TAG Heuer Eyewear Art Director Discusses Performance Design Legacy at SILMO Paris 2025

At SILMO Paris 2025, Renato Montagner, Art Director of TAG Heuer Eyewear, detailed the brand’s evolution from Jack Heuer’s Formula 1 collaborations to modern performance design. The discussion highlighted how partnerships with racing icons like Niki Lauda and Ayrton Senna established a philosophy where real performance stems from real racers. Today, this approach continues through ambassador Patrick Dempsey, whose input as a Porsche Motorsport competitor influences frame aerodynamics and ergonomics. Operated in collaboration with Thélios, the LVMH eyewear division, the relaunched Swiss luxury sport brand emphasizes precision engineering and athlete-driven development. The current collection features wraparound shields, lightweight frames, and reinforced cable temples, targeting active lifestyles with tech-forward sport-luxury aesthetics.