Akmal Azhar
Bugatti has entered a new chapter in its luxury lifestyle journey with the unveiling of a tourbillon-inspired eyewear collection at SILMO 2025, the global trade fair for optics and eyewear held from September 26 to 29 in Paris. The event saw Bugatti take the bold step of translating its hypercar ethos into eyewear, launching its most ambitious optics line to date.
A Year of Milestones for Bugatti
The announcement arrives amid an important year for the marque. While the Bugatti Tourbillon — a hybrid V16-powered hypercar — has already captured headlines, the eyewear reveal brings something tangible to wear. The launch also coincides with the 20th anniversary of the Veyron, underlining Bugatti’s enduring influence over what it means to be luxury.
Private Showcase at Luxury Living Paris
Before going public, Bugatti hosted a private unveiling at Luxury Living Paris, presenting the eyewear pieces alongside items from its Home Collection. This move underscores the company’s ambition to expand from automotive into adjacent lifestyle realms — furniture, design objects, and now optics.
Collaboration with OBI and New Visual Identity
The eyewear line is a collaboration with OBI, Bugatti’s long-standing eyewear partner, under the leadership of CEO Sascha Koettig and Creative Director Kellie Hautala. Together, they developed a new visual language intended to guide the brand’s optical identity across the next decade.
The Tourbillon Limited Edition
At the heart of the collection lies the Tourbillon Limited Edition, a 3D-printed titanium frame inspired by the aerodynamic rear design of the car. Only 100 units will be produced, each delivered in a carbon fiber collector’s box modeled after the vehicle’s suspension geometry. Built in Japan with rare materials, some frames are adorned with VVS1 diamonds.
Model 36 and Model 100
Beyond the flagship edition, the collection includes the Model 36, Bugatti’s first rimless style emphasizing lightness and refinement, and the Model 100, a bold navigator silhouette crafted from carbon fiber and horn. These frames integrate EB (Ettore Bugatti) spring hinges and mesh accents plated in silver, white gold, or 24-carat gold.
The Precious Collection
For those seeking even greater exclusivity, the Precious Collection elevates eyewear into collectible art. Antwerp artisans set VVS1 diamonds and other precious gems into bespoke frames, transforming them into wearable masterpieces.
Eyewear as a Legacy Object
Bugatti positions these eyewear pieces not merely as fashion accessories but as lasting design objects. Ownership is framed as stewardship, with emphasis on care, preservation, and longevity, ensuring the pieces remain relevant beyond passing trends.
Long-Term Commitment to Optics
The partnership with OBI has been extended through 2030, reflecting Bugatti’s commitment to evolving its presence in eyewear and expanding the boundaries of luxury design.
Blending Automotive Excellence and Wearable Artistry
With the Tourbillon eyewear launch, Bugatti bridges the gap between its legendary automotive excellence and wearable artistry, weaving its design philosophy into a new domain of luxury.
Yusri Ng
