Sports eyewear brand Evil Eye took 17 eye care professionals sailing for a day on the Solent and gave them an insight into the latest launches from its upcoming collections.
Attendees on three yachts were tasked with steering the boat and winching the sails from Southampton to Cowes and racing back again.
Before heading out on the water, the day started with a brand presentation by Evil Eye’s product director, Daniel Saurug, who highlighted how the Austrian company strove to innovate in sports eyewear.
He said Evil Eye thought about the functionality of frames and lenses as a whole package and considered what the needs of the wearer were.
Evil Eye was a multi-sport brand, Saurug said, and its frames were designed for specific outdoor activities, such as skiing or hiking, as well as cycling on or off road.
Saurug also explored the results of a consumer survey carried out on social media, which identified that Evil Eye’s core age group was 40 to 59 years old.
Survey respondents said they currently purchased frames at an optician (59%), online (35%), at a sport shop (35%) or at a retail sport chain (8%).
Saurug identified a large potential market for optical practices as 66% of respondents needed a prescription and the most popular criteria for buying was fit (28%).