TAG Heuer Eyewear Collection
TAG Heuer and Thélios Unveil a Vision of the Future in Milan
At the apex of LVMH Watch Week 2024, TAG Heuer and Thélios took their eyewear collaboration to dazzling new heights. After a debut in Miami, the duo brought their cutting-edge collection to Milan, transforming one of the city’s iconic skyscrapers into a tribute to performance, innovation, and design. More than a launch, it was a multisensory experience that embodied the TAG Heuer spirit.
Inside the building’s architectural marvel, the event paid homage to the fusion of Swiss precision and avant-garde craftsmanship. Sleek metallic tables displayed the innovative raw materials behind the collection, guiding attendees through an immersive exhibition that mirrored a museum, one that celebrated not the past, but the future. Shapes, textures, and technology took center stage, reflecting a new era in performance eyewear.
A Museum of Movement and Sound
As the scenography brought the technical brilliance of the eyewear to life, the atmosphere ignited. Italian artist and Eurovision icon Mahmood delivered an intimate live performance, followed by DJ Addal, who transformed the venue into a vibrant soundscape. Under the brand’s rallying cry—“It All Starts with a Vision”—the event radiated creative energy, aligning perfectly with the high-octane spirit of the collection.
More Than Eyewear, A Legacy in the Making
Speaking on the momentous occasion, the CEO of TAG Heuer, emphasized the brand’s drive to challenge the norm:
“This collaboration with Thélios is a testimony to our commitment at pushing boundaries, not just in the world of horology but now in eyewear. The TAG Heuer Eyewear Collection is once again a tribute to our avant-garde spirit. It’s about capturing the essence of a vision, in design but also in performance and comfort. We could not be prouder of the products that we are presenting today to our most important partners and we will continue to amaze”
His sentiments were echoed by Alessandro Zanardo, CEO of Thélios, who described the collection as “a true expression of personal style” that goes far beyond mere function. From surf legend Kai Lenny to tennis star Félix Auger-Aliassime and cycling phenom Cory Williams, the campaign’s ambassadors embody the performance-led luxury that the collection champions.
Creative Director Renato Montagner summed it up best:
“Design is about storytelling, and the TAG Heuer Eyewear Collection tells a compelling story while delivering a strong message of high-end innovation. It is truly incredible to hear the positive feedbacks on such an enriching project.”
The night unfolded as a symphony of avant-garde, innovation, and celebration, leaving an indelible mark on Milan as TAG Heuer and Thélios set a new standard for eyewear excellence.
About TAG Heuer Eyewear
TAG Heuer Eyewear is a Swiss luxury sport eyewear brand that fuses precision engineering with tech-forward sport-luxury design, embodying the same pioneering spirit as its legendary timepieces. Relaunched in collaboration with Thélios, the eyewear division of LVMH, TAG Heuer Eyewear redefines high-performance eyewear with a bold new vision built on innovation, speed, and modern sophistication.
What sets this brand apart is its use of cutting-edge materials, athletic-inspired construction, and smooth aerodynamic forms.
The new collection features sleek wraparound shields, lightweight performance frames, and reinforced cable temples—all engineered for those with active lifestyles who expect both durability and elevated design.
The collection speaks to athletes, visionaries, and urban pioneers—individuals who demand more from their frames. With its unique blend of luxury sport eyewear and forward-thinking technology, the brand continues to push boundaries, offering high-performance designer sunglasses that look as sharp as they perform.
Read more about this brand on TEF Magazine or visit their website.
More on TAG Heuer Eyewear
TAG Heuer // Precision Meets Racing Elegance
TAG Heuer racing-inspired eyewear enters a new chapter with two collections shaped by motorsport history. The TAG Heuer Eyewear Jack Heuer looks to the precision of race timing, while the TAG Heuer Golden Age sunglasses bring Formula 1’s most elegant decades into a contemporary frame language.
TAG Heuer Eyewear // Interview Art Director Renato Montagner
At SILMO Paris 2025, TEF Magazine sat down with Renato Montagner, Art Director of TAG Heuer Eyewear, to discuss the evolution of performance design. From Jack Heuer’s racing legacy to Patrick Dempsey’s modern collaboration, the conversation revealed how endurance, innovation, and athlete-driven development continue to define the DNA of TAG Heuer Eyewear. A must-read for those passionate about precision and speed in eyewear design.
SILMO d’Or 2025 // Official Nominees Revealed
The stage is set for the SILMO d’Or 2025, as the official nominees are announced across 12 categories, from children’s eyewear to smart glasses. A celebration of creativity, craftsmanship, and innovation, the winners will be revealed on September 27 at Pavillon Gabriel during SILMO Paris 2025.
TAG Heuer x Patrick Dempsey // A Timeless Union of Speed and Style
Patrick Dempsey joins TAG Heuer Eyewear as its official ambassador, marking a new chapter in their decade-long relationship. The 2025 campaign channels racing heritage and cutting-edge design into a collection shaped by performance and storytelling.
EDW 2025 // Top10 Must-See Brands
From March 13 to 15, New York City transforms into the ultimate optical arena as Eyewear Design Week brings together a re-imagined show experience across multiple showrooms. With events like LOFT, EYEcons, and Thelios, this citywide gathering offers unparalleled opportunities for optical retailers to explore the finest independent eyewear. To help you navigate the scene, we’ve curated a Top 10 Shortlist of must-see brands, ensuring you uncover the most exciting and innovative eyewear collections. Let us guide you to the hidden gems that will define the future of eyewear.
