TAG Heuer Relaunches Eyewear With Three New Lines

After pausing eyewear production in 2016, the Swiss brand now has its globes on expanding in the category.

Fashion
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TAG Heuer is known for its watchmaking supremacy; but outside of timekeeping, the Swiss luxury label has also dabbled in the eyewear space. The brand first entered the market for sunglasses in 2002, and it continued to produce new collections until it paused production in the category in 2016. Now, however, TAG Heuer has relaunched its eyewear line, under the creative direction of Renato Montagner.

“The new TAG Heuer Eyewear line represents the pinnacle of high-end innovation and design,” said Montagner in a statement. “Each model upholds the highest standards, with high-performing materials and details designed for the optimal performance in all conditions. This results in an avant-garde aesthetic where the glasses are no longer tied to the function of use, drawing their style from the beauty of technology.”

With a new outlook, TAG Heuer’s eyewear arrives with three new lines: Pro Performance, Sport Performance and Daily Performance. The Pro Performance line fuels contemporary designs with top-tier technology for “athletes and adventure seekers.” The Sport Performance category is geared toward people looking for eyewear with “exceptional functionality,” and the Daily Performance line specializes in versatility, with a touch of sportiness.

At launch, TAG Heuer presents a number of sunglasses and optical eyewear styles. Among them, the “Shield Pro” boasts a futuristic mask shape and a number of colorful lenses, and the “Line” is made with Dyneema®, or the strongest fiber on the market.

Explore the lineup in the gallery above, and shop it now on TAG Heuer’s webstore.

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