The UK’s largest optical event, 100% Optical, is promising a bumper gathering for its “fabulous fifth anniversary” at London Excel on January 27-29, 2018.

With a brand new 100% Audiology section, 20/20 catwalk, optical academy, future practice hub and a special fifth anniversary party, this is not a year to miss for 100% fans and followers, and the event is on track again to attract over 8,000 UK and international visitors. It offers the chance to see thousands of new products from over 200 global eyewear, equipment and contact lens brands, reinforcing its position as the leading UK event for eyewear in the UK, hosting more eyewear brands than any other UK show.

Amplifon - stand W340
See Amplifon for the first time at 100% Optical to find out how to offer your patients help with hearing. With over 65 years' experience and a network of approximately 3,500 points of sale, 3,500 service centres and 1,700 affiliates in 22 countries, Amplifon is a global hearing health specialist. It’s UK and Ireland network of 134 branches offers tailored hearing care delivered by professionally qualified hearing aid audiologists, regulated by the Health & Care Professions Council (HCPC). Amplifon is looking to grow its network by extending its portfolio of day centres and will be at 100% Optical to start relationships with opticians who would like to offer their customers help with hearing. They are inviting practices with a room that can be used one day a week more or less by one of their audiologists to test hearing and fit hearing aids to talk to them about working together. They say there are 11 million people with hearing loss across the UK. That's around one in six of us. More than 40% of people over 50 years old have hearing loss, rising to 71% of people over the age of 70.



FM Optics – stand W13
With a brand new campaign launched in October, Treboss invites you to “look at the fun side of life” at 100% Optical. Observe the world from different angles and discover awesome new perspectives. Enjoy what you’re doing. Have fun! The Treboss collection is playful without being extravagant and therefore accessible to everyone. The subtle details, the unexpected combinations of colours and the smart design characterise the Treboss frames. Fun to wear, fun to see. Inspired by a passion for fashion and a striving for preciseness, the Treboss collection offers original, urban and fun eyewear designs at good prices. Made of a combination of TR90 and stainless steel, the frames are of the highest quality. They come in a variety of models and colours. Most models are unisex. Each frame is sold with its case and cleaning cloth. Introduced by FM Optics (Fair Marketing) in January 2017, the Treboss collection is today successfully sold in several major markets such as Germany, Italy, the Netherlands, Belgium, Israel, and Canada. FM Optics is looking for new distribution partnerships worldwide, including the UK.



William Morris London – stand E120
William Morris are launching their London Gold Collection. Nine exclusive styles have been carefully crafted to offer a suite of premium acetate styles that go through a special process to become higher in density compared to normal acetate. Acetate fronts are blended with gold metal finishes whilst stainless steel constructed temples make them light weight and extremely durable. To give the frames an exceptionally beautiful and long lasting sheen, they use up to four layers of fine metals and then coat in a natural white palladium metal not often seen used in the eyewear industry. This increases the strength and durability of the stainless steel. Finally, the collection is plated with a gold polished finish of a high quality to avoid discolouration of the hinges, rivets and temples. The Gold collection has been developed to create a collection that offers high end, luxury acetate in retro inspired shapes with modern details, exclusive barrel hole temple tips and all in some of the thinnest and most lightweight acetate seen to date. The collection is affordable and provides a real opportunity to offer premium styles made in high end materials without alienating customers and consumers alike. The high density acetate on show requires no additional glazing technique and can be adjusted in exactly the same way as normal acetate styles. Founder and creator Robert Morris said ‘Our new Gold Collection is a stunning high end set of style that is a personally tailored and based on my influences of retro, modern eyewear.”

Silhouette – stand W120
100% sees Silhouette launch its new elegance collection. Silhouette, the world leader in rimless eyewear, is excited to announce its latest Elegance collection, a luxurious range of 23kt gold plated titanium frames that embodies Silhouette’s passion for detail and excellent craftsmanship. The collection introduces a series of new frames for both men and women, each offering a stunning, contemporary and distinctive design statement.
From the ladies’ collection, the new Crystal and Charming Diva frames combine a softly waved design with a beautifully shined golden surface to achieve a glamourous, elegant look that will add a touch of sparkle to the wearer this festive season and beyond. Inspired by the grandeur of 50s Hollywood, the Crystal Diva frame features a unique crystal applique design: a crystal setting technique whereby Swarovski crystals are applied by hand to create an exquisitely detailed frame.

