Tag Heuer ties eyewear to actor Patrick Dempsey
luxurydaily
12 May 2025
Swiss watchmaker Tag Heuer is giving its accessories line a new spokesperson.
American actor and longtime brand ambassador Patrick Dempsey is deepening his relationship with the horology label, becoming the new face of Tag Heuer Eyewear. The appointment comes alongside the launch of a campaign showcasing a new collection, forged in collaboration with parent company LVMH’s optical specialist, Thélios.
Refined presence
The new marketing initiative aims to elevate Mr. Dempsey’s public role within the company by drawing connections between himself and important figures in the brand’s past, as well as Hollywood icons of yesteryear.
In promotional shots, the actor is posed to resemble a portrait of Jack Heuer, the great-grandson of the company’s founder and the visionary behind many of its longstanding timepiece collections. In communications, the label also compares Mr. Dempsey to the late American actor Steve McQueen, a major box-office draw from the 1960s who worked extensively with Tag Heuer throughout his career.
