Hèrmes Dynamics: Introducing Latest Women's Watch Collection

2024 Paris Olympics: French luxury brands promote female athletics.


Leading up to the 2024 Paris Olympics, there's an intriguing fusion between the realms of luxury and sports.

Anticipating a staggering influx of around 15.3 million visitors to Paris during the event, there arises the question of whether this surge of tourists will translate into heightened sales for luxury brands in the months to follow.

While the outcome remains uncertain at present, there's a discernible inclination among luxury houses to integrate this significant event into their repertoire of consumer engagement initiatives and become an integral part of the spectacle.

The 2024 Olympics are expected to make a substantial impact on the French luxury landscape, not only delving into sports themes but also actively targeting female consumers and athletes.

The Hèrmes perspective on female sports

The viewership of women's sports has steadily surged, particularly during marquee events like the Olympics, opening up numerous commercial opportunities. This presents a golden opportunity for fashion and beauty brands, whose primary demographic comprises women.

Hermès is gearing up for one of its most significant unveilings—a women's watch line—scheduled for April 9th. At the Watches and Wonders event commencing in Geneva, Hermès will debut a new collection of sports watches tailored for women, boasting mechanical movements. This launch follows a period of sustained growth for Hermès' watch division and aligns with their long-term strategy of delving into mechanical watchmaking.

Dubbed the Hermès Cut, this line marks the luxury house's inaugural mainstream women's collection of daily steel sports watches, effectively bridging a gap in its product range. 

The design, spearheaded by Philippe Delhotal, Hermès' watch division's creative director, integrates geometric elements, featuring a "circle within a round shape." 

The Hermès Cut comes in four distinct designs, offering variations in steel or two-tone steel and rose gold, each optionally adorned with 56 natural diamonds on the bezel. While historically skewed towards women, Hermès aims to achieve a more balanced gender split among its watch clientele.

Paris Olympics and luxury fashion

In the realm of sports and luxury fashion for women, the conventional justifications for neglecting female athletes—such as a smaller audience, perceived lack of excitement, and associated risks—are being challenged.

With the 2024 Olympics, Hermès endeavors not only to bolster its reputation as a watchmaker but also to cater to its female clientele, empowering women with active lifestyles who still prioritize elegance. Notably, the iconic Hermès orange prominently features in the Cut collection, echoing the brand's distinctive aesthetic. 

Expanding the spectrum of luxury offerings tied to the Paris Olympics, LVMH disclosed in July 2023 its role as the premium partner for the forthcoming summer Olympics in Paris, including the design of gold, silver, and bronze medals for all competitions.

With Paris poised to host the 2024 Olympics, backed by 150 million euros worth of sponsorship from LVMH Moët Hennessy Louis Vuitton, it's unsurprising that several museums in the French capital are exploring the burgeoning intersection of fashion and sports.

An exhibition titled "La Mode En Mouvement" or "Fashion and Movement," inaugurated at the Palais Galliera in June, is slated to run until Sept. 7, 2025.

While Chaumet is responsible for crafting the Olympic medals, Omega, under the Swatch Group umbrella, holds the mantle of the official timekeeper for the Olympics.

Louis Vuitton's iconic trunks will safeguard and showcase the torches, embarking on a journey across France in the lead-up to the games. Designed by French visionary Mathieu Lehanneur, the Olympic torch will go from Olympia to Marseille on 8 May before culminating in Paris on 14 July, coinciding with Bastille Day.

The intertwining of luxury and sports in anticipation of the 2024 Paris Olympics signifies a dynamic shift in consumer engagement and brand strategy.

With luxury brands embracing major sporting events, especially in targeting female consumers and athletes, there's a palpable sense of inclusivity and empowerment