Orcam - stand W06
OrCam’s artificial vision breakthrough device offers hope and independence at 100% Optical. OrCam Technologies, the developers of OrCam MyEye, the world’s most advanced wearable assistive technology, has launched version 8 of the software that powers OrCam MyEye – thereby increasing the independence-giving functionality of its revolutionary device. The incredibly intuitive OrCam MyEye harnesses the power of artificial vision to enable users to instantly and discreetly read text off of any surface and also to recognise faces, bank notes and products. The OrCam MyEye is a wearable, easy to use device that has been pioneered to communicate vital visual information. It has been meticulously designed with the needs of people who are blind or partially sighted in mind, and can be used by children and adults alike, regardless of the level of visual impairment they have.
Version 8 of the software means that the OrCam MyEye now has: 

• Enhanced facial recognition – the device can now distinguish between men, women and children (the previous software announced everyone as a ‘person’).
• Colour identification – this added feature provides the user with the colour of the items the device is viewing.
• Automatic page detection – OrCam MyEye can now automatically read a printed page without the need to ‘point’ at the page or press a trigger button. The device now reads ‘hands free’ 3 seconds after the text appears in front of the device.


Essilor - stand E340
2017 marked the successful launch of Essilor’s premium frame brand Bolon into the UK market. For 2018 at 100% Optical, Bolon will be showcasing both new sun and optical lines. The 2018 new products will be backed by marketing campaigns starring brand ambassadors, Hollywood actress Anne Hathaway and American model Hailey Baldwin. Essilor Ltd is also helping its independent partners capture market share in the emerging ophthalmic driving lens category with its new Road Pilot lens.

The branded driving lens combines two new technologies for the first time, in coating and design, to enhance confidence, comfort and driving performance, particularly during night-time, lower light and challenging weather conditions.

It is offered exclusively with a new Crizal Drive anti-reflective coating which reduces distracting glare from dashboard, modern headlights, street lights, traffic lights and set surfaces with up to 90% less reflections than a simple hard coat, to maximise clear vision. It is available within unique single vision and Varilux forms, each tailored to deliver exceptional performance through design and coating. It can be enhanced with Transitions XTRActive which adapts to varying light conditions, so opticians can offer the ‘ultimate, 24-7’ driving lens giving clear vision from dawn to dusk to night-time. Commercial director Randeep Gill said: “Driving without decent glare protection is risky and stressful. Statistics show night-time driving is when most accidents happen, is when 17 million UK drivers struggle to see, when 31% of UK motorists refuse to drive and 43% report blurred vision. “This can be recommended for safety, comfort and confidence but also improved driving given impaired vision means slower reaction times behind the wheel. It’s giving the patient something new and filling a real need.” The Crizal Drive coating is exclusive to the Road Pilot range and gives opticians another reason to explain the brand which set the standard for non-glare lenses 25 years ago. The launch offers a reason to dispense Transitions XTRActive, its darkest photochromic lenses which is unique in activating instantly when the driver is exposed to visible light behind the windscreen, to cut sun glare and give comfort in the brightest light. “It is a 24/7 solution for Britain’s 35 million motorists, and a new but big niche market,” said Gill. “The consumer multi-pair proposition is compelling as the Varilux lens is designed to be kept in the car where it is needed, and needed by law in France, Spain and Switzerland.


De Rigo UK - stand W140
De Rigo UK is delighted to announce the complete redesign of its house brand Police. Following a major international study, Police and creative director Enrico Furlan decided to communicate with the rebels in a new voice, inspiring the 2017-2018 “Quiet Rebels” campaign. Alongside the established product lines, Enrico has refreshed the eyewear collections targeted at the fast fashion segment, such as the 'Discovery' line; focusing on more contemporary, distinctive and iconic frames for a younger market. Police has the same importance of 30 years ago - deploying its iconic and uncompromising style to reach markets all over the world - but now it introduces a new way of expression. Today, the brand is aimed at the Modern Alphas; young people who wish to make a mark on the world they live in through their desire to express themselves.

