TAG Heuer is putting the pedal to the metal in 2025, announcing a fresh chapter in its long-standing relationship with actor and professional racer Patrick Dempsey. Having served as a brand ambassador since 2014, Dempsey is now officially the face of TAG Heuer Eyewear — a move that aligns perfectly with the brand’s motorsport-driven legacy and its sharp focus on performance, precision, and style.
“Patrick Dempsey is more than a brand ambassador; he is our family,” said George Ciz, Chief Marketing Officer at TAG Heuer. “He personifies our ‘Designed to Win’ spirit, effortlessly merging elite performance with refined elegance, whether he’s on the track or screen.”
Dempsey, whose racing team Dempsey Proton Racing is co-sponsored by TAG Heuer and Porsche, brings firsthand insight into the functionality and feel of the eyewear line. Developed in collaboration with luxury eyewear manufacturer Thélios, the collection places a premium on lightweight materials — particularly titanium — for maximum comfort and wearability, even under a racing helmet.
“You want something that disappears when you wear it — lightweight, high-performance, and practical,” Dempsey explained. “That’s what TAG Heuer Eyewear delivers. It reflects everything the brand stands for — motorsport, competition, and athleticism, with style and substance.”
Over the years, Dempsey has been a fixture at marquee events like the Monaco Grand Prix and Carrera Chronograph celebrations, making this eyewear collaboration a natural extension of his relationship with the brand. In addition to gearing up for the 50th anniversary celebrations of Porsche’s iconic Turbo, Dempsey is also producing a documentary on American skiing and snowboarding champion Jessie Biggins.
With Dempsey, TAG Heuer Eyewear is racing into a stylish new era, where performance meets polish in every frame.
