BOONTON, N.J.—Logo of the Americas, parent company of Premier Vision, has launched a new division, Adventure Vision.

According to the company, Adventure Vision’s goal is to meet the needs of a large segment of the frame-buying public with its first product line, Range Rover Eyewear.

“This unique collection echoes the rugged, state-of-the-art-yet-sophisticated spirit of the iconic 4x4 vehicles of the same name,” said Guillaume Pottecher, president of Logo of the Americas.

Logo of the Americas has named Mark Shidlofsky national sales manager of the new Adventure Vision division, reporting directly to Nick Palmiotto, executive vice president of Logo of the Americas.
“In the crowded eyewear and sunglasses marketplace, a very large audience is particularly underserved: discriminating men over the age of 35 that see ‘fashion’ frames as too feminine, ‘designer’ frames as too eccentric and ‘sports’ frames as too flashy and specialized,” explained Shidlofsky. “Our research shows these men want high-end, quality products that reflect their status and sense of adventure – and that is just what we are creating with our Range Rover Eyewear.”

Logo of the Americas also produces TAG Heuer Eyewear and Fred Lunettes Eyewear under license in its Premier Vision division.