The collaboration between the De Rigo family and the Scheufele family is an example of how two international companies can share the same fundamental values; a constant quest for perfection and excellence. Today, De Rigo Vision and Chopard present immaculate eyewear aimed at a younger target audience; introducing fresh campaign imagery and stunning new Sunglass styles. Further to the new season, Rihanna and Chopard Co-President and Creative Director, Caroline Scheufele, have combine their creativity and passion to develop Haute Joaillerie and Joaillerie collections that blend urban chic with classic glamour; presenting the Ice Cube Campaign. The Ice Cube collection provides edge, graphic eyewear with truly intricate detailing; combining real ceramic with stunning geometric cut and metal lines.

Coti Vision - stand E85
Safarro Eyewear is pleased to share its “Unmistakably Italian” Autumn/Winter 2017 advertising campaign at 100% Optical on the Coti Vision stand. Remaining true to the sophisticated aesthetics of the brand, it has chosen the city Station of Feltre Italy as their shoot location. Feltre is noted as being one of the most picturesque walled towns of Veneto Italy, combining Middle Age buildings with Venetian-style frescoed facades and palaces. This particular station was opened on the 11th of November 1886 and today provides the perfect Italian backdrop to reflect the essence of the Safarro brand. Safarro prides themselves on applying timeless methods to create modern day designs and take retro inspiration to deliver modern shapes in contemporary and refreshing colours. Inspired and created in Rome, they remain true to the sophisticated aesthetics of the brand. Handmade passion remains at the heart of their collection.


Eyespace - stand E230

Opticians are invited to preview a new collection from Eyespace at the show, following their new deal with Land Rover. Leading British eyewear company, Eyespace, have announced a licensing partnership with iconic global motoring manufacturer, Jaguar Land Rover. In line with the multi-award winning frame supplier’s focus on Great British Design, the new partnership will see Eyespace develop, produce and distribute the first ever ranges of sunglass and optical styles for the motoring giant – an Interbrand “World’s Top 100” company – under both the ‘Range Rover’ and ‘Land Rover’ labels. With the internationally-recognised “Above and Beyond” tag-line sitting at the heart of the new collections, Eyespace have focused on bringing together technical innovation and high-style aesthetics to the frames, which will be available to independent opticians nationwide from January 2018. First to the market will be a premium men’s active-leisure collection of 20 Land Rover sunglass models, perfectly placed for style-conscious men looking for the trusted capabilities and ingenious design celebrated by the Land Rover brand. A corresponding Land Rover optical collection will further strengthen the brand’s presence. Sitting in a league of their own, super-luxe Range Rover collections - which will perfectly mirror the cutting-edge quality and technical performance that makes Range Rover first-choice for celebrities and luxury connoisseurs across the world – will follow later in 2018. With a dedicated worldwide fan-base, the aim of Land Rover’s partnership with Eyespace is to expand the brand’s reach within the fashion accessory segment, as Lindsay Weaver, Branded Goods & Licensing Director at Jaguar Land Rover commented: “We are delighted to announce this collaboration with Eyespace. Our shared passion for great British design and technical performance makes Eyespace an obvious choice for us to partner with”. Eyespace Managing Director, Julie Abel, added: “As a proudly British company, passionate about showcasing the incredible innovation that comes out of the UK we are delighted that this new partnership will provide the optical industry with another opportunity to champion world-class design and manufacturing. The new high-performance collections will appeal for their attention to designer-detail, authentic styling and the unparalleled quality that is legendary to the Land Rover name. As our first designer licensed brand, Land Rover Eyewear marks a meaningful and important addition to the Eyespace portfolio as we continue to succeed in our product and distribution expansion objectives” Opticians are now invited to book appointments with their Eyespace Sales Representative to preview the collection.


