In a market defined by constant change, few voices carry the clarity of those who combine experience with continuity. At Ottica Benetti Okkio, Claudio and his children, Martina and Filippo, represent more than a business they represent a multi-generational vision rooted in identity, discipline, and respect for product. As the luxury eyewear landscape becomes faster, more competitive, and increasingly complex, their perspective offers a grounded understanding of what truly matters: coherence, controlled growth, and the long-term value of authenticity.
A family vision, built on continuity, passion, and shared values.
From your More than a “perspective, how do you see the current market? Is it transforming, shifting, unstable?
From my perspective, the market is in a clear phase of transformation: it’s moving faster, it’s more competitive, and in some ways it feels more unstable than it did a few years ago. Over the last few years, two dynamics have become very evident. On one side, there are brands that are deeply rooted in their niche and instantly recognizable through strong, consistent design codes colour, shape, and signature details. On the other side, many newer or evolving brands are trying to build an “hybrid” identity, mixing different recognizable elements from multiple brands in order to create something new. In today’s market, the real differentiation is not only about the type of frames you produce, but about the philosophy behind the brand and the respect for its identity. That means staying coherent over time, protecting the brand’s value, and being very intentional about distribution choosing the right partners, avoiding uncontrolled availability, and not letting anyone sell the brand without a clear strategy. Overall, the brands that will win are the ones thinking long-term: building consistency, trust, and desirability through vision and discipline, rather than chasing short-term numbers.
Is there a real crisis in the luxury segment at the moment compared to previous years?
More than a “luxury crisis,” I’d say we’re experiencing a crisis in perceived value. Over the last few years, many brands have focused mainly on raising prices to follow the momentum of the market, without delivering a real increase in quality, craftsmanship, or meaning. In the long run, customers notice that gap and they react. We’ve seen this especially in luxury fashion: today, a high price alone is no longer enough to justify a product as truly luxury. What matters is having a solid foundation genuine product excellence, a credible heritage, and a design language that is distinctive and consistent. Brands that can’t support their pricing with real value risk losing trust and relevance over time.
What is today’s eyewear consumer looking for?
Today’s eyewear consumer is looking for authenticity and real value something that genuinely justifies its price and feels special, not just another medical device. They want eyewear that enhances them in every situation and fits naturally with their needs, their personality, and the way they live. In other words, the frame has to feel personal, comfortable, and expressive, not generic. And more than ever, consumers are skeptical of “headline” brand names that don’t deliver on what they promise. They’re drawn to brands that are consistent, credible, and true to their identity where the product experience matches the story.
Do you believe the consumer currently feels confident?
Today’s consumer feels confident when they feel supported when they’re truly listened to and guided based on their real needs. For them, eyewear is something they live with every single day. It’s part of their routine and their identity, so they want a product that represents who they are and can adapt to their lifestyle something they can rely on in every situation, not just a purchase made in a hurry.
Do you feel threatened by online channels?
Online is something that exists for every product category, and we don’t see it as a threat in itself. However, we believe eyewear is fundamentally something you need to experience in person to wear it, touch it, and feel it. Those sensations can’t be fully replicated online. It often happens that a frame looks uninteresting in a photo, but once someone tries it on, they fall in love with it. That’s part of the “magic” we aim to deliver every day: the in-store experience, the storytelling behind a brand, how it works, and how it creates its pieces almost like wearable art. That is what truly makes the difference. Today’s customer is not only looking for a transaction; they want an experience, not just a cold online purchase.
Do you believe large groups such as yours should develop direct relationships with independent brands rather than working through sales agents? Would that create more space for them in-store?
Working with sales agents on the ground allows us to build relationships with brands more quickly and effectively. It gives us the opportunity to meet in person, understand each brand more deeply, and rely on trusted people who can represent the brand’s vision and follow its guidelines consistently. For us, human relationships are essential we base a large part of our work on trust, continuity, and direct dialogue. Serious, professional agents also make it easier to work confidently with independent brands that don’t follow standard commercial rules, but instead focus on selective, targeted distribution to protect their value and positioning. So rather than limiting space for independent brands, a strong agent network can actually help create the right conditions for them to be presented properly in-store, in a way that respects their identity and long-term strategy.
What do you see as the biggest issue in today’s luxury eyewear retail industry?
One of the biggest issues in luxury eyewear retail today especially in Italy is the way many niche and independent brands are being handled with a purely “volume-driven” mindset. In order to chase higher numbers (a logic that might work for commercial or fashion-driven labels), some agents and distributors place brands that should be protected into the hands of groups that end up discounting them aggressively and competing mainly on the lowest price. The focus shifts from offering a real experience and emotion to the customer, to simply moving product. As a result, even highly important brands sometimes produced in limited runs, with craftsmanship and exclusivity that should be highlighted are treated like mass-market items. They get heavily discounted, and distributors often do nothing to stop it because, in the short term, it increases sales. But with these kinds of brands, the correct approach should be the opposite: an honest, controlled, and respectful distribution strategy one that protects the brand’s value and positioning, and also respects the final customer who is buying into that story, quality, and uniqueness.
How does a group like yours purchase eyewear from independent brands? Is it handled by individual store managers, or is there a centralized buying team responsible for acquisitions per store?
We’re deeply passionate about our work, our product, and the ongoing search for innovative, distinctive independent brands. For that reason, the owners are directly involved in purchasing and in managing each brand relationship we don’t leave it only to individual store managers or a purely centralized team detached from the stores. Because we know our territory and our clientele extremely well, we can select each collection with real intention. For every brand we buy, we build a balanced assortment that offers the widest range of options for our end customers: from simpler, everyday frames to more artistic pieces; from highly distinctive styles to more technical solutions that work across different prescriptions and visual needs. For us, choosing the eyewear our customers will wear is not just a task it’s a pleasure and a responsibility, and it’s a key part of the experience we want to deliver.
How do you see the luxury eyewear industry evolving over the next 10 years?
The world is evolving so quickly that it’s hard to predict exactly how the luxury eyewear industry will look in ten years. Instead, we prefer to focus on what won’t change. What won’t change is the customer’s search for brands that make them feel good brands that “complete” them, that feel authentic, and that are more than just a famous name. People will continue to value brands that respect the work and craftsmanship behind a frame, treat the people involved in its creation with dignity, and, at the same time, respect the final consumer. In our view, the real challenge over the next decade will be understanding what remains constant: the individual needs and expectations of each customer and being able to meet them, whatever they are. Today, more than ever, people want to be understood, listened to, supported, and advised. They don’t want to feel like just “wallets” making a purchase; they want to feel part of something meaningful.
What expectations do you have from independent brands?
What we expect from independent brands is that they stay true to their philosophy and resist the temptation to behave like mainstream fashion labels which unfortunately sometimes happens changing their identity in the name of volume. We value brands that protect their culture of “making things the right way”: strong product integrity, attention to detail, and a sales approach that creates emotion and meaning for the customer, not just a push to sell another frame. Above all, we expect respect respect for optical stores as partners, and respect for the end consumer, who chooses independent brands not only for the product, but also for the values and behavior that should come with them.
Conclusion
In a world chasing speed, the Benetti approach is a reminder that true luxury isn’t built overnight it’s protected, curated, and passed on. Because in the end, brands don’t become timeless by accident they become timeless by staying true.
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