BMW Group has handed the keys for its BMW, BMW M and BMW M Motorsport labels to eyewear company Marcolin Group.
Marcolin will produce and distribute a collection of licensed eyeglass and sunglass frames, with eye-catching and contemporary styles that are distinct for each of the three marques.
The agreement is valid for five years, effective between 1 January 2020 and December 2024.
Modern and easy-to-wear shapes will be created for the BMW line, a range of masculine and unisex sunglasses and optical frames, enriched by smart details and contrasts.
BMW M sunglasses will appeal to those searching for high-performance, handcrafted eyewear with high-tech detailing, quality material treatments and bold profiles. And for young and sporty types, an eyewear collection with strong colour-blocking combos and dynamic shapes has been created for the BMW M Motorsport community.
"We are very excited and proud to be entering this new partnership with BMW, one of the most powerful leaders in the automotive and motorcycle industry,” says Massimo Renon, CEO Marcolin Group.
“BMW has a strong influence in fashion, with products that are exciting to luxury audiences globally. We believe that the BMW brand, with its solid worldwide presence and innovative fashion design, will fit perfectly within our portfolio. We are confident that this partnership will have great success."
The eyewear collections will be available globally next year through Marcolin Group's distribution network and in the travel retail channel.