TAG Heuer and Thélios, the dynamic duo behind the recently unveiled Eyewear collection at LVMH Watch Week 2024 in Miami, mesmerized Milan with a grand celebration. The iconic Milan skyscraper, a testament to architectural genius, hosted this major event, echoing the innovation and design at the heart of the eyewear release.
In the heart of Milan, the evening not only commemorated the fruitful partnership between TAG Heuer and Thélios but also marked the official launch of the Eyewear collection. This groundbreaking release symbolizes a harmonious blend of Swiss Precision, avant-garde design, and cutting-edge technology on an international stage, bringing forward a product that is the epitome of performance.
As the evening unfolded in opulence, the eyewear models took center stage, putting the emphases on the innovative materials and shapes that define TAG Heuer’s Eyewear collection. The exclusively crafted scenography, similar to the one of a museum, put forth the craftsmanship behind each design, displayed intelligently on metallic tables with the various raw materials used on the eyewear, captivating attendees with a dynamic and sensory journey through the core elements of the collection.
Complementing the artistry of the space, Italian artist, singer, and songwriter Mahmood mesmerized the evening with a performance exclusive to the event, followed by the pulsing beats of DJ Addal, creating an electrifying atmosphere under the collection’s tagline, “It all Starts with A Vision” for an unforgettable night.
“This collaboration with Thélios is a testimony to our commitment at pushing boundaries, not just in the world of horology but now in eyewear. This is once again a tribute to our avant-garde spirit. It’s about capturing the essence of a vision, in design but also in performance and comfort. We could not be prouder of the products that we are presenting today to our most important partners and we will continue to amaze” said Julien Tornare, CEO of TAG Heuer.
Alessandro Zanardo – CEO of Thélios - further expressed his delight “Our partnership with TAG Heuer exemplifies our dedication to creating high-end eyewear of the upmost quality, a craftsmanship that goes beyond functionality, becoming a true expression of personal style.”
The immersive exhibition provided guests with the opportunity to experience firsthand and try on the collection, mirroring the style worn by TAG Heuer’s esteemed ambassadors, surfer Kai Lenny, tennis player Félix AugerAlliassime and cyclist Cory Williams, featured in the campaign.
“Design is about storytelling, and this Eyewear collection tells a compelling story while delivering a strong message of high-end innovation. It is truly incredible to hear the positive feedbacks on such an enriching project” said Renato Montagner, Creative Director Eyewear.
The night unfolded as a symphony of avant-garde, innovation, and celebration, leaving an indelible mark on Milan as TAG Heuer and Thélios set a new standard for eyewear excellence.
