TAG Heuer partners with Thélios and returns to eyewear
TAG Heuer, the Swiss luxury watchmaker, has teamed up with LVMH eyewear expert Thélios to stage a comeback of the brand's eyewear line in January 2024.
According to the company, this revival demonstrates TAG Heuer’s dedication to uniting performance, functionality, style and innovation with glasses that offer unparalleled quality and comfort. It aims to harmoniously integrate eyewear into professional settings, sporting endeavors and everyday life.
“We are extremely proud about our return to eyewear with breakthrough designs involving avant-garde techniques and cutting-edge materials, reigniting a piece of our legacy from 2002. The introduction of our new eyewear collection in collaboration with Thélios represents for us not just an addition of an accessory line. Our ambition is to set new standards in the eyewear category and to completely disrupt it. TAG Heuer wants to be considered as an eyewear brand in the future too – and this first line for 2024 will deliver a whole new dimension of allure, commitment to precision, sport, and design, expanding our reach to a an even wider audience. Our mission is to reimagine the impossible where excellence meets aesthetics, exploring new horizons of expression, as this is what TAG Heuer is all about.” said Frédéric Arnault, CEO of TAG Heuer.
Having initially ventured into eyewear in 2002 until 2016, TAG Heuer introduced legendary models such as Reflex and 27°, garnering global acclaim among consumers. For two decades, this journey was marked by innovation and a commitment to pushing the boundaries of eyewear design.
Today, TAG Heuer continues its pursuit of excellence by partnering with LVMH’s in-house eyewear specialist Thélios, renowned for setting new standards of luxury in the eyewear industry, fusing the distinctive identity of its Maisons with the artistry of Italian craftsmanship.
Alessandro Zanardo, CEO of Thélios said, “The comeback of TAG Heuer in eyewear, is one of the most anticipated in the industry. The brand stands for excellence, high-end design and ultimate precision, values that deeply resonate with Thélios. We are proud to have embarked on this journey together and are confident the upcoming collections will conquer the hearts of TAG Heuer brand aficionados and new consumers alike.”
Building on TAG Heuer’s eyewear legacy, this collaboration will bring the product category to the next level. With innovation and excellence at its core, TAG Heuer's eyewear journey will continue to redefine industry standards and leave a mark on functional and elegant eyewear.
The collection will be revealed during LVMH Watch Week on January 29, 2024, and officially presented at a dedicated launch event in Milan on February 1st, 2024.