Rodenstock returns to Mido with important previews and new products

The historical German brand celebrates its return to Mido with two stands and eagerly-awaited new products

The first important preview is of the new photochromic lenses. In the Sunny Days campaign to be launched in the spring, the company will present a new concept in smart sunglasses that combine functionality and elegance. In addition to the ColorMatic IQ® (Brown, Grey, Green) family of traditional photochromic lenses, the other Mido 2014 preview will include the new ColorMatic IQ® Sun portfolio with the Contrast range (enlarged with the addition of Contrast Brown), perfect for outdoor sports and driving, and the Fashion range (Brown, Grey and Green), with fashion colors and the comfort of a lens suitable for different light conditions.


Presented to an international audience during Opti Munich, the Claudia Schiffer by Rodenstock collection will be a protagonist also in Milan. The collection is inspired by Sixties and Seventies colors and trends and is perfectly in line with the style of the German top model, her passion for vintage and special attention to nature.


Eight sun and nine vision models, each in four different colors, breathe new life into shapes and lines with retro charm thanks to their modern colors: from the most attractive transparent pink and green to a tortoiseshell pattern, from black to burgundy.


Another new product that is sure to fascinate Mido audiences is Rocco by Rodenstock, the legendary eyewear that was launched in the Sixties and returns this year with an entire collection. It will be accompanied by "Where is Rocco?", a successful international campaign in the main social media. Vintage design and ultramodern materials will be back in grand style to captivate trendsetters and fashion addicts, worldwide.


Also present without fail are the licensed brands like Porsche Design, with the latest proposal for a year dedicated to the ICONIC collection, or the restyling of the Mercedes-Benz Style collection, and the historical Dunhill brand.


An unmissable appointment where, once again, Rodenstock is confirmed as the qualified and competent partner of eye care professionals that is always one step ahead.