While Google might have captured more than a few headlines earlier this month with the first images of its Project Glass pair of augmented reality specs, sunglasses maker Oakley has apparently been working on something similar for over a decade and a half.
Though Google's pair of glasses was perhaps aimed more at the consumer sector, offering location based information and contacts in a heads up display, Oakley's alternative is said to be designed to offer improved performance to athletes.
Perhaps firing a warning shot over Google's bow, Oakley's CEO Colin Baden, has been out in front discussing the many hundreds of patents that the sunglasses firm has registered over the past 15 years - 600 in total. He also said: "As an organization, we've been chasing this beast since 1997. Ultimately, everything happens through your eyes, and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform."
While there seems to be a somewhat professional targeting for the Oakley augmented glasses, Baden said that in the future it'll be available to multiple markets as well as offering bluetooth connections to smartphones.
"Obviously, you can think of many applications in the competitive field of sports," he said. "That's the halo point of where we would begin, but certainly you can transcend that into a variety of other applications.
"There's a lot of interesting optical issues that come up when you're trying to create a positive experience when interacting with these devices so the technology barrier to success is significant."