The present invention relates to a process for increasing the abrasion resistance of a pre-determinable part of the surface of an annealed glass container comprising the following operative phases: a) applying a liquid composition comprising an organo-titanate compound on a pre-determinable part of the annealed glass container surface by spraying at room temperature; b) selectively heat-treating the surface on which the liquid composition of step a) has been applied at a temperature between the glass annealing temperature and glass softening temperature, said selective heat treatment resulting in the formation of a titanium oxide coating layer on said surface.