Shamir - stand L110
Ensure you take part in the ultimate driver’s experience and visit Shamir’s stand on W330 at 100% Optical. It will be bringing its very own Formula 1 simulator and holding a ‘Top Gear’ leader board sequel every day during the event. After a brilliant show in 2016, they wanted to return with something bigger, better and are confident it will be a highlight of the 2017 event. Giving away three prizes each day of the event, the five fastest drivers will be called back at 4pm for the ultimate race off. Strapping themselves into the driver’s seat, each contestant will race in order to win first place and be awarded with a real life track day experience. Second place will take a pair of Julbo Sunglasses whilst third will win VIP tickets to Grand Design. Ensure you bring your racing shoes and we’ll see you at the start line! On its main stand L110, Shamir is hosting live demos of its latest technological sophistication, SPARK Mi™, in order to show how it can transform a business. Until now, measuring a client for a new pair of glasses was an uncomfortable and time consuming process but with SPARK Mi™, acting as a stylish table top mirror, a couple of clicks and the patient’s image is immediately shown on the optician’s screen, along with an accurate PD reading. The Optician can now access all measurements including fitting heights, frame box, DBL, BVD, face form angle and pantoscopic tilt from this quick, easy and comfortable experience.


Lenstec Optical Group - stand L210
Discover the mountain inspired designs of JULBO at 100% Optical. Born in the mountains of the Jura, and a partner of the greatest mountaineers, JULBO takes inspiration from their mountain spirit and the latest sporting trends to offer sunglasses with a unique character blending innovation, technical excellence, tradition and style. EXPLORER 2.0 consolidates its reputation for peak performance. Faster, stronger, higher: high mountaineering is changing, and the same is true for Julbo’s flagship model. More ergonomic, better ventilation, slimmer and more stylish, Explorer 2.0 reaches new summits in performance. With large coverage, removable shields, 360° adjustable temples and high protection lenses, these glacier sunglasses are designed for extreme conditions without any comprise.

SHIELD combines technical excellence, versatility and style. Julbo has produced a stylish frame for cross/mountain bike hoppers to reflect both their spirit of adventure and technical ability. All-terrain and all-protection, Shield will open both your field of vision and your mind to what’s possible: Zebra or Cameleon photochromic REACTIV lenses for perfect vision, and non-slip curved temples with Nose Grip so they stay on your head when things get bumpy! Air Flow ventilation and removable soft-feel side shields guarantee maximum comfort. The sleek rectangular shape ensures style and bold moves go hand-in-hand.

CAMINO is perfect for long-distance trails. Letting your footsteps and eyes lead you, whether it’s walking to Compostela, taking the legendary Stevenson Trail or trekking around Mont Blanc... Long-distance trails offer freedom and slow pleasures, with the focus firmly on discovery and observation. Julbo has invented an essential, light and functional piece of kit for trekkers. With ultra-wide coverage, Camino offers faultless protection so you can go all the way.

CHAM is the iconic re-release – which transforms into a fashionable aviator style thanks to the detachable leather trim. The legends of the mountains were as tough as old leather! New generations are nostalgic for the authentic frame with leather side shields worn by the greatest mountaineers of Chamonix on all the world’s peaks. With this re-release, Julbo offers much more than a pair of sunnies: pure emotion, and the alchemy of shiny metal, soft leather and rivets, backed up by high-performance mirror lenses. Comfort and vision in the mountains, with equally good credentials for town or your travels.

Heidelberg Engineering - stand M210
The SPECTRALIS SPIRIT from Heidelberg Engineering has been shortlisted for a prestigious national award and will be showcased at 100% Optical. SPECTRALIS SPIRIT is one of six finalists in the member choice award Product of the Year in the AOP Awards 2018, which is run by the Association of Optometrists (AOP) and takes place during 100% Optical. The AOP Awards recognise the highest levels of achievement in UK optics, and the Product of the Year accolade celebrates a recent product, launched in the last three years, which demonstrates successful innovation in the optical sector. “SPECTRALIS SPIRIT brings fast OCT operation and intuitive image interpretation to the High Street at a time when we are on the cusp of care in the community becoming the norm”, explains Krysten Williams, Director of Heidelberg Engineering Limited. “Just like its big brother – the world-renowned SPECTRALIS Imaging Platform – the SPECTRALIS SPIRIT uses patented TruTrack eye tracking technology to lock onto the patient’s retina in the same position each time to measure to as little as one micron of change. This high degree of accuracy ensures a low rate of false positives and increases the optometrist’s clinical confidence”, added Krysten. The SPECTRALIS SPIRIT has been designed specifically for optometry practice workflow and links to a number of third party devices including fundus cameras and auto-refractors, providing all the information in one software platform that can be accessed anywhere in the practice. The Product of the Year winner will be chosen by the profession, with AOP members invited to vote via an exclusive email link. Voting closes at 2pm, Tuesday 12 December with results being announced at a black tie dinner at 100% Optical on Sunday 28 January 2018.


