React’s No 7 sunglasses – so stylish, even James Bond approves
4/8/2026
Translation: Elicia Payne
Pictures: Patrick Bardelli
Swiss sports eyewear manufacturer React is breaking new ground by launching its first lifestyle model, the No 7. To mark the launch of its new glasses, the Wattwil-based company is surprising customers with a humorous advertising campaign.
Remember when James Bond drove his legendary Aston Martin DB5 along the Furka Pass road, chasing Tilly Masterson in a Ford Mustang? The scene from Goldfinger made movie history and is just as legendary as 007’s car.
It’s precisely this scene that inspired the current advertising campaign for the Swiss sports eyewear manufacturer React. With the No 7 model, the Wattwil-based company is breaking new ground, as these are purely lifestyle glasses. And since it’s the brand’s seventh model overall, the choice in name reflects that. Plus, the connection between No 7 and 007 is a simple one. And since the glasses are manufactured in Switzerland, it made sense to reshoot a slightly adapted version of the iconic Goldfinger car chase through the Swiss mountains.
Sport meets fashion
It’s not a new trend, but it’s still very on-brand: many sporting goods manufacturers are striving to make their products (more) suitable for everyday use. This is becoming increasingly evident, especially in sportswear. Here are two good examples:
React now uses its proven ShadeTronic technology, which transitions from light to dark and back in 0.1 seconds, and elegantly integrates it into sunglasses designed for everyday use. Something that immediately sticks out about the No 7 is that the distinctive small photodiodes found on the sport models appear to have gone.
Of course they’ve not actually disappeared. Without them, the technology – which involves rapid dimming and brightening – wouldn’t work. Instead, these tiny power sources have been cleverly concealed within the frame.
Stylish without compromising on technology
The No 7 is a lifestyle eyewear line that makes no compromises when it comes to technological functionality. It covers protection levels two through four, and the polarised lenses with UV 400 protection feature hydrophobic, antistatic and anti-reflective coatings.
The commercial for the new React glasses isn’t just tongue-in-cheek. In fact, it gets right to the heart of the product’s unique selling point without the need to say a lot. According to the manufacturer, the glasses help improve reaction time while driving. This, in turn, is supposed to reduce the braking distance by up to 16 metres at a speed of 80 km/h.
For people who wear glasses, there’s an additional adapter that seamlessly integrates your eyewear into the No 7 frame in just a few simple steps.
My thoughts
If you just want to avoid being blinded by the sun, you don’t need these sunglasses – and you could invest the francs you save in an air conditioning unit instead. Or escape the heat for a short while by heading to cooler climates.
Anyone who values a high-quality product that’s «made in Switzerland», appreciates classic design combined with cutting-edge technology, and has the necessary funds will find the No 7 from React to be a small status symbol. The glasses aren’t quite as expensive as an Aston Martin DB5, after all.
Header image: Patrick Bardelli
Patrick Bardelli
Senior Editor
Patrick.Bardelli@digitecgalaxus.chFrom radio journalist to product tester and storyteller, jogger to gravel bike novice and fitness enthusiast with barbells and dumbbells. I'm excited to see where the journey'll take me next.
Opinion
This is a subjective opinion of the editorial team. It doesn't necessarily reflect the position of the company.
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