Mr Edmond blamed high prices on a lack of competition which made buying prescription glasses a purchase made begrudgingly.
The market was driven by suppliers and fragmented, with no real engagement between eyecare professionals and the public.
“The way things were set up meant you got very high-priced frames and lenses that had come from international manufacturers who sold them to importers who then sold them to retailers who added their margins before selling them to consumers.
“In the end, New Zealanders were paying far too much for their eyewear.”
Hamilton optometrist Adrian Paterson, who has been in the industry for 35 years, conceded that Specsavers – the world’s third-largest optical group – had a slick marketing scheme.
But he was sceptical about claims that Specsavers was “changing the face of optometry” or that its prices at the higher end were any better.
“Really what they are doing is changing the face of marketing the price of spectacles.
“We know when they supply the same quality to the same technical level their pricing is very similar to ours.”
But Mr Paterson said Specsavers’ presence in the market could only benefit the eyewear and eyecaremarket.
“The good thing about it is it is growing the market and is bringing people in who have gone to the chemist or The Warehouse to get the $2 stuff.
“Those glasses don’t hurt their eyes but people don’t get a proper eye examination, so if we can bring those people in it has to be a good thing.”