When you look at TAG Heuer’s world, Patrick Dempsey feels less like a surprise and more like the obvious choice. At 59, the American actor has built a reputation that stretches far beyond film and television, pairing his Hollywood career with a longstanding dedication to motorsport and philanthropy. These qualities — precision, discipline, and a genuine passion for performance — have connected him to TAG Heuer for over a decade. This year, that relationship enters a new chapter as Dempsey becomes the face of TAG Heuer Eyewear, created in partnership with Thélios, LVMH’s eyewear division.

The role itself feels like a natural extension rather than a rebrand. Announced recently, the appointment sees Dempsey contributing a creative perspective to key eyewear lines, including the Jack Heuer and Mini Vingt-Sept collections. It also firmly places him within TAG Heuer’s cultural heritage, alongside figures like Steve McQueen. Like McQueen before him, Dempsey embodies a sense of ease and adventure that doesn’t feel manufactured — an approach to style shaped as much by life off-camera as by the spotlight.

Away from film sets and red carpets, Dempsey has dedicated recent years to building a solid reputation in endurance racing. He’s become a familiar face at the 24 Hours of Le Mans — one of motorsport’s most unforgiving stages — and his multiple podium finishes in the GTE Am category highlight that this isn’t just a casual passion project. For Dempsey, racing is about preparation, focus, and endurance.

That commitment mirrors the values TAG Heuer has long stood for. Performance, after all, is not something the brand treats as a marketing slogan. It’s a central part of its identity, and that’s where the connection with Dempsey feels most authentic. As the brand itself has stated, “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.”

What gives the partnership significance is that those values go beyond racing alone. TAG Heuer has emphasized that the same principles apply to Dempsey’s work on screen, where discipline and precision are just as important. The relationship isn’t presented as a one-dimensional endorsement but as a shared mindset built on consistency and craft.

That thinking extends to the eyewear collaboration itself. According to the brand, “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.” It’s a subtle but important distinction — positioning Dempsey as a contributor rather than a figurehead.

The rollout of the partnership was paired with a campaign that focuses more on symbolism than spectacle. In the visuals, Dempsey is positioned in a way that deliberately echoes TAG Heuer’s past, appearing with a chronograph timer in hand — a clear reference to the brand’s strong ties to racing and a subtle nod to an iconic image of Jack Heuer himself. It’s a restrained gesture, but one that reinforces continuity rather than reinvention.

Throughout the campaign, Dempsey is seen wearing two standout models from the 2025 TAG Heuer Eyewear collection. The Jack Heuer and Mini Vingt-Sept frames take centre stage, emphasizing the dual narrative of heritage and modernity that runs through the partnership.

The Jack Heuer model, in particular, carries weight beyond just its name. After studying electrical engineering in Zurich, Jack Heuer joined the family business in 1958 and quickly reshaped its direction. His influence is still felt today — from revitalizing the Autavia to launching the Carrera and securing TAG Heuer’s first Formula 1 partnership in 1971, moves that permanently anchored the brand within motorsport culture.

The Jack Heuer frames draw inspiration from 1960s pilot silhouettes and are crafted using ultra-light Japanese titanium paired with Chroma-fade lenses, blending vintage cues with modern engineering, which is why the legacy is reflected in the eyewear itself.

The Mini Vingt-Sept adopts a more modern approach. Precisely crafted, it features a sleek steel hinge and bio-nylon temples, anchored by TAG Heuer’s signature 27-degree hinge. Motorsport influences are still evident, but the design is sharper and more progressive, aiming to feel performance-focused without relying too much on nostalgia.

Completing the collection is the Shield Pro line, which firmly establishes TAG Heuer eyewear in performance territory. With a futuristic design, the frames are crafted from flexible bio-nylon and feature interchangeable lenses, making them ideal for athletes, riders, and those working in demanding conditions. This is the most overtly technical expression of the brand’s eyewear vision to date.

The complete TAG Heuer Eyewear collection is now available at TAG Heuer boutiques and online. Prices start at $850 USD for the Jack Heuer line, from $490 USD for the Mini Vingt-Sept, and $490 USD for the Shield Pro range.