In a groundbreaking collaboration with Italian eyewear manufacturer Thélios, TAG Heuer is introducing a new eyewear collection that underscores the brand’s commitment to blending innovation with style. The collection, features a range of designs tailored to various lifestyles, showcasing TAG Heuer’s dedication to versatility and technological advancements.
Innovations that go Beyond Timepieces
TAG Heuer’s foray into eyewear is not entirely new — the brand has a rich history of producing high-quality eyewear, despite scaling back its efforts in recent years. After discontinuing its eyewear line back in 2016, TAG Heuer’s latest collection marks a significant and elegant resurgence.
This revitalised collection signifies a renewed commitment to the eyewear market, showcasing TAG Heuer’s ability to extend its renowned expertise beyond horology. This strategic move underscores the brand’s versatility and innovation, solidifying its presence across different luxury markets.
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Why does TAG Heuer want to expand into eyewear?
TAG Heuer’s venture into eyewear is part of a broader strategy to diversify its product offerings and leverage its brand reputation for precision and innovation. As a brand synonymous with high-performance timepieces, TAG Heuer’s expansion into eyewear allows it to tap into a complementary market where precision, technology, and design are equally valued.
Former Bulgari CEO Jean-Christophe Babin, in a recent interview, highlighted the brand’s history of success in the eyewear sector, noting that while TAG Heuer is primarily known as a watchmaker, it had effectively extended its expertise to eyewear. This attempt to transcend limits not only broadens TAG Heuer’s product portfolio but also reinforces its position as a leader in luxury and performance-driven accessories.
The Collections Breakdown
The TAG Heuer new eyewear collection has been divided into three distinct lines.
Pro Performance
This line of eyewear is made for extreme environments, combining the latest technology with a sleek design. It will meet the needs of even the most demanding environments. Shield Pro is distinguished by its interchangeable lenses that offer enhanced flexibility and adaptability to varying environments.
Sport Performance
This collection is designed for those who appreciate both fashion and performance. The collection has been designed to encourage active lifestyles, without compromising aesthetics.
Daily Performance
This line features sporty, yet versatile eyewear that is suitable for urban everyday wear. It is a combination of functional design and contemporary style that makes it ideal for everyday use within a city environment.
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Innovative Designs
Five distinct designs are included in the collection, all incorporating the latest materials and technologies:
Unique colours and materials contribute to the distinctive look of each design, featuring elements like elastic rubber frames and eminent hinges that embody TAG Heuer’s signature style.
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