The Paris 2024 Olympics: why luxury is investing massively

With nearly 3 billion viewers and anticipated views, the Games are a prime moment for major brands seeking global recognition, a rendezvous that the most prestigious houses cannot afford to miss. Historically, brands engaged alongside the IOC or the Organizing Committees of the Games primarily sold beer and sneakers rather than luxury goods, with a few exceptions. Omega, part of the Swatch Group, has been the official timekeeper of the Olympics since 1932, tied by an agreement with the IOC until 2032. Armani has supplied official uniforms for the Italian team, notably in 2012 in London; Stella McCartney has collaborated with her national team and Ralph Lauren, the supplier of the American Olympic team for 25 years.