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.
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.