Optos - stand M250
Optos would like to invite delegates to visit stand M250, within the Equipment Hub, to gain invaluable CET points and find out more about our patented ultra-widefield optomap® technology and Daytona plus imaging device. 
optomap ultra-widefield retinal imaging has helped redefine a visit to the optometrist by providing the ability to capture up to 82% of the retina and subsequently being a complimentary addition to a comprehensive eye exam. Optometrists are able to illustrate their findings with credible, visually compelling images, easily showing patients the presence or progression of pathologies, creating added impetus for patients to follow through on recommended referrals. While one of the most common applications for optomap may be in the diagnosis and treatment of diabetic retinopathy, optomap is also being used to detect early signs of retinal tears / detachments in the far periphery, AMD, glaucoma and non-eye diseases such as high blood pressure, heart disease and certain cancers. Optos has 500+ peer reviewed clinical studies and thousands of publications about optomap proving the long term value of this technology.


Birmingham Optical - stand M200
Inspiring technology, an extensive product portfolio and a wealth of expertise guaranteed to impress! Birmingham Optical return to 100% Optical for the third year running and can’t wait to meet you there. The team at Birmingham Optical includes optometrists, dispensing optometrists and contact lens optometrists all of whom have worked in a retail environment, they have first-hand experience of enhancing the patient journey and are in a great position to support your business. Visit the stand and talk to the team about your business needs and they’ll be delighted to explore solutions to suit you. NIDEK devices are known for their super easy automated operation, reliability and accurate results. From pre-test and consulting room to laboratory the technology is all intuitive and will enhance your patient and optometrist’s experience. The cutting edge technology from Birmingham Optical is from brands you can trust – Nidek, Oculus, Keeler and Frastema and is developed and manufactured in the UK, Japan, Germany or Italy ensuring the very best quality, reliability and style. The NIDEK OCT offers advanced clinical features in a compact, very easy to use device and is supported by a team of professionals to help you implement it into your patient journey. Manufactured in Italy the range of Refraction Units available can be ordered bespoke to suit your practice in a finish and colour to suit your branding. Visit Birmingham Optical to experience world leading brands, meet a friendly knowledgeable team and get inspired with some special show prices. To book an appointment please email


Braemar Finance - stand M15
Braemar Finance is showcasing its patient funding solution; ‘Fast Track’ at 100% Optical, which enables optical patients to apply for a credit facility to finance selected eyewear, specialist sportswear, contact lenses or multiple frames and lenses. Fast Track is designed both for sole practitioners / small partnerships and larger corporate groups who want to be able to offer a funding option to their patients. It is available online and consumers can either request funds whilst on the business premises or at home at a time that suits them. End-users will then be provided with an instant decision to their application. You can register for Fast Track by providing Braemar Finance with the relevant information about your business. You will then be offered choices from the interest free and interest bearing options with terms that best suits your business and your patients. Please note that all finance approval is subject to status. Furthermore, the dedicated Braemar Finance team will provide introduction and training sessions to identify ways the Fast Track solution can best enhance your business objectives. Aileen Boyle managing director at Braemar Finance said: “At Braemar Finance we take time to listen and understand our clients. That’s why we created Fast Track, which offers a funding solution to help SMEs and their own patients. “We fully believe this product will give businesses the much needed support they require, in order for them to realise their business potential.”


