Tag Heuer's Highly Anticipated Return to Eyewear Is Here

TAG Heuer embarks on an exciting journey into the world of high-end eyewear in collaboration with Thélios. A return that demonstrates the brand's desire to combine performance, sport, functionality, style, and innovation with glasses that offer unparalleled quality and comfort, capable of integrating perfectly into professional, sporting, and everyday contexts. The preview of the new and unprecedented collection is scheduled during the LVMH Watch Week on January 29, and will then be officially presented at a launch event in Milan on February 1, 2024. An unmissable event for lovers of the brand and for those seeking excellence also in eyewear.

Having approached the world of eyewear in 2002 until 2016, TAG Heuer was able to create sublime models that have garnered worldwide acclaim. For two decades, this journey has been marked by innovation and a commitment to pushing the boundaries of eyewear design. Now, the collaboration with Thélios will take this product category to the next level. With innovation and excellence at its core, TAG Heuer's journey in eyewear will continue to redefine its standards to leave an indelible mark of functionality and elegance.

"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," said Frédéric Arnault, CEO of TAG Heuer. "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 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."

"The comeback of Tag Heuer in eyewear, is one of the most anticipated in the industry," said Alessandro Zanardo, CEO of Thélios. "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."

From: Esquire IT