BMW are to launch branded sunglasses in China, marketing news sources are reporting.

As part of a six-year licensing deal Polaroid Eyewear will manufacture and supply the BMW branded, premium ranged sunglasses. The frames will be distributed by the firm’s subsidiary company StyleMark AG in China.

The new product is targeting drivers in China and according to the report on Marketing Week, it is hoped the shades will translate the same high-technology and design features found in BMW cars, and the sunglasses feature the BMW logo on the arms. The firm is also currently developing a range of frames that will be able to be fitted with prescription lenses.

According to Polaroid Eyewear, China is the perfect target markets, particularly because it is expected to become one of the world’s most important markets for luxury goods in the next five years. If the initial launch in China is successful, the licensing agreement could be extended to both Russia and India.

Next year will see the launch of a range of Mini-branded premium sunglasses, after BMW also licensed its Mini brand.

Polaroid Eyewear sales and marketing director for EMEA/Asia, Chris Knight said: “The interesting thing from a marketing point of view is that it is an example of a brand category that works really well in developing markets but not necessarily so well in very developed markets, so car brands on fashion items or accessories tend to be at best mediocre performers in W Europe and the US.”

“In developing market people would like much more to brand themselves or associate themselves with a very aspirational brand,” he added.

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