Innovation in Eyewear: Silhouette Titan Minimal Art

[Asia Economy Reporter Yujin Cho] Titan Minimal Art is an innovation in eyewear. It was developed and launched in 1999 as screwless glasses and was first used in space in 2005.

The glasses worn by the crew aboard the 2005 space shuttle Discovery minimized weight by using high-tech titanium and SPX material, a synthetic resin developed by Silhouette.

SPX material has excellent elasticity and durability, preventing discoloration even after years. It protects astronauts' safety and prevents slipping during movements in zero gravity.

Silhouette was founded in 1964 by Arnold Schmid, born in Austria, and is recognized as a leading company in the eyewear industry with unique designs and cutting-edge technology.

In Korea, it is widely known as the eyewear choice of top executives and intellectuals such as Samsung Vice Chairman Lee Jae-yong, former UN Secretary-General Ban Ki-moon, Foreign Minister Kang Kyung-wha, and Ajou University Hospital Professor Lee Guk-jong.

Currently, Silhouette eyewear is exported to over 100 countries worldwide, and the entire eyewear frame manufacturing process is carried out exclusively at Silhouette’s headquarters in Austria.

Since 2011, Silhouette Eyewear has been exclusively partnered with Horus International in Korea. Jean-Michel, the Asia-Pacific head of Silhouette headquarters, stated, “After the successful launch of the Silhouette brand in Korea with Horus International, we are conducting direct product training from headquarters.”

Choi Sun-woong, CEO of Horus International, said, "This year, we will deliver Silhouette’s unique identity as an innovative, distinctive, and high-quality European luxury house brand to consumers. Through aggressive marketing activities and store support, we will develop the Silhouette brand stably so that both retailers and headquarters can win-win."

Horus International has established a system to quickly supply desired products at stores by deploying professional staff on-site and plans to provide product training for stores handling Silhouette. They also plan to introduce omni-channel marketing through the newly established marketing headquarters this year.

Luxury eyewear Silhouette can be found through Horus International at the headquarters showroom and Silhouette authorized optical stores nationwide.

This content was produced with the assistance of AI translation services.