Presidential Endorsement Sends French Eyewear Maker Soaring, But Can It Revive a Fading Industry?
The power of a presidential accessory was on full display this week as French eyewear manufacturer Henry Jullien finds itself at the center of an unexpected global phenomenon. The catalyst? A pair of sleek, blue-lensed aviator sunglasses worn by President Emmanuel Macron during a tense on-stage exchange with former U.S. President Donald Trump at the World Economic Forum in Davos.
For Stefano Fulchir, CEO of iVision Tech—the Italian group that acquired the struggling French brand in 2023—the aftermath has been nothing short of staggering. "The volume of international inquiries has been overwhelming," Fulchir noted. "It's provided a level of visibility we couldn't have purchased." The brand's dedicated website buckled under the traffic surge, forcing the launch of a temporary page solely for the 'Pacific S01' model, priced at 659 euros. Online sales have exceeded 500 units, a significant spike for a house that produces only about 1,000 pairs annually. iVision Tech's stock price rallied 70 percent in the days following the event.
The sunglasses, crafted with gold wire through a meticulous 279-step process taking four months, were originally ordered by Macron in 2024. "The President requested two pairs," Fulchir explained, "one for himself and one intended as a gift for a minister during the G20." Veteran craftsman Herve Basset, 60, who has devoted most of his career to Henry Jullien, recalled the care taken: "We pampered both pairs, of course." The workshop team later received personal thank-you letters from the Élysée Palace, a gesture appreciated by long-time employee Karine Pelissard.
Yet, behind the glamour of a presidential endorsement lies a harsher reality for France's historic eyewear heartland in the Jura region. Established in the late 18th century, the industry has been decimated by competition from lower-cost Asian manufacturers. Where 10,000 jobs existed in the 1950s, only about 800 remain across some 50 firms today. Henry Jullien itself has shrunk from 180 employees fifteen years ago to just ten at its Jura site today, with additional production handled in Martignacco, Italy.
Fulchir emphasizes authenticity, with each frame stamped either "Made in France" or "Made in Italy"—labels he calls "the most important in the industry." However, Julien Forestier, head of the Jura eyewear makers' union, is skeptical of the long-term impact. "This buzz will bring nothing to the local industry," he lamented. "Only a handful of firms are still fighting for French manufacturing. Even opticians are losing faith in the 'Made in France' label."
Voices from the Readers:
"Pierre L., Marketing Executive in Lyon: "A masterclass in accidental marketing. This shows the enduring value of craftsmanship and a compelling story in a world saturated with fast fashion."
"Chloé R., Retail Analyst in Paris: "The stock jump is a short-term sentiment spike. The fundamental challenge of cost competition hasn't changed. I'll be watching the sales figures in six months."
"Antoine B., Former Jura Workshop Manager (retired): "It's bittersweet. My heart swells to see our craft recognized, but my head knows one photo-op won't bring back the thousands of jobs we've lost. The politicians wear the glasses, but who will save the factories?"
"Sophie M., Luxury Goods Blogger in Milan: "This perfectly blends political narrative with luxury allure. The 'dual origin' story—French design, Italian ownership—is actually a strength, appealing to a broader European luxury consumer."