Why glasses are so expensive in Switzerland and how we're changing that
The Situation:
In Switzerland, a new designer pair of glasses can easily cost CHF 200 to 600. A Ray-Ban Wayfarer, available in Italy for CHF 119, quickly costs CHF 229 or more in Zurich. Often, these are exactly the same model, from the same production.
According to a study by Comparis (2020), the average price for prescription glasses including lenses in Switzerland is CHF 586. For comparison:
Germany: approx. CHF 230
France: approx. CHF 180
Italy: approx. CHF 160
Source: comparis.ch – Glasses prices compared
Why are glasses so expensive in Switzerland?
The high price structure has several reasons:
Intermediaries and wholesalers charge markups for logistics and storage.
Opticians have to cover high rents and calculate accordingly.
Little competition in the premium segment, as many Swiss rely on in-store advice for glasses.
Consumers are often unaware of international price differences.
Parallel import – legal and sensible
Many do not know that parallel import of branded products is allowed in Switzerland. This means:
If a product (e.g., glasses) is legally purchased abroad and is original, it may be imported into Switzerland and sold here – regardless of distribution bans by manufacturers.
Source: SECO Switzerland on parallel import
Our Model:
Direct Import + 100% Online = Fair Prices
Brillendeal exclusively imports original, new branded glasses – directly from EU countries with lower price levels. We operate without intermediaries and deliberately forgo physical stores.
This means for you: Original goods (Ray-Ban, Hugo Boss, Gucci, etc.)
Unworn & new, from supra-regional sources
100% legal direct import with inspection in Switzerland
Delivery time 5–14 days (thanks to EU shipping)
Up to 60% cheaper than in Swiss specialist shops
Price Comparison: Example Models
| Model | Price in Zurich | Price in Berlin | Price at Brillendeal |
|---|---|---|---|
| Ray-Ban Wayfarer | CHF 229.00 | CHF 119.00 | from CHF 89.00 |
| Gucci GG0061S | CHF 340.00 | CHF 195.00 | from CHF 139.00 |
| Hugo Boss 1112 | CHF 289.00 | CHF 169.00 | from CHF 109.00 |
Note: Prices researched, as of 2024 – average from online shops and optician stores in Zurich and Berlin.
Swiss Consumer Behavior
According to a Coopzeitung survey (2022), 72% of Swiss people stated that they continue to buy their glasses from traditional opticians – despite a significant portion feeling they are paying too much.
Source: coopzeitung.ch
Our Goal: Fair Prices for Everyone
At Brillendeal, we believe that good vision should not be a luxury. Our goal is to offer high-quality original glasses at prices that reflect European realities – transparent, legal, and conscious.
Equally good. Simply fairer. Brillendeal – for smart eyes.
References:
Comparis Study Glasses Prices 2020: https://www.comparis.ch/
SECO Switzerland on parallel import: https://www.seco.admin.ch
Coopzeitung Consumer Behavior 2022: https://www.coopzeitung.ch/
Own price research 2024 (Zurich, Berlin, Online)
