No Shade: Keeping it Cool with TAG Heuer’s Latest Eyewear Collection
Summer is coming, and your wrist isn’t the only place that needs a stylish upgrade for the season.
By Cait Bazemore
Contributor
You may remember that TAG Heuer released a somewhat unconventional collection at last year’s LVMH Watch Week in Miami: eyewear. You might be more surprised to learn that it wasn’t the first time the Maison dabbled in this accessories category.
The brand debuted its first eyewear collection over two decades ago in 2002, and it had a good run (it was discontinued in 2016). Remember that just a few years prior to TAG Heuer releasing its first eyewear collection, it had been acquired by LVMH (1999, to be exact). So, in 2002, the two were still getting their footing.
That said, by the time the brand rebooted its eyewear line in 2024, TAG Heuer had fully learned how to take advantage of LVMH’s arsenal of resources.
Indeed, TAG Heuer leaned on the expertise of LVMH’s in-house Italian eyewear Maison Thélios, which has been crafting frames for LVMH brands like Dior, Fendi, Celine, and Givenchy. Thus, the rebooted collection consisted of five models: Shield Pro, Vingt-Sept, Line, Flex, and Bolide.
Now, we get new additions to the Shield Pro and Vingt-Sept styles as well as a brand new vintage-inspired model fittingly called Jack Heuer.
Sporty, Minimalist, Retro – Take Your Pick
TAG Heuer continues to push its futuristic Shield Pro line to the limits with new optimization for athletes. The latest models feature an elastic rubber frame for flexibility and comfort that is made from bio-nylon mixed with recycled graphite for lightness and durability.
These models also come with interchangeable lenses (made from bio-nylon), offering seamless adaptability to various environments without the need for multiple pairs of eyewear. This is the go-to collection for adventure seekers planning to notch their first marathon or hit the trail mountain biking this summer.
Next up, the brand’s Vingt-Sept models go minimal with the new Mini Vingt-Sept variants. The latest additions introduce a sleeker elliptical hinge made of steel combined with bio-nylon temples – both materials chosen for their emphasis on performance and comfort.
These models also feature SPECTA lenses, a new evolution of polarized lenses that aims for higher standards in visual perception. Reach for a style from this line if your idea of a perfect summer weekend includes a pool party or a day on the green.
Still, the showpiece of TAG Heuer’s latest eyewear collection is the debut of the new Jack Heuer styles. The latest lineup gets its name from the great-grandson of the brand’s founder, who was pivotal in the Maison’s enduring success, particularly in partnership with Formula 1.
The design of the eyewear reflects this racing-ready 1960s charm with ultra-light Japanese titanium pilot frames and Chromafade lenses, inspired by the legacy of motorsports. You can proudly sport one of these gorgeous new designs as you cheer on from the sidelines at the racetrack or simply behind the wheel of your own ride with the windows down.
Pricing & Availability
TAG Heuer’s latest eyewear is out now, just in time for summer. Prices range from $490 to $830 a pair, depending on the style. For more information, head over to TAG Heuer’s website.