Patrick Dempsey Joins TAG Heuer Eyewear
A Bold New Chapter in a Legendary Partnership
When an ambassador lives the brand, every image, every moment resonates with authenticity. And Patrick Dempsey has done exactly that since joining TAG Heuer in 2014.
Now, a decade later, the celebrated actor, racing driver, and creative force enters a new role—as the official face of TAG Heuer Eyewear.
From the track at Le Mans to the red carpet, Dempsey embodies the brand’s motto: “Designed to Win.” His presence has always gone far beyond sponsorships. Whether it’s representing TAG Heuer at the Monaco Grand Prix, launching boutiques, or racing under the brand’s banner, Dempsey has become a living extension of the TAG Heuer ethos—elegance in motion, performance without compromise, and a clear vision rooted in heritage.
A Visual Homage to Motorsport History
The 2025 Eyewear campaign opens with a cinematic nod to TAG Heuer’s motorsport legacy. In a striking visual, Patrick Dempsey mirrors a legendary photo of Jack Heuer—the man who first steered the brand into Formula 1® partnerships in 1971. Wearing two signature models, the Jack Heuer and Mini Vingt-Sept frames, Dempsey creates a powerful bridge between vintage cool and modern innovation.
The timing couldn’t be more poetic. In Ferrari (2024), Dempsey portrayed racing legend Piero Taruffi, whose career intersected with the era when Jack Heuer revolutionized timekeeping in motorsport. This artistic parallel reinforces the campaign’s deeper story: a brand that never stops moving forward.
Co-developed with Thélios, the eyewear excellence division of LVMH, TAG Heuer’s 2025 Eyewear Collection introduces three high-performance lines, each crafted with purpose:
The Shield Pro Line:
The Shield Pro Line brings TAG Heuer’s boldest spirit to life with a futuristic, performance-driven design made for high-speed environments. Made from flexible bio-nylon, these ultra-light, durable sport masks feature interchangeable lenses and subtle TAG Heuer emblems—ideal for athletes, riders, and those thriving in extreme conditions with clarity and control.
The Jack Heuer Line:
Inspired by the visionary behind TAG Heuer’s 1971 Formula 1® partnership, the Jack Heuer Line honors a legacy of innovation in motorsport. With 1960s-inspired pilot frames in ultra-light Japanese titanium, Chromafade lenses, and refined detailing, the line blends vintage elegance with modern precision—a nod to Jack Heuer’s lasting impact on design and performance.
The Mini Vingt-Sept Line:
A refined evolution of TAG Heuer’s technical eyewear, the Mini Vingt-Sept line features a sleek elliptical hinge and bio-nylon temples, nodding to performance and precision. Inspired by motorsport engineering, the design revisits the iconic 27° hinge with a bold, modern edge. Finished with polarized SPECTA lenses for enhanced clarity, this line is built for speed, detail, and movement.
Each piece combines sleek materials, racing DNA, and wearable innovation, making the collection as suited for high-speed pursuits as it is for daily performance.
With Patrick Dempsey as the face of the collection, TAG Heuer Eyewear enters a new era—one that honors its racing legacy while pushing the boundaries of performance design. More than a celebrity endorsement, this campaign captures the shared values of precision, style, and speed that define both Dempsey and the brand. It’s a bold step forward in the evolution of technical luxury eyewear.
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 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.
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.
TAG Heuer x Thélios // A Visionary Launch Lights Up Milan
In a bold celebration of innovation, TAG Heuer and Thélios took over Milan with an immersive launch event for their new Eyewear Collection. Hosted in a striking skyscraper, the evening showcased the fusion of Swiss performance, advanced materials, and design storytelling.
