Vision-X 2016, the Middle East’s largest optical trade show, featuring world-class industry brand names, has opened in Dubai, UAE at Dubai World Trade Centre featuring more than 4,000 buyers from 70 countries.

Inaugurated by Humaid Mohammed Obaid Al Qatami, director general of the Dubai Health Authority along with Helal Saeed Almarri, director general of the Department of Tourism and Commerce Marketing and director general of the Dubai World Trade Centre Authority, the event runs until October 27.

Al Qatami said: “Dubai’s international position makes it a perfect location for hosting events and exhibitions, especially those focussed on the economy and health. No matter the size of the event, the venue of the Dubai World Trade Centre coupled with their management team has led to the continued success of exposition business in the emirate.”

New to the show this year, Swiss company Einstoffen is a young and innovative lifestyle brand launching its collection for the first time in the Middle East.  They believe that the youth in the region are the most important factor for trendsetting their unique eyewear frame designs which incorporate natural materials.

Philippe Rieder PhD, director PR and Sales at Einstoffen said: “Based on our experiences in European and Asian markets, the use of natural materials such as wood and stone in the design of frames is a rising trend that cannot be ignored. We want to take advantage of this and inspire the youth of the Middle East with a new range of products that blend fashion and optics.

“Backed by a wealth of culture, young people here have the capability of being trend-setters for the region. Typically, our European and American competitors have shied away from the UAE but we see a lot of untouched potential in the Middle East.”

Joined by more than 250 brands represented at the three-day exhibition, Einstoffen aims to impress visitors and buyers with their unique styles showcased in their Wooden Sunglasses and Stone Eyewear ranges.

Rieder added: “We know the idea of stone eyewear may come across as a little strange or impractical but the secret lies in the basic construction of the frames consisting of several cross-laminated layers of wood which is finished with a fine layer of stone, providing an exclusive look and style.

“Our aim is to not only create designs that have a pleasing aesthetic but also ensure we can offer a product that is affordable and practical for everyday use.”

Sales at the event are expected to be strong amid forecasts that the optical industry in the Middle East is growing, as demand for contact lenses and spectacles rises.

The Vision-X Opticare Conference runs alongside the three day exhibition and is held in cooperation with the International Association of Contact Lens Educators and the European Academy of Optometry and Optics.

In cooperation with the IACLE and the European Academy of Optometry and Optics (ECCO), this year’s Vision-X Opticare Conference will offer delegates a valuable opportunity to earn CPD points for their practices as well as provide insightful workshops highlighting the latest techniques for fitting lenses and diagnosing patients.

International presence at the three-day trade show has been steady in recent years and Vision-X organisers are reporting an increase globally this year.  The Turkish pavilion has seen its number of exhibitors represented doubled year-on-year, while there is strong representation from Germany, Italy, and South Korea showcasing a range of products. Additionally, many of the major brands and luxury names that dominate the industry will be displaying their latest designs.

Visitors can expect to see the very latest in cutting-edge design, technology and innovation at Vision-X, with dedicated areas such as the Future in Focus and Retail Theatre for business owners and managers to improve their operations.

Celebrating excellence in the eyewear and optical care industry, the Vision-X Vision Plus Awards returns for the third year to provide a platform for leading brands to celebrate the best in business. The ceremony takes place on October 25 at the Dubai World Trade Centre. – TradeArabia News Service