Thélios, the eyewear division of French luxury group Moët Hennessy Louis Vuitton (LVMH), and Swiss watchmaker Tag Heuer will reintroduce the brand’s eyewear line in 2024.
The eyewear company Tag Heuer, which also belongs to LVMH, ventured into the eyewear business between 2002 and 2016 and brought various models onto the market. The new agreement with Thélios will build on the brand’s eyewear heritage while taking it “to the next level” to establish itself as the “eyewear brand of the future.”
“We are very proud of our return to eyewear with groundbreaking designs that incorporate avant-garde techniques and cutting-edge materials, reviving a piece of our 2002 heritage,” said Frédéric Arnault, Managing Director of Tag Heuer. The eyewear collection, which was developed together with Théilos, is by no means just an addition to the accessories line, but rather an independent product category.
“Our goal is to set new standards in the eyewear category and completely change it. “Tag Heuer wants to continue to be seen as an eyewear brand – and this first collection for 2024 will offer a whole new level of appeal, commitment to precision, sport and design, and expand our reach to an even larger audience,” said Arnault.
Tag Heuer is working with LVMH’s in-house eyewear specialist Thélios to reintroduce eyewear
The first Tag Heuer eyewear collection from Thélios will be presented during LVMH Watch Week on January 29, 2024 and will be officially presented on February 1 at an event in Milan.
“Tag Heuer’s comeback in eyewear is one of the most anticipated in the industry,” said Alessandro Zanardo, Managing Director of Thélios. “The brand stands for excellence, high-end design and ultimate precision – values that resonate well with Thélios “We are proud to have embarked on this journey together and are confident that the upcoming collections will win the hearts of Tag Heuer lovers and new customers alike.”
Thélios designs, produces and distributes sunglasses and optical frames for brands such as Dior, Fendi, Celine, Givenchy, Loewe, Stella McCartney, Kenzo, Berluti and Fred. LVMH’s in-house eyewear specialist also acquired French eyewear brand Vuarnet in September and U.S. eyewear brand Barton Perreira in November.
This translated post previously appeared on FashionUnited.uk