Imedos - stand M02
Visit experts in retinal microcirculation, Imedos Systems, at 100% Optical.
The microcirculation of the retina is an excellent window to the heart and the brain. Retinal vessels offer the unique opportunity to be examined in vivo and non-invasively and to provide valuable information about the condition of the body’s microcirculation. Imedos is using these characteristics of the ocular transparency to analyze retinal arteries and veins – and is now presenting its technology for the very first time at 100% Optical! The Static Vessel Analysis clarifies the status of the microcirculation by using a very well validated method of measuring the AV-ratio, which serves as an important biomarker in screening, for instance, for the risk of hypertension and stroke. The Dynamic Vessel Analysis performs functional diagnostics in order to assess the retinal autoregulation, playing an important role in vascular eye diseases like diabetic retinopathy. Ophthalmodynamometry provides the special opportunity of measuring ocular blood pressure, which holds a particular meaning in the vascular aspects of glaucoma. Large-scale cohort studies could prove the relevance and clinical use of the biomarkers gained from Retinal Vessel Analysis. We are convinced of the immense prospects for optimizing optometric screening and therapy guidance in chronic ocular and vascular diseases. There are extensive applications waiting for ambitious optometrists with perspicacity! Learn more about the possibilities of Imedos products and your benefits in optometric and cardiovascular risk stratification.


OptiCommerce - stand B210
Learn how to harness the power of digital with OptiCommerce at 100% Optical. Let the digital experts at OptiCommerce develop your online presence to ensure that new, high quality customers don’t miss you in the cluttered digital space. At OptiCommerce, they believe opticians should be online and need to be involved in digital marketing. As the fight for business moves to include not just the high street but also the virtual world, it can be difficult for business owners to quickly gain the necessary expertise to confidently make the changes they need to be successful online as well as offline. OptiCommerce have a team of highly skilled experts that cater to every aspect of the digital space. Whether you are looking for a copywriter with optical knowledge, a graphic designer who knows how to make your brand unique, an SEO expert who knows how to get you to the top of the first Google page or a web designer who knows how to make your website customer friendly and web responsive, as the leading web and digital marketing provider to opticians in the UK, they’ve got just the right people.



Mewscraf - stand B147
2018 sees Mewscraft once again returning to 100% Optical, showcasing its impressive portfolio of display products and optical practice refurbishments. Varying from a boutique style right through to the cutting edge, there are products and designs to suit any style. Mewscraft’s team of four designers will be on hand throughout the show to talk to you about all things refurbishment. From a small individual spectacle display right through to full refits and everything in between. With over twenty five years in the optical display and refurbishment industry, Mewscraft covers all aspects of refurbishing a practice. From one off displays right through to the full works including lighting, electrics, flooring etc. Be sure to pop by the stand to see a small selection of displays in the flesh and talk through what Mewscraft can offer you.


Focus clinic - stand B123
Focus Clinics, a world-leading independent refractive surgery, is attending 100% Optical 2018 for the first time at stand B123. You are invited to the stand to meet the team and demonstrate your surgical skills. A new initiative from Focus Clinics is being launched, training optometrists to co-manage Refractive surgery patients. This will enable patients to be seen in your practice for their pre-operative consultation and aftercare appointments. The clinical optometrists at the clinic will provide a half-day training session, which is CET accredited for attending optometrists. After the training session, optometrists will leave confident to handle questions from patients about refractive surgery. Also safe in the knowledge that experienced professional staff at Focus Clinic are available for support. Some benefits of seeing refractive surgery patients in the clinic are:

- A more varied working day with interesting appointments
- Can provide a new revenue stream for the practice
- Build a new patient base for the practice (if refractive patients attend your practice, their families are also likely to follow)
- The practice is involved in their patients’ eyecare, through their surgery, and into the future.

Focus Clinics is the first choice for many patients across the country, and even internationally; these are some of the reasons why:

- Clinic of choice for many celebrities
- The most trusted clinic with an exceptional 9.9 Trust Pilot Rating from treated patients
- 100% of short-sighted patients, with the most common prescriptions achieve 20/20 vision or better
- Lifetime care guarantee
- Independent Clinic, owned by the surgeon so reputation and patient satisfaction is paramount
- No pressure on patients to undergo surgery, just honest advice from the professional team in a relaxed environment
- Patient numbers seen in a clinic day is limited so every patient has the best quality care