Parisian jewellery brand Chaumet created this year’s medals, the first high-end jeweller to be commissioned to do so courtesy of the major sponsorship agreement with Louis Vuitton Moët Hennessy (LVMH).
Chaumet incorporated material from the Eiffel Tower into every medal for an additional French flavour.
Pandora released a nine-piece capsule collection, including a bracelet and charms with mascots and symbols associated with the Olympics. The campaign featured two French athletes - boxer Estelle Mossely and footballer Sakina Karchaoui.
The Olympic Games has traditionally attempted to minimise excessive branding of the event, restricting product placement to preserve prestige.
This presents a challenge to brands looking to capitalise on the extensive viewership of the Olympic Games – with a key example being the traditionally unremarkable apparel worn by athletes.
Fashion and culture journalist Amy Odell argued that LVMH has successfully circumvented the supposed ‘brand-free zone’ to an impressive degree.
“LVMH managed to turn the Olympics Opening Ceremony into a giant ad for itself. As athletes proceeded down the Seine in their respective countries’ boats, LVMH brands didn’t just insert themselves here and there; they were more like a marketing patina over the entire thing,” she writes.
“LVMH’s branding in the Opening Ceremony was a brilliant sponsorship play, but it certainly opens the door for more brands, fashion or otherwise, to use the Games for overt product placement.
“Today, it’s watching a trunk get made, which LVMH has successfully convinced the public over decades is worth romanticising. In four years, it could be watching Team USA gymnast Sunisa Lee apply for a credit card before she takes her turn with the torch.”
Omega has been the official timekeeper of the Olympic Games since 1932 and has released two special edition products to mark the occasion. The first is a Seamaster Diver 300M, which features a blend of steel and 18-carat proprietary Moonshine gold.
The second release is a Speedmaster Chronoscope, unveiled 100 days before the opening ceremony on 26 July. The design is available in four models, and the commemorative case back includes a Paris 2024 logo.
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