Swiss luxury watchmaker TAG Heuer enters a new chapter with actor and brand ambassador Patrick Dempsey, creating eyewear in partnership with Thélios, LVMH Eyewear Excellence, a nod to the brand’s racing heritage.

Patrick Dempsey, actor and racing car professional, perfectly embodies the brand

Nothing resonates quite like an ambassador who lives the brand, and Patrick Dempsey has embodied the TAG Heuer spirit with unmistakable style. An actor, professional racing driver, and creative force, Patrick  Dempsey has been a constant presence at the side of the Swiss luxury watchmaker since 2014. This year, the relationship is entering a new chapter as Patrick Dempsey becomes the official face of TAG Heuer Eyewear.

The connection between Patrick Dempsey and TAG Heuer has deepened with the brand’s latest collection, created in partnership with Thélios, LVMH Eyewear Excellence. With the new collection, Patrick Dempsey brings his passion for performance and refined style contributing to its evolution, much like legendary Hollywood icon Steve McQueen before him who also had a real passion for racing and who defined TAG Heuer’s legacy, offering creative input and a vision rooted in both style and function.

Patrick Dempsey in one of TAG Heuer's new Eyewear lines

Patrick Dempsey, Living the TAG Heuer Spirit

Patrick Dempsey’s alignment with TAG Heuer runs deep. He shares the brand’s core values: designed to win, elegance in motion, and the pursuit of excellence with no shortcuts. These can be felt on screen just as much as on the racetrack. A seasoned competitor in the world of endurance racing, Patrick Dempsey has raced multiple times at the prestigious 24 Hours of Le Mans, one of the most demanding motorsport events in the world. Few actors can claim that, and even fewer can back it up with podium finishes, after he secured second place in the GTE Am category, completing 331 laps in 2015. His dedication to the
sport was recognized in 2019 when he received the “Spirit of Le Mans” award, honouring his contributions both on and off the track.

Patrick Dempsey has never treated his role with TAG Heuer as a formality. He’s been there – trackside at the Monaco Grand Prix, at boutique openings, behind the wheel at Rennsport Reunion 7, and throughout the brand’s other major moments. His presence has always been a heartfelt and authentic one, and his involvement speaks for itself.

The campaign opens with a nod to the brand’s deep roots in racing culture. In a striking image, Patrick Dempsey mirrors a legendary portrait of Jack Heuer holding a chronograph, a pose that has come to symbolize TAG Heuer’s forging role in motorsport history. In the 2025 version, Patrick Dempsey wears two key models from the collection: the Jack Heuer and Mini Vingt-Sept eyewear lines. The result is both
timeless and fresh, a visual bridge between heritage and what comes next.

The resonance doesn’t end there. In Ferrari (2024), the actor portrayed racing legend Piero Taruffi, drawing a cinematic parallel to Jack Heuer’s revolutionary 1971 partnership with Ferrari. This new chapter, then, is a
perfect continuation of a legacy that fuses racing, storytelling, and timeless design.

THE COLLECTION

TAG Heuer’s 2025 Eyewear Collection leans into design, performance, and heritage, brought together through three distinct lines:

Jack Heuer Line

Inspired by the visionary behind TAG Heuer’s first Formula 1® partnership in 1971, the Jack Heuer line pays tribute to a legacy of innovation in motorsport.
With 1960s-inspired pilot frames crafted from ultra-light Japanese titanium, Chromafade lenses, and refined detailing, the line blends vintage elegance with modern precision, a nod to Jack Heuer’s enduring
influence on both design and performance.

Mini Vingt-Sept Line

A refined evolution of TAG Heuer’s technical eyewear, the Mini Vingt-Sept line features a sleek elliptical steel hinge and bio-nylon temples, a nod to performance and precision. Inspired by motorsport engineering, the design revisits the brand’s iconic 27° hinge with a bold, modern edge. Finished with polarized SPECTA lenses for enhanced visual clarity, this line is built for speed, detail, and dynamic movement.

Shield Pro Line

The Shield Pro line brings TAG Heuer’s boldest spirit to life with a futuristic, performance-driven design made for high-speed environments. Featuring a flexible bio-nylon frame, these sporty masks are ultra-light,
durable, and built for movement. With interchangeable lenses and subtle TAG Heuer emblems, they’re designed for athletes, riders, and anyone who thrives in extreme conditions, no compromise, just clarity and control.