Thélios inks eyewear partnership deal with TAG Heuer

Another LVMH brand has been added to the portfolio of Thélios, the eyewear producer owned by the world’s number one luxury group. Swiss watch-maker TAG Heuer, which LVMH bought in 1999 and specialises in professional sport watches, has decided to re-enter the eyewear market, a sector it exited eight years ago.

Thélios has inked a long-term partnership deal to develop, produce and distribute TAG Heuer’s optical glasses and sunglasses, using the same internalisation approach adopted to manage the eyewear collections of LVMH’s other labels. TAG Heuer's first new collection will be unveiled in Miami on January 29 during LVMH Watch Week, and also via a special event scheduled in Milan on February 1.

The two partners’ aim is to focus again on the avant-garde spirit and high-tech performance that characterised TAG Heuer’s previous eyewear collections. The watchmaker entered the eyewear market in 2002, signing a license deal with Logo, a long-established producer based in Morez, France, which also used to manufacture the collections of another LVMH brand, Fred. The deal was terminated when Logo went bankrupt in 2016.