Marking the 10th anniversary of the UK’s largest optical show, 100% Optical made a welcome return to London’s ExCeL this week, with record-breaking registrations and 11,725 attendees – a 10% year-on-year increase on its previous record attendance.

The three-day celebration of all things optics featured exciting exhibitor launches; a jam-packed educational programme with more than 100 hours of free CPD content; catwalk shows including Safilo’s Carolina Herrera takeover; the highly-anticipated Love Eyewear Awards ceremony which honoured l.a.Eyeworks with a Lifetime Achievement Award; the 100% Optical & Royal College of Arts annual student eyewear competition; as well as dedicated areas for contact lenses, independent designers and ophthalmology, which made its debut as a co-located show. A special anniversary scavenger hunt saw visitors explore every area of the show as they tracked down clues in a bid to win an array of fantastic prizes.

Marlon Cera-Marle, Director, commented after the show: “Every year we look for new and exciting ways to enhance 100% Optical – both to keep our loyal attendees coming back, as well as to attract new audiences – and this year was no exception. 

“The positive feedback and the fact that 80% of space for 2025 is already pre-booked is testament to the team’s hard work and dedication as well as the trust our exhibitors, partners, sponsors and visitors put in us to deliver the UK’s only large-scale optical event. It’s an honour to witness how everyone comes together to champion this fantastic industry.

“There was such a great atmosphere all weekend, which is reflected in our record-breaking numbers, and everyone truly made it a show to remember. We couldn’t be happier with the results and attendance as we look ahead to the next 10 years.” 


“Year on year there have been positive tweaks and improvements at 100% Optical which is great to see. Sunday was an amazing day for us. I’d say it’s the busiest one I have ever experienced and we’ve been exhibiting here for years. There’s been a buzz in the independent area and I’ve had lots of appointments. One of my colleagues from California actually came over to the UK for 100% Optical this year and their expectations were blown away. They were really impressed and headed home beaming!”

– Jeremy Thomas, UK Sales Manager



“We’ve loved being at 100% Optical again this year and loved the energy our stand has attracted. We’ve been very busy, and our CPD sessions are bursting at the seams with keen


– Sarah Weston, Marketing



“We’ve had a nice flow of visitors, even up until the end of the day at 6pm. We’ve received great support from the show’s organisers themselves. We find being here is imperative to the industry and it’s great for people to meet our team.”

– Lucy Hunt, Marketing Director


Johnson & Johnson

“It’s been really good – we’ve bumped into lots of our customers and clients so it’s been an ideal networking opportunity. Always a great experience to catch up with people face to face. Footfall has been really consistent too – we’ve had a steady flow of traffic throughout our time at the show and we’ll absolutely be back next year.”

– Emma Hodgkinson Account Manager


Next year’s 100% Optical dates have been confirmed for 1st to 3rd March 2025.

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