Tag Heuer to Return to Eyewear in Partnership with Thelios

Swiss luxury watchmaker Tag Heuer has announced its return to eyewear in partnership with LVMH owned eyewear manufacturer Thelios.

The innovative luxury eyewear line aims to redefine the industry standards and will offer performance, functionality, style and innovation combining the identity of both brands with unique Italian eyewear craftsmanship. As part of a long-term partnership Thelios will develop, manufacture and distribute the eyewear collections characterized by TAG Heuer's avant-garde spirit and high-tech performance.

'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 Thelios 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,' Frederic Arnault, CEO of TAG Heuer said in a statement.

'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 Thelios. 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,' Alessandro Zanardo, CEO of Thelios said.

TAG Heuer had ventured into eyewear in 2002 in partnership with an independent French manufacturer which lasted until 2016. During that time the brand pushed the boundaries of design producing several bestselling models like the Reflex and 27 Degrees.

The new collection from Tag Heuer will be revealed during the LVMH Watch Week on January 29th, 2024 in Miami followed by a special launch event in Milan on February 1.

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