ROME Italy's Safilo and Amazon said on Wednesday they were launching new Carrera-branded "smart" glasses which employ Alexa technology and will be sold in the U.S. market.

The companies said in a statement that the new glasses would offer the wearer up to six hours of continuous media playback or continuous talk time on a full battery charge.

They said the glasses direct sound to the ears without covering them, while minimizing what others can hear.

"We are very proud to cooperate with Amazon on this innovative project, offering our Italian design and the unique style of Carrera Eyewear," said Angelo Trocchia, CEO of Safilo Group.

(Reporting by Francesca Piscioneri, editing by Gavin Jones and Alexander Smith)