Tag Heuer ties eyewear to actor Patrick Dempsey

May 8, 2025

The company is bringing in a trusted talent to guide the promotion of its optical offerings. Image courtesy of Tag Heuer

By Zach James

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.

The horology label is creating ties between its current ambassadors and company leadership. Image courtesy of Tag Heuer

Mr. Dempsey has been a Tag Heuer brand ambassador since 2014, a dedication that the watchmaker is rewarding with the appointment.

Imagery, while saluting icons of the past, presents a refined and elegant vision of the maison’s eyewear catalog, which the company states is backed up by the actor’s public reputation as an award-winning thespian and as People’s 2023 Sexiest Man Alive, being granted the distinction at the age of 57 – the second oldest ever.

For the campaign, the talent dons Jack Heuer and Mini Vingt-Sept eyewear lines. The Tag Heuer 2025 eyewear collection, which also includes new pieces in the Shield Pro and Avant-Garde families, is available now online and in-store.

Expanding reach
The initiative also draws upon the maison’s and Mr. Dempsey’s historic connections to motorsports.

Tag Heuer's new eyewear face has been behind the wheel many times, specializing in endurance races. In his motorsport career, Mr. Dempsey has competed in the 24 Hours of Le Mans on multiple occasions, even reaching the podium in 2025; he was also gifted the Spirit of Le Mans Award for his contributions to the event, both on and off the track, in 2019.

Campaign stills reference Jack Heuer’s commitment to motorsports through shared poses and archival designs. Image courtesy of Tag Heuer

The company has looked to deepen its ties to modern racing competitions in recent months, becoming the official timekeeper of the Formula 1 in January (see story) and will be the first title partner of the league’s Monaco Grand Prix event, set to begin later this month (see story).

With Mr. Dempsey’s heightened promotional involvement, the actor could appear at the upcoming race, as he has several times in the past, to support the racers the horology label sponsors.

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