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TAG Heuer returns to eyewear in partnership with Thélios

TAG Heuer, the Swiss luxury watchmaker renowned for its timepieces and precision craftsmanship, announces its return to high-end eyewear in partnership with LVMH’s eyewear producer, Thélios.

“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 from 2002 to 2016, TAG Heuer introduced legendary models such as Reflex and 27°. For two decades, this journey was marked by innovation and a commitment to pushing boundaries, the company says.

Alessandro Zanardo, CEO of Thélios commented: “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.”

The collection will be shown during LVMH Watch Week on 29th January 29th, 2024, and officially presented at a dedicated launch event in Milan on 1st February, 2024.

Teaser TAG Heuer Eyewear

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