HTC is rolling out its new VIVE Eagle in Taiwan, making it the first and only consumer brand in the market to officially launch AI-powered glasses. The move gives HTC an early edge at home, even as the global "hundred-glasses war" of 2025 moves into a more crowded, late-stage battle.
Industry analysts at DIGITIMES Research say HTC's strategy in Taiwan hinges on two key factors: tapping into the reach of local telecom networks and boosting the device's appeal with lifestyle marketing, including a high-profile celebrity endorsement.
Telecom partnerships make pricey device more accessible
While Meta leans on fashion eyewear boutiques and Xiaomi uses its own retail network, HTC is taking a different path. In Taiwan, the company partnered with eyewear chain 2020EYEhaus and, more importantly, with Taiwan Mobile. By tying the VIVE Eagle to mobile subscription plans, HTC is targeting smartphone users, a strategy still rare among AI glasses makers.
The device is priced at NT$15,600 (about US$480), a steep ask for many consumers. Through Taiwan Mobile's "zero-dollar add-on" program, however, buyers can bundle the VIVE Eagle with long-term mobile contracts, making the device feel more affordable and increasing the likelihood that consumers will give it a try.
Fashion show and celebrity endorsement
On the design side, the VIVE Eagle looks much like rivals, including Ray-Ban Meta, Xiaomi's AI Glasses, Rokid Glasses and RayNeo V3. HTC, however, tried to set itself apart by hosting a fashion show at the launch and bringing in actor Tony Yang as its brand ambassador.
DIGITIMES points out that with most AI glasses offering similar technical features, consumer interest now depends largely on style and brand strength. Ray-Ban Meta, for instance, expanded beyond tech enthusiasts by leaning on the Ray-Ban name to reach lifestyle buyers. HTC seems to be following a similar playbook, positioning the VIVE Eagle as a fashion statement as well as a piece of technology.
HTC may trigger a local AI glasses trend
Despite its high price tag, HTC's partnership with Taiwan Mobile and its push to market the VIVE Eagle as a fashion accessory could help the device gain traction. Just as important, with no other major AI eyewear brands officially competing in Taiwan, HTC's early entry could boost its own sales while also kick-starting wider interest in the technology.
DIGITIMES expects HTC's carefully tailored strategy to spark consumer interest, potentially igniting Taiwan's first real wave of demand in the emerging AI glasses category.
Article edited by Joseph Chen
