French President Emmanuel Macron’s choice of aviator sunglasses has unexpectedly moved markets, driving shares of their maker iVision Tech nearly 28% higher on Thursday. The spike followed Macron’s appearance at the annual World Economic Forum in Davos, where his look quickly went viral across social media platforms. Investors reacted swiftly as attention focused on the eyewear brand linked to the president’s appearance.
Viral moment triggers market rally
iVision Tech, which owns the French high-end eyewear brand Henry Jullien, confirmed on Wednesday that the model worn by Macron was the Pacific S 01. The company lists the sunglasses on its website with a price tag of 659 euros. As images and clips from the speech spread online, the stock gained strong momentum.
Consequently, the rally added around 3.5 million euros to the Italian company’s market capitalisation.
Chief executive Stefano Fulchir told Reuters that the reaction “certainly created a wow effect on the stock.” He explained that visibility at such a global event brought unprecedented attention to the brand. Moreover, Milan-listed shares had already climbed nearly 6% on Wednesday before automatic trading halts interrupted activity for most of the session. Trading briefly resumed on Thursday before another halt, while the stock remained on track for its biggest one-day gain on record.
Social media buzz and brand recognition fuel attention
Memes, comments, and speculation about Macron’s appearance flooded social media, with many users comparing the look to Tom Cruise’s character in the 1986 film Top Gun. Even US President Donald Trump joined the online conversation, which further amplified global attention. As a result, the eyewear and the company behind it became a trending topic well beyond financial circles.
Macron’s office clarified that he wore sunglasses indoors to protect his eyes after suffering a burst blood vessel. The presidency did not confirm the brand.
However, Fulchir stated that he clearly recognised the Henry Jullien glasses and added that he had sent the model to Macron in 2024. The episode has therefore highlighted how viral moments can quickly translate into real financial impact for consumer brands.
