Smart sunnies with audio and full UV protection launch in Hong Kong

Hong Konger and former NBA star Stephon Marbury is bringing high-tech eyewear to the city. Gayatri Bhaumik caught up with him courtside

Smart sunnies - Stephon Marbury (left) and friend at the launch of Chamelo eyewear in Hong Kong

You may not have heard of Chamelo - yet - but the American-born smart eyewear brand is making a name for itself in the wearable tech scene.

Named one of Time’s Best Inventions of 2024, Chamelo has already appeared on The Tonight Show starring Jimmy Fallon and its frames have been spotted on celebrities like Bad Bunny and Shaquille O’Neal. Now, in a move spearheaded by chief brand officer - and ex- NBA star and Hong Kong resident - Stephon Marbury, Chamelo has teamed up with local retailers Optical88 and Lane Crawford to bring its collection of cutting-edge sunglasses to Hong Kong.

Each of Chamelo’s seven models offers 100% UV protection and incorporates tint adjustment technology that can be activated automatically or at the touch of a button. But these innovative sunglasses go far beyond that. The collection’s standout is the ski googles-inspired Music Shield, which uses Chamelo’s proprietary Eclipse tint-adjustable lenses, features built-in audio that syncs with your phone for music and calls - translation, they’re ideal for outdoor workouts.

For street style, the rimless Aura - Marbury’s personal favourite - is fitted with the brand’s trademarked Prismatic colour-changing lenses, which flick between neutral, blue, purple, and red with a touch of the frame. Other models, like the Dusk and Falcon, offer smart connectivity with either app integration or automatic adjustment.

But what sets Chamelo apart from other smart eyewear in the market? “People haven’t seen this type of technology in glasses before,” says Marbury. “I think that’s what makes it so appealing and makes people want to try it out.”

Chamelo chief executive officer Reid Covington expands on this, saying, “The fundamental difference is we’ve solved the core problem of eyewear - vision - rather than just adding tech features to glasses. Our Eclipse technology changes ting from light to dark in 0.1 seconds, 1,800 times faster than photochromic Transitions lenses, giving you perfect vision control anywhere, while our Prismatic colour-changing lenses are the world’s first, letting you switch between four colours with a touch.”

But why is Hong Kong Chamelo’s first retail point in Asia? Marbury’s been visiting the city since 2010 and became a resident in 2023 through Hong Kong’s Top Talent Pass Scheme, so he understands the city. “It’s always the right time here in Hong Kong because of the weather,” he says during Chamelo’s official launch event, which is held on a particularly humid and sunny summer day where sunglasses are much needed. “But [Hong Kong] is also a hub and allows people in the Asia market to learn what we’re doing.”

“Chamelo may be an American brand, but Hong Kong is truly our home,” adds Covington. “The [Hong Kong market] has incredibly sophisticated consumers who appreciate both cutting-edge technology and premium design.”

So what’s next for Chamelo? “Hong Kong is our launchpad for broader APAC expansion. I’m based here, Stephon spends a lot of time here, so we’re able to move fast,” shares Covington. “But we’re absolutely interested in expanding in APAC. We’re already in advanced discussions for launches in Macau, Taiwan, Malaysia, Singapore next month, and Australia, Thailand, Japan, and South Korea later this year. Each market has unique characteristics – Singapore’s tech-forward culture, Taiwan’s appetite for innovation, Japan’s appreciation for precision engineering…and Chamelo is perfectly positioned to serve all of them.”