Rokid AI glasses reach the UK, with retail availability at Selfridges

Rokid announced the UK retail launch of Rokid Glasses on Oct. 30, with a dedicated, permanent display at Selfridges in London. According to the company's press release, distributed at 9 a.m. GMT with a London dateline, shoppers can try the glasses' AI features at the Selfridges Tech Bar in the Technology Hall, on the Lower Ground Floor next to the cinema, at 400 Oxford Street.

What Rokid announced

The release describes Rokid Glasses as AI-powered smart glasses with an integrated display and camera. It lists real-time translation in 89 languages, high-definition video and photo capture, and visual search. Rokid also claims the "world's smallest Micro-LED engine" and a dual-eye monochrome display. Those are the company's claims, and we have not measured them.

The Selfridges space is "distributor-operated," in the release's words, and Rokid does not name the distributor. The UK launch follows an earlier appearance at Somerset House in London, where Rokid hosted what it calls the first exhibit in Europe guided by Rokid Glasses.

Irene Long, Rokid's senior director of global channels and business innovation, said: "The U.K. is a strategic market for Rokid and an important step in our European expansion."

The only price in the release

The release gives one price: the Rokid AI Glasses Travel Set, which adds clip-on sunglass lenses, an audio concentrator, a charging cable and a travel pouch. It is "officially priced at £699" and will be discounted to £569 for one day only, on Oct. 31. Buyers also get a free Rokid Glasses Charging Case and Rokid Community merchandise. The release does not say whether the Oct. 31 offer applies to purchases at Selfridges.

It gives no price for the display model on its own. Two other pages do, and they don't agree:

Rokid's UK home page also carries a "Pre-Order Finale" banner for Oct. 31 with a "£579 RESERVE YOUR SPOT" button. All three pages were undated when we read them on Oct. 30, so prices may change. The Selfridges listing is a retailer page, and its title misspells the brand as "Glases." It matches the display model on weight (49 g) and its 12 MP camera, but it is not a company statement.

Rokid's UK site also lists accessories: a charging cable at £39, a charging case at £99, a power capsule at £99 and clip-on sunglasses at £39. The home page shows a non-display Rokid Ai Glasses Style Pack at £399 and a Rokid AR Spatial Set at £549.

Online sales and what Rokid hasn't said

The release talks about in-store availability. It does not say that Rokid Glasses can be bought online through Selfridges. A Selfridges product page does exist and offers UK delivery, and it says the item is unavailable for international delivery. That suggests online sales are live, but the company has not confirmed it in the release.

Also missing from the release:

• The name of the distributor running the display
• The opening date and hours of the display
• How many units Rokid has sold in the UK or Europe
• Whether any ChatGPT or Gemini features are available on the glasses in the UK. The release mentions only a "multimodal AI ecosystem."

How this fits the lineup

The UK launch covers the current display model. Our Rokid Glasses guide puts the same model at $699 at B&H Photo in the US, notes that Rokid's international store showed $619 for an edition labeled for the EU, and lists the $399 Rokid AI Glasses Style, which has no display and weighs 38.5 grams.

Rokid's newer products are a separate story. On Oct. 27 the company launched the Rokid Color from 4,999 yuan in China, with shipments expected from April 2027 according to reports, plus the Rokid Glasses 2 from 3,699 yuan and the Rokid Ring from 1,699 yuan. Our Rokid Color report covers them. No source we read says whether any of the three will sell in the UK or in any country outside China, and the UK release doesn't mention them.