
Patrick Dempsey is the new brand ambassador for TAG Heuer Eyewear.
TAG Heuer has constantly redefined the intersection of luxury, sport, and design with the launch of its 2025 Eyewear Collection—and this time, it’s doing so with a familiar face in a bold new role. Actor, professional racing driver, and long-time brand ambassador Patrick Dempsey has officially become the face of TAG Heuer Eyewear, marking a dynamic new chapter in the brand’s ongoing legacy of performance and precision.
Since 2014, Dempsey has been more than just a spokesperson for the Swiss luxury watchmaker. From the Monaco Grand Prix to boutique launches and motorsport’s most prestigious circuits, his presence has been both authentic and influential. Now, he takes the spotlight in a more design-forward capacity, lending his style sensibility and passion for speed to the brand’s latest collaboration with Thélios, the eyewear division of LVMH.
Face Of The Matter
The campaign opens with a compelling visual nod to the past: Dempsey striking a pose reminiscent of a legendary portrait of Jack Heuer, holding a chronograph that helped define TAG Heuer’s iconic racing heritage. Wearing two standout models—the Jack Heuer and Mini Vingt-Sept—Dempsey bridges the brand’s storied past with its design-driven future.
TAG Heuer’s 2025 collection leans into its motorsport DNA with three distinctive lines beginning with the Jack Heuer Line, which pays tribute to the man who pioneered TAG Heuer’s first Formula 1 partnership in 1971. The vintage-inspired pilot frames, crafted from ultra-light Japanese titanium, feature Chromafade lenses and meticulous details that blend retro elegance with contemporary functionality.
The Mini Vingt-Sept Line on the other hand is a refined nod to the brand’s technical innovation, with elliptical steel hinges and lightweight bio-nylon temples. Enhanced with polarized SPECTA lenses, it’s a line engineered for clarity, motion, and modern minimalism.
Last but not least, the Shield Pro Line pushes the boundaries of high-performance eyewear. Designed for extreme environments and active lifestyles, this bold silhouette features interchangeable lenses and ultra-light bio-nylon frames—perfect for athletes, riders, and thrill-seekers.
Performance And Style
Dempsey’s connection to the brand is more than skin deep. A seasoned endurance racer with a second-place finish at the 24 Hours of Le Mans and a recipient of the “Spirit of Le Mans” award, he continues to be a living embodiment of TAG Heuer’s ethos: designed to win, crafted for life in motion, and driven by excellence.
His role as racing legend Piero Taruffi in Ferrari (2024) further underscores his unique blend of cinematic presence and motorsport authenticity. This new chapter, then, is a perfect continuation of a legacy that fuses racing, storytelling, and timeless design.