Sendoptics.com have reduced all their Ray-ban designer sunglasses by 10%.

That’s right, the whole range of Ray-ban glasses, including the brush metal sunglasses and the silver aviator sun glasses

We’ve had HD TV, now designer eyewear specialists Tag Heuer have upped the ante: HD lenses for your eyes.

That’s right, you didn’t mishear us. Tag Heuer’s spanky new “Intensive” High Definition sunglass lens technology has been designed with high performance athleticism in mind. Well, we wouldn’t expect any less…

The icing on the cake is the super impressive photochromatic darkening lenses which incorporate a “silver flash” gradient technology to produce reflectivity on non-mirrored lenses as they darken. Specsavers Reactions, eat your heart out, we say.

As snazzy as the silver flash technology sounds, it’s not just for boy racers to look supercool in; how it works is the mirroring effect that develops on the vermillion coloured lenses reduces the amount of harsh light reaching the eye.

While prices for this technology soar across the US, there’s an equally impressive and not so expensive range of Tag Heuer eyewear available at sendoptics.com.

Our pick of the bunch are these sleek Tag Heuer Chocolate High Mountain shades. Go on… you know you want to!

Think about it, there’s probably only so many ways to advertise sunglasses in a refreshing and innovative way.

Specsavers recently aired a F.A.B Thunderbirds styled advert to demonstrate how their Reactions lenses could get you out of a tight spot…apparently.

Well, kudos to them for thinking outside the box; however, at the designer end of the sunglasses spectrum Police have usurped Specsavers’ telly majestry with an advert that takes the pi**. Literally.

The advert’s whole premise gravitates around the idea that people are “Younique” and demonstrates this by a man coincidentally wearing Police sunglasses that give him the power to pee for miles around.

Watch the video here, or log on to police-beyounique.com - leave a pic of yourself and a reason why you’re Younique to be in with a chance to win a place starring within the Be Younique 2010 campaign images, taking place in the Autumn.

We’d be interested in how you’d go about an innovative promotion for Send Optics’ highly exclusive Jimmy Choo sunglasses range. Leave a comment with your thoughts!

Wearing heart shaped sunglasses has always had an element of cine-chic coolness about it ever since Stanley Kubrick shot the eponymous Lolita in the 1962 cult classic.

Probably one of the most iconic pieces of costume in cinematic history, the heart shaped sunglasses evoke images of carefree adolescence combined with a knowing sexuality. This season, the glamour of the movie hit the British mainstream and heartshaped sunglasses are everywhere thanks to highstreet imitations from Topshop and their ilk.

Celebrities across the West have been spotted in their hordes; from Paris Hilton to Katie Price, Kelly Osbourne, Avril Lavigne, Katy Perry, Nicole Richie to name a few - all wearing designer versions of these iconic glasses.

As cute as these Cupid glasses are, we reckon they’ll be old hat in no time and a wiser investment to remain on trend for several seasons would be these super sleek Prada Havanas with a slightly muted frame but bold and dramatic features.

We likee…

Those of you fortunate enough to get a ticket to Glastonbury last weekend,  might have spotted an unusally high proportion of Ray Ban specs on stage. A firm favourite with rock’n'rollers since the fifties, Ray-Ban continue to court the hip and the cool. Check out some of the bands wearing their iconic shades and see if you can spot the Wayfarers from the Aviators.