The most unexpected release from LVMH Watch Week: TAG Heuer eyewear The most unexpected release from LVMH Watch Week: TAG Heuer eyewear

The most unexpected release from LVMH Watch Week: TAG Heuer eyewear

Jamie Weiss

LVMH Watch Week is just that – a week for watches. Well, normally it is. Alongside hot new timepieces like the retro-inspired Carrera Glassbox Dato, the small but mighty 34mm Aquaracer Solargraph and the mental Carrera Date Plasma Diamant d’Avant-Garde, TAG Heuer announced they’re relaunching their eyewear range, under the creative direction of Italian architect Renato Montagner and produced by Thélios in Italy.


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“The new TAG Heuer Eyewear line represents the pinnacle of high-end innovation and design,” Montager says. “Each model upholds the highest standards, with high-performing materials and details designed for optimal performance in all conditions. This results in an avant-garde aesthetic where the glasses are no longer tied to the function of use, drawing their style from the beauty of technology.”

The eyewear line will launch with five different models across three different product lines: Pro Performance, designed for professional athletes; Sport Performance, which is tailored to more casual athletes; and Daily Performance, which as the name implies will feature more everyday designs.

tag heuer eyewear side by side

TAG Heuer is by no means the only watchmaker producing eyewear in 2024 – Cartier, Chopard and Omega are just some of the brands who’ve also turned their hands to glasses and sunglasses – but TAG Heuer’s frames stand apart from previous horologically-inspired eyewear thanks to their uniquely technical construction. For instance, the ‘Line’ range of glasses and sunnies feature unique strengthening cables made from Dyneema (the strongest fibre on the planet) stretched out in ropes across the bridges and arms of the frames.

tag heuer eyewear cable

The ‘Vingt-Sept’ model is also the world’s first 3D-printed metal frame, crafted from bio-sourced nylon mixed with carbon fibre and stainless steel, and features 27-degree hinges for increased structural integrity. The sunglasses in the range also feature hydrophobic coatings and polarised lenses using precious metal treatments.

tag heuer eyewear glasses

The TAG Heuer branding is very subtle across the collection: the horological connection, however, is apparent in the innovative approach that TAG’s taken with their eyewear. These aren’t just simple fashion frames: they’re technical, robust and extremely sporty. They’re also the perfect accessory to pair with your TAG Heuer watch – although in my opinion, these frames are so stylish, I can see people who don’t own TAG Heuers picking these up…

TAG Heuer’s new eyewear collection will be available from March 3rd, 2024 via TAG Heuer boutiques and online. Find out more here.