Hall of Frames 2025
A Farewell to Lucerne,
A New Chapter in Zurich
On September 14, 2025, the Hall of Frames (HOF) opened its doors at the Swiss Museum of Transport in Lucerne for the very last time.
For four consecutive years, this venue has served as the backdrop to one of Switzerland’s most anticipated events for independent eyewear, bringing together opticians, designers, and industry leaders.
Next year, the story continues in Zurich, as HOF 2026 will debut at the Emil Frey Autocity Nord in Oerlikon, marking an exciting new chapter.
A record crowd for the farewell edition
Despite the lure of late-summer sunshine, HOF 2025 drew significantly more visitors than in 2024, underlining its status as a cornerstone of the Swiss eyewear calendar. Not only was the turnout strong, but the quality of the attending optical stores was equally impressive, confirming the event’s role as a hub for the country’s most forward-thinking professionals.
The halls of the museum buzzed with conversations around trends, materials, and craftsmanship, all set against the inspiring backdrop of Lucerne’s transport history.
Established icons meet daring newcomers
Among the most talked-about highlights was Atelier by Silhouette, whose rimless designs and gold-plated eyewear epitomized restrained luxury. At the other end of the spectrum, French newcomer Pontet Eyewear made its debut with bold creative frames that quickly turned heads.
Materials were another clear talking point. Alongside classics like acetate and titanium, exhibitors showcased frames in carbon, horn, and even wood. Carbon specialists Marcus Marienfeld and ic! berlin displayed ultralight models, while horn creations from Wollenweber and Marcus Marienfeld reminded visitors of the enduring appeal of natural elegance. Rolf continued to impress with their signature wooden eyewear, while oversized models from Coblens, and bold statements by Nirvan Javan, Moscot NYC, and Ross & Brown proved that striking silhouettes remain on trend.
From Swiss craft to performance eyewear
The show also reflected the rising importance of sports eyewear. Brands like Out Of, Bollé, and Evil Eye showcased functional designs for active lifestyles, while Swiss labels such as Didier Voirol, Einstoffen, Feller, Nirvan Javan, and Marcus Marienfeld proudly carried the flag for domestic craftsmanship. This balance between local talent and international innovation gave the event its unique energy.
Partnerships and milestones
Key partners helped shape the event’s success. Nikon, distributed by Reize Optik, once again played its role as main partner, joined by Dynoptic, Beck Optikhandel, and Studio Arenas. A special highlight came from Schweizer Optiker magazine, which marked its 100th anniversary with its own stand and photo booth, creating memorable moments for attendees.
Feedback from exhibitors was overwhelmingly positive. Every participant praised the organization, and half have already confirmed their return for HOF 2026 in Zurich.
Looking ahead: Zurich 2026
With HOF 2025, the Lucerne chapter comes to a close. Since 2022, the Swiss Museum of Transport has offered an inspiring setting, but true to its concept, the event will keep moving forward. The shift to Zurich’s Emil Frey Autocity Nord in Oerlikon promises fresh energy and new possibilities, staying true to the HOF tradition of reinventing itself while remaining a key meeting point for the independent eyewear scene.
For nearly two decades, the Hall of Frames has championed independent optical retailers and eyewear designers, providing a platform where around 50 brands present their latest collections each year. With Zurich on the horizon, the event’s mission to inspire and connect remains as strong as ever.
