Interview Renato Montagner TAG Heuer Eyewear
At SILMO Paris 2025, we had the pleasure of a #TEFtalk with Renato Montagner, Art Director at TAG Heuer Eyewear, to explore how the brand’s rich legacy continues to evolve through modern performance design.
Montagner shared how TAG Heuer Eyewear stays true to its roots while looking firmly toward the future, a future defined by precision, innovation, and athlete-driven development.
Interview Renato Montagner TAG Heuer Eyewear
From Formula 1 to Eyewear: Jack Heuer’s Legacy
The story of TAG Heuer Eyewear begins decades ago with Jack Heuer, great-grandson of the brand’s founder. In the 1960s and ’70s, Jack redefined the company’s DNA by bringing Formula 1 racing into its heart. His close collaborations with racing icons such as Jo Siffert, Niki Lauda, and Ayrton Senna went far beyond sponsorship deals — they were true partnerships, built on shared values of speed, endurance, and precision. Feedback from the track directly influenced the brand’s design instruments and aesthetics, giving birth to a philosophy that still fuels the brand today: real performance comes from real racers.
Patrick Dempsey: The Modern Face of TAG Heuer Performance
That same principle of authentic collaboration drives TAG Heuer Eyewear in the modern era. The brand continues to merge innovation, endurance, and precision with genuine athlete involvement — a philosophy now embodied by Patrick Dempsey, actor, racing driver, and long-time TAG Heuer ambassador. As both a Hollywood icon and Porsche Motorsport competitor, Dempsey bridges two worlds of performance and style. His hands-on input ensures that every TAG Heuer frame performs as beautifully as it looks — aerodynamic, ergonomic, and built for motion.
Enduring Vision: A Legacy in Every Frame
During SILMO Paris 2025 Interview Renato Montagner TAG Heuer Eyewear reflected on how the same principles Jack Heuer introduced decades ago — precision, passion, and partnership — remain the brand’s driving force.
Each pair of TAG Heuer Eyewear represents this lineage, engineered for those who live fast, see clearly, and refuse to compromise on performance. From the racetrack to the runway, the brand continues to redefine what performance eyewear means in today’s world.
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
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.
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.
