Olympic athletes, for the most part, don’t prefer to wear watches while competing as it exposes the little intricate machines to abuse. But what we saw at the Paris 2024 Olympics made this year’s game even more impressive.
Time rules all -the track, field and life. During competitions, fractions of a second, down to tenths and even hundredth, can make or break an athlete’s destiny, as the result depends on extremely precise measurements. Using this as a loyal scope to advertise their proximity to sports and proficiency in watchmaking, luxury watch brands place their creations on the wrists of some of the top sports performers. After all, what’s better than the Olympics to attract millions of eyeballs at one time!
For instance, in June, when world champion Noah Lyles set the new US Olympic trial record by winning the 200m in Oregon, nearly 5 million viewers could see the stunning Omega watch on his wrist. Wearing a watch like this during his winning moment is clearly a flex.
What’s behind this trend?
Previously, luxury brands focused more on their product and its associated luxury. With changing times, these companies are picking the top athletes to showcase their watches and precision to the target audience.
The Olympics is a fast and flashy event where athletes accomplish amazing feats. This is the best time to craft an image the audience will respond to. So, luxury watch brands choose athletes as brand champions so they can align themselves with the hallmarks of precision, high performance, prestige, exclusivity, innovation, craftsmanship, and heritage.
With this association, luxury watches have become more accessible. You may not wear them while training or on a race day like the sponsored athletes, but you will definitely swap your smartwatch for a sleek and sporty timepiece from brands like Omega, Rolex, Tag Heuer, and others.
Even though many of you may be hesitant to spend five figures on the watch, the fantastic investment value, ensuring you can sell watches at an even greater price later, can well entice many. Luxury watch brands are playing the long game. They’re associating themselves with major sports players to build strong value and recognition, which will generate loyalty among potential future customers.
Luxury Watches Seen On Athletes At The Olympics 2024
At the 2024 Paris Olympics, athletes were seen wearing unexpected (rather expensive) watches. The watches were personal picks and felt perfectly appropriate for their activity.
Omega Speedmaster ‘Dark Side of the Moon’
Omega, a brand associated with the Moon landing and the official timekeeping of the Olympics, was one of the biggest mentions in the 2024 Olympics, as Noah Lyles wore the Omega Speedmaster to turn heads. The iconic watch brand considers Noah one of the biggest personalities in sports and puts all the eggs in his basket ahead of the games.
The world's fastest man wore Omega’s iconic Speedmaster ‘Dark Side of the Moon’ Ref. 310.92.44.50.01.001 as he crossed the final line. This standout piece is nestled in a 44.25mm black ceramic case, perfectly suited for Noah’s historic Olympic speeds. The ‘Dark Side of the Moon’ was a popular release for the 50th anniversary celebration of the legendary Apollo 8 Mission.
The dial reflects the aesthetics of the Moon’s lunar surface as seen from the Earth, complete with the distressed marks and clouds—exactly how it appears when you look up to it at night. There’s a Saturn V rocket elegantly set on the skeletonised dial. On the reverse, you get a rare sight of the Moon’s dark side, as seen by the brave astronauts during their mission.
It’s safe to say that this Omega is the fastest watch on Earth.
Hublot ‘Classic Fusion’ Titanium
Sprinter and Hublot ambassador Dina Asher-Smith holds British records for 100 and 200-metre races and has won several gold and bronze medals. Her memorable 10.83-second run at the 2019 World Athletics Championships in Doha made her the fastest British woman in the record.
It’s obvious that Smith’s professional life revolved around time, and she tracked it precisely on her Hublot Classic Fusion Titanium timepiece. As every second matters for an athlete, her watch of choice is very appropriate.
With a robust rubber strap, suitable for wearing on the track, the Hublot ‘Classic Fusion’ Titanium Ref. 581.NX.1470.RX has a modest 33mm case that fits seamlessly on her wrist. With a matte dial featuring polished rhodium-plated hands and satin-finished rhodium appliqués, this pretty offering from Hublot is both sporty and refined.
Richard Mille RM 07 04
Jamaican legend Shelly-Ann Fraser-Pryce, who is all set to retire after Paris, announced a partnership with Richard Mille and was spotted wearing the Richard Mille RM 07-04 Automatic sports watch. Fraser, a 10-time world champion, hopes to increase her medal tally of four silvers, three golds, and a bronze at her final Olympic Games in 2024.
The RM 07-04 is the brand's first women’s sports watch. It combines ultra-lightness, extreme skeletonisation, performance, resistance, ergonomics, and architectural benefits, making it a superlative piece. The watch has a compact case with a firm finish for ultimate shock resistance, and the button on the side allows the crown to switch between neutral, winding, and various time-setting modes.
The dial's skeletonised aesthetics make it nearly impossible to read the time during a race, but at only 36 grams, the RM 07-04 is definitely lighter than any of the standard running pieces.
Wrapping Up
The 2024 Olympics showcases incredible athletic performances as well as an array of exquisite luxury watches that make a statement—on and off the field. Those looking to upgrade their watches can definitely consider these pieces as a future reward as they highlight the fusion of precision, style, and prestige, reflecting the Olympic spirit.
