TAG Heuer eyewear just got the Patrick Dempsey treatment

LET’S BE HONEST – celebrity eyewear campaigns can sometimes feel like a reach. But when TAG Heuer tapped actual racing driver and eternally cool guy Patrick Dempsey as the face of its 2025 eyewear collection, it made perfect sense. He’s been a TAG Heuer ambassador since 2014, has raced (and podiumed at) Le Mans – one of the world’s oldest and most iconic endurance races – and has that rare ability to make titanium frames look like a natural extension of his jawline. So yeah, it works.

And let’s not pretend we didn’t all once call him McDreamy. That’s right – the Grey’s Anatomy heartthrob turned real-life race car driver turned TAG Heuer frontman. Somehow, he’s still getting cooler with age. Of course he can sell eyewear.

But Dempsey isn’t just fronting the campaign; he’s in it. Literally. In one of the hero shots, he recreates a legendary portrait of Jack Heuer – the last member of the Heuer family to run the manufacture – holding a chronograph. It’s a clever full-circle moment for motorsport fans, and a very chic nod to the past-meets-present energy TAG does so well.

In the 2025 version, Dempsey wears pieces from two new eyewear lines: the Jack Heuer and the Mini Vingt-Sept. Both are sleek. Both are sharp. Both are exactly the kind of frames that make you consider upgrading your entire wardrobe.

Now to the nitty gritty. The Jack Heuer line is your classic-with-an-engine – 1960s-inspired pilot frames made from ultra-light Japanese titanium, with vintage detailing. The Mini Vingt-Sept line, however goes a bit more technical, all bio-nylon temples and elliptical steel hinges, clearly inspired by high-performance gear but refined enough to wear with a linen shirt and chinos. Add Specta lenses for visual clarity, and you’ve got eyewear that can do double duty – sharp enough for the pit lane, chic enough for the aperitivo hour.

Of course, Dempsey’s role here isn’t just to look good (though, job well done). He’s genuinely embedded in the TAG Heuer world – at Monaco, at boutique launches, even behind the wheel at racing reunions. You get the sense that he actually lives this life, rather than just dropping in. And in a category crowded with slick lenses and even slicker slogans, that kind of authenticity hits differently.

So yes, TAG Heuer is officially in the eyewear game. And yes, Patrick Dempsey is still unfairly handsome. But what this campaign captures is something more lasting: design with intent, elegance in motion, and a brand that’s as comfortable on your face as it is on the starting grid. With Dempsey behind the wheel, TAG isn’t just looking forward – it’s making the future look good.

Discover the full collection now at tagheuer.com.

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