Contact lens firm Sauflon chose London's Tower 42 venue for its launch of the world's first silicone hydrogel (SiH) daily disposable toric contact lenses.
Clariti 1 day toric was unveiled to practice owners during a Champagne reception overlooking the capital's skyline last week. They are the first daily disposable contact lenses for patients with astigmatism to be made from silicone hydrogel, Sauflon said, making them highly permeable to oxygen.
Speaking at the event, Sauflon UK sales director Bradley Wells said: 'I am very proud Sauflon is the first company to have SiH daily disposable toric contact lenses against some very tough competition in America.
'The key is to keep patients in contact lenses for longer, and this product will do that.'
Wells likened selling contact lenses to the mobile phone business, where retaining business relied on upgrades of existing custom, pitching the 1 day toric alongside the iPhone 4.
He advised practitioners the new range should cost patients £10 more per month than the existing Clariti 1 day. Sauflon, which only sells to high street practices, will offer free trial lens banks to promote the launch.
Sauflon technical director Howard Griffiths said the 1 day torics had held their own in visual acuity, lens rotation and comfort tests, compared with rival daily disposables for astigmatism sold by CIBA Vision and Johnson & Johnson.
'All three lenses scored very high for all subjective responses,' he added.
Sauflon also plans to add plus powers to the toric range in the future, but did not specify when. It is currently available in all minus powers, plano to -6.00 (0.25 steps) and -6.50 to -8.00 (0.50 steps) with two cylinders, -0.75 and -1.25 at axes of 20, 70, 90, 110, 160 and 180 degrees.
Managing director Alan Wells, who founded the company 26 years ago, said Sauflon had more new products on the way but could not reveal what they were.
'We are very proud with what is a world first as a British company. A few more firsts are on the way too so we are extremely delighted.
'The main selling point of the 1 day toric is they let much more oxygen through and so are healthier for the eyes.'
He said the company's large-scale manufacturing base in Hungary would enable the development of the new lenses. Production will take place at Sauflon's Southampton facility for the initial launch phase though.
The lens was endorsed by optometrist Andy Clark, who said: 'It is an absolute first and for me a no-brainer.'