Shares of iVision Tech, an Italian eyewear manufacturer, saw a remarkable increase of close to 28% on the Milan Stock Exchange on January 22. This jump followed the appearance of French President Emmanuel Macron at the World Economic Forum in Davos, Switzerland, where he was photographed wearing a pair of vintage-style aviator sunglasses, specifically Henry Jullien's Pacific S01 model. The market response added approximately €3.5 million ($4.1 million) to iVision Tech's market value within a single trading session.
President Macron's choice of eyewear—an elegant pair of retro aviators—captured widespread attention during his indoor speech on January 21. The images of Macron sporting these glasses quickly circulated online, garnering comparisons to iconic 1980s action movie stars such as those from "Terminator" and "Cobra." Notably, even former U.S. President Donald Trump acknowledged the glasses, complimenting them as "beautiful sunglasses" during his own remarks at the summit.
Despite the fashion buzz and widespread social media memes, Macron's eyewear selection served a more practical purpose. According to statements provided to Reuters by the French president's office, the sunglasses were worn to conceal a burst blood vessel in his right eye.
The sudden spotlight on the Henry Jullien brand caused an overwhelming increase in interest that resulted in the company's official website crashing for much of the day following Macron's appearance. To accommodate this surge in traffic, Henry Jullien promptly set up a dedicated landing page focusing on the specific Pacific S01 model that Macron wore.
Established in 1921, Henry Jullien was acquired by iVision Tech in 2023. The company's manufacturing facility in France, where skilled artisans have been crafting eyewear for over a century, is responsible for assembling the frames. Each pair of glasses can require as much as four months to complete, emphasizing the brand's commitment to craftsmanship.
The Pacific S01 model retails at €659 and employs a gold-filled technique that bonds gold to a base metal. This process delivers superior durability compared to traditional gold plating, underscoring the product's luxury status. iVision Tech's CEO Stefano Fulchir described the eyewear as "not ordinary," likening it to an investment similar to fine jewelry or watches due to its long-lasting quality.
Macron personally purchased the sunglasses and declined offers to receive the frames as a gift in relation to the Group of 20 summit, according to Fulchir. The company's usual production volume for the Pacific S01 style is approximately 1,000 pairs, though it plans to increase output to satisfy the unexpected global demand triggered by this high-profile exposure.
This event highlights a successful direct-to-consumer moment for iVision Tech and Henry Jullien, leveraging both artisanal luxury and current market momentum triggered by influential public figures. The intertwining of product exclusivity, craftsmanship, and high-visibility endorsement has positioned the brand for notable expansion following this development.
In summary, iVision Tech's notable stock surge followed a high-profile appearance of its acquired brand's eyewear, demonstrating the impact of celebrity endorsement on luxury goods markets and attendant shareholder value.
President Macron's choice of eyewear—an elegant pair of retro aviators—captured widespread attention during his indoor speech on January 21. The images of Macron sporting these glasses quickly circulated online, garnering comparisons to iconic 1980s action movie stars such as those from "Terminator" and "Cobra." Notably, even former U.S. President Donald Trump acknowledged the glasses, complimenting them as "beautiful sunglasses" during his own remarks at the summit.
Despite the fashion buzz and widespread social media memes, Macron's eyewear selection served a more practical purpose. According to statements provided to Reuters by the French president's office, the sunglasses were worn to conceal a burst blood vessel in his right eye.
The sudden spotlight on the Henry Jullien brand caused an overwhelming increase in interest that resulted in the company's official website crashing for much of the day following Macron's appearance. To accommodate this surge in traffic, Henry Jullien promptly set up a dedicated landing page focusing on the specific Pacific S01 model that Macron wore.
Established in 1921, Henry Jullien was acquired by iVision Tech in 2023. The company's manufacturing facility in France, where skilled artisans have been crafting eyewear for over a century, is responsible for assembling the frames. Each pair of glasses can require as much as four months to complete, emphasizing the brand's commitment to craftsmanship.
The Pacific S01 model retails at €659 and employs a gold-filled technique that bonds gold to a base metal. This process delivers superior durability compared to traditional gold plating, underscoring the product's luxury status. iVision Tech's CEO Stefano Fulchir described the eyewear as "not ordinary," likening it to an investment similar to fine jewelry or watches due to its long-lasting quality.
Macron personally purchased the sunglasses and declined offers to receive the frames as a gift in relation to the Group of 20 summit, according to Fulchir. The company's usual production volume for the Pacific S01 style is approximately 1,000 pairs, though it plans to increase output to satisfy the unexpected global demand triggered by this high-profile exposure.
This event highlights a successful direct-to-consumer moment for iVision Tech and Henry Jullien, leveraging both artisanal luxury and current market momentum triggered by influential public figures. The intertwining of product exclusivity, craftsmanship, and high-visibility endorsement has positioned the brand for notable expansion following this development.
In summary, iVision Tech's notable stock surge followed a high-profile appearance of its acquired brand's eyewear, demonstrating the impact of celebrity endorsement on luxury goods markets and attendant shareholder value.