By Leonard Finkel
REKS eyewear introduced a new line of prescription lenses through a partnership with Revolution Golf, golf’s largest direct-to-consumer digital platform. The campaign will be supported through commercial spots on Golf Channel.
REKS burst on the eyewear scene two years ago at reks.com with comfortable, fashionable and unbreakable frames paired with a polycarbonate polarized lenses with anti-reflective coating for an incomparable price of $50.
“We paid close attention to customer feedback over the past two years and the most frequent request we received was whether we could provide prescription lenses in our unbreakable frames,” stated George Granoff. “Our team has met this challenge and can now offer prescription lenses featuring the industry’s best technology at excellent prices, true to REKS tradition of packing a punch with style, comfort, quality and value.”
REKS prescription lenses will be manufactured with the latest freeform digital technology producing a high definition lens with greater field of vision and improved clarity over traditional lens manufacturing techniques. Digital generators place the complete design and Rx, including the “add” power on the back of the lens, closer to the eye. “This type of digital pinpoint manufacturing cuts the lenses in hundredths of a diopter and not the usual 10th of a diopter, thus creating a lens that is 10-times more precise than the traditional manufacturing process,” added Granoff.
In addition to polycarbonate lenses, REKS offers Trivex lenses, originally developed for use by the military for helicopter windshields and fighter jet canopies. In 2002, PPG Industries tailored the chemistry of the material specifically for use in optical lenses, making Trivex one of the most lightweight, impact-resistant eyeglass lens materials available.
Because of the way Trivex is manufactured, it has less chromatic distortion than a polycarbonate lens, resulting in a sharper visual experience. “A high definition Trivex prescription lens is what many eye care professionals consider to be the best combination of safety, comfort, appearance and optical performance,” said Granoff. “We are truly excited to offer this leading lens technology to our unbreakable frames to create a line of industry-leading eyewear for consumers who are looking for stylish and functional glasses at an affordable price.”
Anti-reflective coating makes such a difference in lens appearance and performance, REKS will not deliver a lens without it, so AR is included at no additional charge. This microscopic coating eliminates light reflecting from the front and back surfaces of the lenses, giving the lenses a crystal-clear appearance. Additionally, all tints and gradient tints are offered at no additional charge.
REKS provides a 30- day no-questions-asked money back guarantee in addition to a 1-year warranty against scratches.
Leonard Finkel is the author of The Secrets to the Game of Golf & Life and former editor in chief of Golf Journeys Magazine. His work has been featured in almost 200 publications including Golf Magazine, Golf Digest, The Wall Street Journal, USA Today, Golf Illustrated, Golf Tips and Player Magazine. He has written more than a dozen cover stories for Golf Today Magazine. He has written extensively about golf and travel and has added poker to his writing repertoire. Finkel also works as a marketing and public relations consultant. His specialty niche is writing advertorial copy. Prior to his career in golf, Finkel owned a chain of retail stores and a consulting and import company based in Asia. He attended the University of Utah.