Corning has announced plans to introduce the next generation of its high durability glass for mobile devices and other products at the Consumer Electronics Show next week. Dubbed Gorilla Glass 3, the new gadget glass has been improved at the molecular level, incorporating a proprietary feature called Native Damage Resistance (NDR) to reduce the propagation of flaws and the appearance of scratches.

The company says the result is a three-fold improvement in scratch resistance, 40 percent reduction in the number of visible scratches and 50 percent boost in retained strength after the glass becomes flawed.

No new products will feature Gorilla Glass 3 at the CES 2013 in Las Vegas, but Corning has begun sampling Gorilla Glass 3 with device manufacturers and expects them to announce new products featuring the tougher surface in the next couple of months. The company will nonetheless demonstrate “the toughness of Gorilla Glass 3” at the show, and also showcase the use of Gorilla Glass in larger format, multi-touch displays.

Late last year Corning announced sales of more than 1 billion Gorilla Glass devices on more than 975 different device models--including smartphones, tablets, notebooks, and TVs. Although the technology has been its shot to fame in the tech world, the company is also competing in a few other markets, and has plans to launch optical cables with Thunderbolt connectivity next week.