Patrick Dempsey is the New Face of TAG Heuer Eyewear

If Jack Heuer could have built his ideal brand ambassador in a factory, chances are it would have looked something like Patrick Dempsey. The suave 59-year-old American actor, race car driver and staunch philanthropist is every bit the modern renaissance man, capturing the very essence of what Swiss watchmaker TAG Heuer is all about. For over a decade, Dempsey’s values of passion, precision and performance have been invariably linked to the brand, but this year, the relationship enters a new chapter. Dempsey has been named the official face of TAG Heuer Eyewear, the maison’s joint venture with Thélios, LVMH Eyewear Excellence.

Announced last week, the new role will see Dempsey contribute ‘creative input’ to the brand’s eyewear collection, with specific attention paid to the Jack Heur and Mini Vingt-Sept lines. Moreover, it sees the Grey’s Anatomy star further ingrained into the TAG Heuer family, following in the revered footsteps of Hollywood legend Steve McQueen. Like the ‘King of Cool’ himself, Dempsey embodies a seemingly unapologetic sense of style and a true spirit of adventure, best typified by his work off-camera.

In recent years, the actor has become a regular on the endurance racing circuit, having competed multiple times at the prestigious 24 Hours of Le Mans, one of the most demanding motorsport events in the world. Add that to his string of podium finishes in the GTE Am category, and you start to realise that performance is in his DNA—so perhaps it’s little wonder TAG Heuer has found a kinship with the actor.

“Patrick Dempsey’s alignment with TAG Heuer runs deep. He shares the brand’s core values: designed to win, elegance in motion, and the pursuit of excellence with no shortcuts. These can be felt on screen just as much as on the racetrack,” the brand said in a statement. “With the new collection, Patrick Dempsey brings his passion for performance and refined style contributing to its evolution, offering creative input and a vision rooted in both style and function.”

The appointment was announced alongside a new campaign that features Dempsey channelling visionary former-CEO Jack Heuer. In the creative, Dempsey is depicted with a chronograph timer in his hand, which is both a nod to the brand’s rich racing heritage and a reference to the classic image of Jack Heuer in the same pose. This time around, Dempsey sports two key models from the 2025 TAG Heuer Eyewear collection—the Jack Heuer and Mini Vingt-Sept pieces.

The former is a tribute, both in name and design, to the visionary creative who helped steer TAG Heuer to success throughout the mid-20th century. After studying electrical engineering at the Swiss Federal Institute of Technology in Zurich, Jack Heuer formally joined his namesake company in 1958, and it wasn’t long before he made his presence felt. The enterprising executive was not only responsible for revitalising the Autavia collection, but he also spearheaded the creation of the Carrera line and, more importantly, forged TAG Heuer’s first Formula 1 partnership in 1971.

The Jack Heuer Line from TAG Heuer Eyewear captures the influential company director’s spirit of innovation in fine detail, employing a mix of ultra-light Japanese titanium and Chromafade lenses. The 1960s-inspired pilot frames bear a striking similarity to those worn by Jack during the time period, adding a touch of vintage charm to an otherwise deeply progressive design ethos.

Conversely, the Mini Vingt-Sept Line offers a more contemporary take on avant-garde eyewear. The technical piece features a sleek elliptical steel hinge and bio-nylon temples, which TAG Heuer claims is a nod to performance and precision. Importantly, the motorsport influence remains paramount, with the Mini Vingt-Sept employing a bold rigidity in form, most notably with the brand’s iconic 27° hinge.

Additionally, TAG Heuer has confirmed the arrival of a new Shield Pro line, which brings the brand’s “boldest spirit” to life. Futuristic by design, this range is crafted using a flexible bio-nylon frame and features interchangeable lenses and subtle TAG Heuer emblems. The brand explains that these frames are specifically tailored towards athletes, riders, and “anyone who thrives in “extreme conditions”.

The full TAG Heuer Eyewear collection is available at TAG Heuer boutiques and online now, with prices starting from AUD$,1370 for the Jack Heuer line, AUD$870 for the Mini Vingt-Sept and AUD$690 for the Sheidl Pro range. For more information on the watchmaker’s foray into the world of high-fashion and avant-garde sunglass manufacture, visit the maison’s website.