Snap's Spectacles are now available for purchase in the United Kingdom and a number of other European countries including Germany, Ireland, Italy, Spain, and the Netherlands. The Snapchat-enabled glasses were so far offered exclusively in the United States, priced at $129.99. Their price tags on the Old Continent are somewhat higher, with Spectacles going for £129.99 ($167) in the United Kingdom and €149.99 ($168) in other European countries. The first piece of hardware manufactured by the Venice, Los Angeles-based social media giant will be distributed to European consumers through Snapbots, physical vending machines that will spontaneously pop up around the continent, likely only in major cities. This distribution strategy was already employed in the U.S. to some success, with the artificial scarcity of Spectacles helping drive the demand for Snap's wearable.
Apart from Snapbots, European consumers will also be able to obtain Spectacles through online orders that are available by following the source link beneath this writing. The device is sold in Black, Teal, and Coral variants and ships within three to five business days in the UK, the company said. In addition to the aforementioned countries, Spectacles have also debuted in France, Norway, Sweden, Finland, Denmark, Belgium, Switzerland, and Austria. The ephemeral vending machines have already been confirmed as coming to London, Barcelona, Venice, Berlin, and Paris, though it remains to be seen whether they will eventually make their way to more metropolitan areas across Europe.
The 2016 launch of Spectacles marked the beginning of Snap's new business strategy centered around its rebranding into "a camera company" that took place in the run-up to its initial public offering (IPO) at the New York Stock Exchange. Even though the Californian firm initially made a name for itself with Snapchat, it's now looking to create an entire ecosystem centered around its popular social media platform, with the company previously stating that it's not only interested in attracting more creative users, but also creative advertisers that are willing to completely embrace its content formats. While many industry analysts and investors remain skeptical about the company's ability to realize its hardware ambitions, an update on its efforts to do so should follow later this year.