Oakley working on Google "Project Glass" rival

Did you think that Google's Project Glass is a unique and novel concept, think again? As per reports in Bloomberg, Oakley, a division of Italy's Luxottica Group SpA (LUX) has been working on a similar technology for a long time.

"As an organization, we've been chasing this beast since 1997," Oakley Chief Executive Officer Colin Baden told Bloomberg.

Ultimately, everything happens through your eyes, and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform, he added.

There is no word for how long Google has been working on Project Glass, but one thing is sure that it has already got one rival.

Oakley CEO is however not sure whether his company would indeed jump in the commercial smart glasses market but they are working on the technology. If they are successful, Oakley is looking to target military and athletes with its own version of heads-up devices.

Baden points out that the initial products based on this technology would not be cheap, so it is far-away from being a mass-market device.