To celebrate the 70th birthday of Ray-Ban, Luxottica Group introduces Ray-Ban Ultra, a limited edition collection of two styles that made the brand famous: Ray Ban Aviator and Ray-Ban Outdoorsman, each available in only 12,500 numbered pieces and engraved with its own serial number. Totally manufactured in Japan, these two styles feature an updated design enriched with new details and cutting-edge technology. The frames have titanium fronts and beta titanium temples and are completely coated in 22-karat gold plate. The styles are equipped with new P3 (P-Cube) lenses that have a polarizing filter sandwiched between two glass layers to improve vision and guarantee even greater protection. Anti-glare coating further reduces the percentage of light that reaches the eye, ensuring sharper vision. The lenses, currently only being used on these two styles, also have hydrophobic treatment and a mirror.

PHILOSOPHY: “Our objective with Ray-Ban Ultra is to make Ray-Ban relevant for today and for the next 70 years by capturing the technology and great design for which the brand is known,” says Marcello Favarossa, Luxottica global brand manager for Ray-Ban.

MARKETING: Merchandising materials include a black dispensing tray and frame pedestal/glorifier. Each sunglass comes packaged in a box with a leather case and informative leaflet.

PRICE POINT: $$$$$. For additional information, contact Luxottica Group, (800) 422-2020; web site:

Since 1937, Ray-Ban has reflected a distinctive lifestyle—synonymous with independence, boldness and freedom in fashion, cinema and society. Authenticity and tradition are the hallmark values that turned the brand into an international expression of style and passion.