak optical clarity, complete protection and comfort in even the most extreme conditions. Frame and lens materials are optimized for specific activities including: Nordic skiing, cycling, trekking and triathlon. Sport Active includes versatile, lightweight sports eyewear crafted for performance and style. The Junior collection features robust, flexible sunglasses for complete protection of kids’ eyes. Available Cébé 2000 Melamine lenses shield young eyes from harmful UV rays and blue light. All models have bi-material frames with Grilamid on the outside for durability and soft material on the inside for comfort. Both the Sportech and Sport Active sunglasses will be sold at sport specialty retailers; while the Junior sunglasses will be sold exclusively by eye care professionals.
Price Guide: $

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Viva Presents Skechers New Fall/Winter 2012 Line

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Quick Take:
Viva International Group has presented new releases into the Skechers Eyewear Fall/Winter 2012 collection. The new styles deliver a fashionable mix of fun graphic patterns in striking color combinations, inspired by the trend-savvy fashion sense of the Skechers lifestyle footwear collections.
Specifics: Four new ophthalmic styles, consisting of two men’s and two women’s models.
Selling Points: A blend of textured accents decorates the temples of models SK 2057 and SK 2058, two key styles for women. Each handmade acetate temple features a two-toned milled striped design, complimented by a dot pattern. Model SK 2057 is fully handcrafted in acetate with a soft rectangular front, while SK 2058 features a semi-rimless metal front in a modified oval shape. Both styles are available in a variety of color combinations, including black over white and magenta, plum over pink and satin teal. The new men’s ophthalmic collection features sporty design elements infused with subtle color accents. Model SK 3060 features a sleek two-toned metal front, while model SK 3062 boasts a handmade acetate front in tri-colored combinations, both in rectangle profiles. Model SK 3060 is offered in a matte finish, including black, green and brown, while the acetate front of SK 3062 is available in an array of colors, including black on grey, navy on grey and dark brown.
Price Guide: $$

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McGee Adds High-Octane by Totally Rimless

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Quick Take:
The McGee Group has added a new group to Maximum by Totally Rimless, the High-Octane collection.
Specifics: Three new rimless optical styles featuring bright color accents and bold styling choices.
Selling Points: The TR 183, TR 184 and TR 185 bring a sporty edge to minimalist rimless design for styles to fit any lifestyle. The TR 183, in black and brown, is a titanium rimless frame with a rounded rectangle eyeshape. The temples give the frame a streamlined look, with injected rubber overmold in a horizontal line leading to the temple tip and adding a pop of color to the frame. The TR 184, in antique gold and navy, is a lightweight and ultra-thin style with a geometric cut out on the temple which gives the frame a wire effect, while the thin rectangle eyeshape creates a classic look. Co-molded two tone temple tips finish the look. The TR 185, available in brown and gunmetal, is a bold look, with a geometric rectangular eyeshape and titanium front. The carbon fiber laminate temples create texture and depth, while co-injected rubber temple tips provide bright color accents. Accounts that purchase the entire collection will receive a Totally Rimless logo plaque/1-place display.
Price Guide: $$-$$$

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Optylux Showcases the Été 2012 Collection

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Quick Take:
Optylux Group, Inc., the exclusive U.S. distributor of luxury Italian eyewear brand, Été, has announced the new 2012 Été Collection. Été incorporates the organic beauty of real feathers into the design of its frames; as well as etched relief motifs.
Specifics: Eight new feather styles have been added, the Ampus, Biot, Callian, Lancon, Senas and Vallons; as well as three new plexi styles, the Capri, Giglio and Ischia.
Selling Points: The look of the new collection is chic, colorful and classic and each feather is hand-placed to ensure that every frame is as unique. Each of the eight new styles is available in several color options. In the plexi collection the three new styles are also available in several colors. Unique to the collection, all Été eyewear can be coordinated with matching pendants and bracelets. There are new Plexi pendant shapes with the collection now featuring oval and rectangular pendants, as well as the teardrop shape. Feathered pendants are available in a solid or cut-out version featuring inlaid stones, all in several color options.
Price Guide: $$$$$

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Marchon Releases Fendi Fall/Winter 2012 Collection

Characterized by elegant and unexpected designs, the Fendi Fall/Winter 2012 collection from Marchon features unusual combinations of materials and treatments, as well as creativity in both form and character. Color – vibrant and contrasting – is used to enrich and enhance frame features. A meticulous attention to quality and an innate sense of curiosity for anything avant-garde transform the Fendi eyewear collection creating a collection of refined and timeless styles for the season.

Mykita Unveils Limited Edition with Gossip’s Beth Ditto

Mykita has teamed up with the Gossip lead singer, Beth Ditto, to create a special frame made of lightweight stainless steel, customized to fit her facial contours. The Beth is the product of a sketch resulting from the search for the perfect pair of sunglasses drawn instinctively and spontaneously by Beth Ditto. The frame incorporates Ditto’s own distinctive style; the cutout-style look and Beth’s favorite color, purple, make a statement. The Beth comes in purple and white versions with violet gradient lenses, in a limited edition of 100 frames per color.

Götti Introduces New Fall Collections

Götti Switzerland has premiered its new collection for fall. Designer Sven Götti has designed six new acetate models in an attractive color palette. The color toffee has been newly added to the collection to speak to the coming autumn and winter. The thin-rimmed design and translucent colors make the frames seem very light and fresh. The new titanium models are thin and foldable with the brand’s signature 360° rotating Spin&Stow temples. Another special feature is the ergonomic bridge, which gives the classic form of the frames a futuristic shine and also makes them extremely comfortable to wear.

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Deirdre Carroll, Senior Editor

Send us news about frame, sun, spectacle lens and contact lens line collections and additions. Or provide us with subjects for future stories or topics you'd like to see covered. Contact VMail ProductWatch’s Editor Deirdre Carroll at

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