Macron’s Davos Sunglasses Spark Global Surge for Heritage Eyewear Brand
A pair of aviator sunglasses worn by French President Emmanuel Macron during a high-profile moment at the World Economic Forum has unexpectedly propelled a small heritage eyewear maker into the global spotlight. The “Top Gun”-style shades, produced by French brand Henry Jullien and owned by Italy’s iVision Tech, have seen a dramatic sales spike after Macron was seen wearing them during a widely noted appearance alongside former U.S. President Donald Trump in Davos. Priced at 659 euros, the blue-lens, silver-frame aviators are now even featured on the French presidency’s online store.
The sudden attention translated into immediate commercial impact. According to iVision Tech CEO Stefano Fulchir, the company has received inquiries from around the world, selling more than 500 pairs online in just days — a major leap for a brand that typically produces about 1,000 pairs annually, including only 200 of the Pacific S01 aviator model. The surge in traffic briefly crashed the company’s website, prompting the launch of a temporary page dedicated to the presidential model. Fulchir added that iVision Tech’s stock price jumped 70 percent within days. Macron had originally ordered the handcrafted glasses in 2024 as a diplomatic gift for a minister during the G20, alongside a pair for himself.
Despite the buzz, the story also highlights the struggles of France’s historic Jura eyewear industry, which dates back to the 18th century but now faces intense competition from lower-cost Asian manufacturers. Henry Jullien, once employing around 180 people, had dwindled to just 15 staff before its 2023 acquisition, with only 10 employees currently remaining in Jura. While each pair of the gold-wire aviators is crafted through a meticulous 279-step process over four months, local industry representatives remain skeptical about long-term benefits. Union officials say the publicity may not reverse the broader decline of French eyewear manufacturing, where only about 50 companies and 800 workers remain — a fraction of the sector’s mid-20th century scale.
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