A small Italian eyewear company has experienced a dramatic stock surge after French President Emmanuel Macron was photographed wearing its sunglasses at the World Economic Forum in Davos, Switzerland this week. Shares of iVision Tech, which owns French eyewear brand Maison Henry Jullien, jumped 65% following the high-profile appearance, demonstrating the power of celebrity endorsement in the fashion industry.
The Milan-based company, which has a market capitalization of approximately €20 million ($23.5 million), saw most of its gains materialize on Friday as images of Macron wearing the aviator-style sunglasses circulated widely. IVision Tech is listed on the Milan Stock Exchange and acquired the historic French brand Maison Henry Jullien.
Macron Sunglasses Generate Unprecedented Interest
Throughout the highly-publicized Davos event, the French president wore Maison Henry Jullien’s Pacific S 01 model, a luxury eyewear piece priced at €659 ($774) on the company’s website. According to the firm, the surge in attention forced them to create a temporary webpage dedicated exclusively to the Macron-preferred model. The original product page experienced unprecedented traffic that threatened website stability.
Additionally, the company acknowledged the exceptional circumstances in a message posted on the temporary page. “Following the significant visibility of the Pacific by Henry Jullien model, worn by President Emmanuel Macron at the Davos Forum, our eShop website is experiencing an exceptional volume of visits and enquiries,” the notice stated. The temporary page was established to ensure stable and secure access for potential customers.
Medical Condition Prompts Eyewear Choice
Macron has been wearing sunglasses since January 15 due to a broken blood vessel in his eye, which causes his eye to appear red. The 48-year-old French leader publicly addressed the condition, describing it as “totally benign” to reassure the public. However, the medical issue thrust the relatively unknown eyewear brand into the international spotlight.
Meanwhile, the sunglasses became a talking point at Davos beyond fashion circles. President Donald Trump referenced Macron’s eyewear during his own speech at the forum, questioning the French leader’s condition. “I watched him yesterday with those beautiful sunglasses,” Trump remarked, adding, “What the hell happened?”
Stock Market Response to Celebrity Endorsement
In contrast to typical market movements for small-cap companies, the iVision Tech stock response demonstrated immediate and substantial gains. Speaking with Reuters, iVision Tech CEO Stefano Fulchir acknowledged the unprecedented market reaction. The executive confirmed that Macron’s high-profile appearance in the Maison Henry Jullien sunglasses “certainly created a wow effect on the stock.”
The French president wore the designer sunglasses during multiple high-visibility moments at the World Economic Forum. He appeared in the eyewear during a panel discussion with BlackRock CEO Larry Fink, delivered a solo speech while wearing them, and was photographed around the Swiss town throughout the week. Each appearance amplified public interest in the luxury brand.
Luxury Eyewear Market Implications
The incident highlights how celebrity endorsement, even when unintentional, can dramatically impact small luxury brands in the competitive eyewear market. The price point of nearly $800 positions the Pacific S 01 model in the premium segment, yet consumer interest appears undeterred by the cost. This suggests strong demand for products associated with world leaders and fashion-forward political figures.
Furthermore, the temporary website solution indicates the company was unprepared for such sudden attention, raising questions about inventory levels and production capacity. The firm has not disclosed whether it can meet the surge in demand or how long fulfillment might take for new orders.
The cause of Macron’s eye condition remains unconfirmed by medical authorities, though the president indicated it poses no serious health concerns. It remains uncertain how long Macron will continue wearing sunglasses publicly or whether sustained visibility will translate into long-term brand growth for iVision Tech and its Maison Henry Jullien subsidiary.
