Mario Canonizado 
When it comes to acting and watches, there is one commonality: There’s nothing quite like the lived experience. With the release of TAG Heuer’s eyewear range, who has lived the brand experience more than Patrick Dempsey himself?
As the name suggests, Watch Advice isn’t exactly a fashion site. Sure, we cover a very particular subsection of fashion, but rarely do we venture beyond our island of relevance. You won’t typically see anything here about dresses, look-books, or outfit designs — and if you’re not sure why, you might want to read that sentence again.
Every once in a while, though, the paths of mainstream fashion and horology cross, prompting us to step out of our shell and take a peek at what all the fuss is about. And this time, the fuss is absolutely worth it: TAG Heuer has officially brought back its eyewear collection in full force!
While you might know TAG Heuer primarily as a watchmaker, what you may not realise is that the brand has a respectable history of creating fashionable accessories. Of course, this includes today’s subject matter, but the Swiss brand has also branched out into all sorts of branded paraphernalia — ranging from racewear and leather goods to stationery, travel accessories, and even two smartphones. However, none of these ventures ever gained quite the same cult following as their eyewear division.
Initially launched in 2002, TAG Heuer’s eyewear collection introduced a wave of disruptive and innovative designs, including standout lines like the Reflex and 27°. These glasses were widely praised for embodying TAG Heuer’s core ethos—pairing an unmistakably sporty aesthetic with cutting-edge materials and engineering. The 27° line, in particular, earned acclaim for its ingenious hinge design, which remained hidden unless viewed at a 27-degree angle. This clever detail gave the frames a sleek, uninterrupted look that was as functional as it was stylish.
Although the eyewear division was discontinued in 2016, TAG Heuer has since found its second wind. With a renewed sense of direction, the timing felt right for a comeback. Announced in 2024, TAG Heuer’s revived eyewear collection has now officially landed in Australia, introducing six new core collections that once again channel the same spirit of innovation and design excellence that defines their timepieces.
Created in partnership with Thélios — the pinnacle of LVMH’s eyewear division — this new collection of glasses has become the face (or rather, the eyes) of TAG Heuer’s accessory lineup. Divided into six distinct collections, each line offers a unique interpretation of performance-driven design.
The Line collection blends elegance and functionality within a sleek carbon frame. The Flex, with its rimless construction, delivers unmatched durability and comfort, wrapped in a neo-futuristic aesthetic. The Shield Pro marks the collection’s first fully sport-oriented design, tailored specifically for cyclists and runners, with a comfortable, recycled graphite frame. Similarly performance-driven, the Vingt-Sept combines carbon fibre and bio-nylon lenses in a streamlined, aerodynamic silhouette. The Bolide strikes a balance between refined understatement and bold flair. Lastly, the Jack Heuer is a nostalgic tribute — a recreation of the iconic frames worn by the former Heuer/TAG Heuer president during the brand’s golden era.
Of particular interest are the Jack Heuer and Vingt-Sept lines, both modelled by TAG Heuer’s leading ambassador, Patrick Dempsey. Bringing his passion for performance and refined taste, the acclaimed actor has actively contributed to the eyewear relaunch, offering creative input and a vision grounded in both style and function.
My Thoughts
While we at Watch Advice aren’t exactly known for covering fashion accessories beyond our usual niche, it’s always a welcome opportunity when the two worlds eventually collide. It’s a nice break from writing about watches all day, too — how can we stay excited forever when there’s just more timepieces waiting in the wings?
I’ve lost count of how many times I’ve heard people ask if TAG Heuer’s eyewear was ever coming back. For the longest time, I didn’t know what to say — and quite frankly, I’m relieved that the answer is now a resounding yes. With this new collection of six sunglasses, TAG Heuer proves they’ve truly hit their stride, confidently bringing back a cult-favourite accessory into their modern catalogue. It’s a move that only further cements their place within both the contemporary watch and eyewear landscapes.
