Oakley is built on innovation for sports. And this dedication to performance has created some of the most popular sunglasses today. But it’s also come with a price.
Today we’re exploring how Oakley continues to be one of the top luxury brands in eyewear today, and why Oakley sunglasses are so expensive. Let’s get started.
Oakley Prices Over Time
Looking at the history of Oakley prices, we can see a steady increase in the cost of their sunglasses over the last 4 decades. But when we compare this to inflation, it gets more interesting.
As you can see in the graphic below, Oakley prices have increased from as low as $60 at the start up to $300+ for some of the most popular pairs.
But as we adjust for inflation, you see that the prices of Oakley have remained about steady across history, even decreasing slightly in recent years.
Why Are Oakleys Expensive?
1. Impact Resistance and Protection
Any sunglasses you wear should first and foremost protect your eyes. Some just do this better than others, and Oakley is no exception.
Oakley lenses are designed to exceed ANSI Z87.1 impact resistance standards. This means an Oakley lens can withstand a steel ball bearing firing at 102 mph from point-blank range! (Check out the video below for this test in action!)
Part of the secret – Oakley Plutonite Lens material. This Polycarbonate material is designed to not only be durable but also provide unparalleled clarity thanks to High Definition Optics (HDO) technology.
And not only are Plutonite lenses durable and lightweight, they also protect against 100% of UVA, UVB, and UVC rays. Plus harmful blue light up to 400nm!
But Oakley doesn’t stop there. They also offer unparalleled protection in their frames.
Today, most Oakley frames are made of lightweight O-Matter material. O-Matter is a flexible nylon composite that is durable and resistant to sweat, dust, and moisture.
As you can imagine, designing and manufacturing these superior frames and lenses comes at a cost. And this translates into part of the high price of Oakley sunglasses today.
2. Innovation
Since its start, Oakley has focused on innovation at all costs. Today, they have over 600 patents for their materials, components, and technology. And these patents have kept their sunglasses at the forefront of eyewear.
From the early days of the Eyeshade and Blade sunglasses to Oakley X-Metal Sunglasses that can withstand the weight of a car. Oakley founder James Jannard pioneered eyewear as we know it today.
And this innovation continues today.
Oakley Prizm Lens Technology, one of Oakley’s latest innovations, brings color and contrast-enhancing lenses to the masses. And this breakthrough didn’t happen overnight. Prizm lenses took over 15 years to develop and have changed lenses as we know them.
Plus Oakley was able to combine Polarized lenses that prevent glare with Prizm technology, creating Prizm Polarized lenses that provide maximum protection!
And, in the end, 15 years of R&D, and over 600 patents not only separate Oakleys from cheap sunglasses, but it also costs dollars. And this money is eventually passed on to you at the register.
4. Prescription Options
Oakley offers prescription options in everything from basic eyeglasses to high-performance Prizm and Polarized lenses. All of which offer superior clarity compared to your average eyeglasses or sunglasses.
And thanks to Oakley’s wide range of frame styles, you can find the perfect fit for you. To order prescription Oakleys, all you need is a valid prescription.
You can buy prescription Oakley glasses through your local eye doctor or online direct from Oakley’s website!
But with quality and options, also comes cost.
Prescription Oakley sunglasses and eyeglasses often cost $500+ including the lenses. For more on ordering, check out our complete Oakley prescription eyeglasses and sunglasses guide.
5. Branding & Marketing
Oakley’s very first marketing campaign was both simple and revolutionary. Jannard put the company logo front and center on their first motocross goggles in 1980.
Then in 1986, Greg LeMond won the Tour de France wearing a pair of Oakleys (Eyeshades to be exact), and Oakley grew into a global giant.
Since then Oakley has become the leader in marketing and branding through endorsements with high-profile athletes.
From the U.S. Olympic Team to NFL players like Patrick Mahomes, Oakley sponsors them all. And at the end of the day, those celebrity endorsements mean high brand awareness and high costs for Oakley.
And while Oakley is an American company, they’re actually owned by Italian company Luxottica, who in 2019 reported spending $655 million on advertising just in the U.S!
And as you probably guessed, those advertising fees only increase the cost of Oakley shades!
5. Competition
If you walk into a Sunglass Hut or Lenscrafters today, you’ll see row after row of different eyewear brands. And you may be wondering why competition in the market doesn’t drive the price of Oakleys down?
The truth is – all of those brands are owned by the same company – Luxottica!
As we mentioned above Oakley is owned by Italian eyewear maker Luxottica. But did you know they also own SunglassHut, and Lenscrafters store? And their reach extends from big names like Ray-Ban, Costa, and Tom Ford to lesser-known brands like Oliver peoples.
All of this means, there is little actual competition in the market to change prices. Since Luxottica controls most of the market, even down to the retailers themselves, they can control the prices they charge.
Are Oakleys Worth The Money?
So, now after learning why Oakleys are so expensive, you may be wondering if they’re worth it? Short answer – Yes.
Across the eyewear industry, you always pay for quality. Even looking at some of the newest disrupting brands, they are still at a comparable price for frames and lenses to big names like Oakley.
And they usually still don’t have the same innovation and 600+ patents that Oakley brings to the market!
Overall, Oakley sunglasses are worth the money because they offer superior protection and style in a durable frame that will last for years!
How to Save on Oakley Sunglasses?
If you’re looking to buy Oakleys but want to save on the pricing, you have a few options.
First, you can wait for an Oakley seasonal sale or promotion. These happen throughout the year and usually offer 30% or more discounts on Oakley sunglasses. You can find our complete guide to when Oakley runs sales here.
But if you don’t want to wait, your best option is online through aftermarket sites like our Oakley Forum Exchange or eBay.
These sites let members buy, sell and trade Oakley sunglasses. And you can often find new pairs for up to 40% off, without needing to wait for a sale!
For more information, check out our guide to buying cheap Oakleys!
Looking For More?
Do you think Oakleys are worth it as a luxury brand or have they become too expensive in recent years? Join our community and let us know in the thread below!
