Launching at Mido 2024

Award Announced at Mido 2025

Celebrating Legacy



Longtime eyewear executive Harvey Ross, the organizers of MIDO, the Cereda family and HMR Holdings are thrilled to announce the launch of the Sergio Cereda Eyewear Design Award, a tribute to one of the most influential designers in the optical industry.

Sergio Cereda’s remarkable journey, which began in the early 1960s, has left an indelible mark on the world of eyewear. The $10,000.00 Design Award, which will be formally announced at MIDO 2024 on February 3rd, 2024, has been created in his honor to recognize distinctive and emerging talent in the global eyewear field. Deadline for submissions is October 1st, 2024 with the winner of the inaugural Sergio Cereda Design Award to be announced at MIDO 2025.



Harvey Ross, CEO of the Optyx Retail Group in New York and founder of HMR Holdings, in collaboration with Mido, created this award to celebrate the legacy of Sergio Cereda. The Sergio Cereda Eyewear Design Award, presented by The Ross Family Viva Foundation Corp and powered by MIDO is more than a competition; it’s an opportunity to shape the future of eyewear design.

Let your creativity shine, honor Mr. Cereda’s contributions, and be a part of the next chapter in optical innovation. Together, let’s ensure that Sergio Cereda’s legacy lives on in the hearts and designs of future eyewear creators.

About Sergio Cereda

Mr. Cereda’s career unfolded at Samco, a division in the injection department of Mazzuchelli S.P.A. in the 1960s. His creative prowess continued to flourish in the 1970’s at Ratti in Torino, Italy, where he became one of the first designers of Persol. His portfolio expanded globally, contributing his talents to renowned collections for brands like Roy Tower, Krizia, Cerutti 1881 Roberta di Camerino.. In the 1980’s , he reached new heights with his work for Luxottica on the first Giorgio Armani collection in 1988 and the initial Chanel collection in 1985.

A pivotal moment came when Harvey Ross, founder of Viva International Group, met Sergio Cereda and their collaboration led to an extensive new brand portfolio, with Sergio Cereda becoming the director of design for Viva International Group. The partnership touched premium fashions and brands, including collaborations on such eyewear collections as Guess, Tommy Hilfiger, Beau Monde, Harley Davidson, Benetton, Catherine Deneuve, and many more.Viva’s Ross feels the reason for Viva’s success as the first American company be able to expand its distribution throughout the world, was due in large part to the talents of Cereda.

Cereda Family says:

“When Harvey’s vision for this design award was presented to Sergio, his own words were “I love the idea” As a family, we fully support and highly encourage young designers to develop a passion for eyewear design, a rewarding and exciting profession.”

Submission Information

Theme and Criteria:

The central theme of the award revolves around “Eyeglasses in Their Pure Form: Balance Between Proportion and Harmony, Innovation and Disruption.” We invite participants to delve deep into this theme, creating designs that showcase a profound understanding of styles and models, balancing innovation with disruption. These participants are encouraged to use their creativity with the theme.


Submission Requirements:

Entrants must be 25 years or younger, and currently enrolled in design school in Italy. Entry is free. Entrants must submit at least 6 hand sketches, graphics, renderings, physical models, and prototypes (3-D printed or handmade). Entrants are also encouraged to include any creative content and inspirations to to amplify the project’s essence. If submitting a 3-D printed prototype, please take screenshots and upload in the submission link below. Any questions, please email:

International Jury

The Jury

An esteemed jury will meticulously evaluate each entry based on the theme and entry criteria. The international jury will include Harvey Ross, founder of Viva International Group and CEO of New York-based Optyx and HMR Holdings, along with MIDO President Giovani Vitaloni, Stefania Cereda-Oppermann and Caterina Cereda as well as Bruno Palmegiani.

Submission Details

Timeline and Submission Form:

Criteria, theme, details for design submissions are posted here below.

A one to two page essay will also be required to be submitted by each applicant, explaining the significance of their project, and their thoughts about the significant role of eyewear designers in the optical industry and why Sergio Cereda’s legacy should endure. Submission deadline will be October 1, 2024.

All submissions would be made through the application below.

Winner Announced at 2025 MIDO

Sergio Cereda Award Application