TAG Heuer & Thélios illuminute Milan’s skyline with eyewear collection launch event.
TAG Heuer and Thélios, the dynamic force behind the recently revealed Eyewear collection at LVMH Watch Week 2024 in Miami, captivated Milan with an extravagant celebration. The iconic Milan skyscraper, a testament to architectural brilliance, served as the backdrop for this major event, resonating with the innovation and design central to the eyewear release.
In the heart of Milan, the evening not only celebrated the successful partnership between TAG Heuer and Thélios but also marked the official launch of the Eyewear collection. This groundbreaking release signifies a harmonious blend of Swiss Precision, avant-garde design, and cutting-edge technology on an international stage, presenting a product that epitomizes performance.
As the evening unfolded in opulence, the spotlight focused on the eyewear models, highlighting the innovative materials and shapes defining TAG Heuer’s Eyewear collection. The meticulously crafted scenography, reminiscent of a museum exhibit, showcased the craftsmanship behind each design, intelligently displayed on metallic tables with various raw materials used in 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 pulsating beats of DJ Addal, creating an electrifying atmosphere under the collection’s tagline, “It all Starts with A Vision,” for an unforgettable night.
Julien Tornare, CEO of TAG Heuer, expressed, “This collaboration with Thélios is a testament to our commitment to pushing boundaries, not just in the world of horology but now in eyewear. It’s 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.”
Alessandro Zanardo, CEO of Thélios, further expressed his delight, stating, “Our partnership with TAG Heuer exemplifies our dedication to creating high-end eyewear of the utmost 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, including surfer Kai Lenny, tennis player Félix Auger-Alliassime, and cyclist Cory Williams, all 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 feedback 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 established a new standard for eyewear excellence.
For more information, please visit TAGHeuer.com.