As the Paris Olympic medals are embroiled in controversy over discoloration and corrosion issues, criticism against French luxury conglomerate Louis Vuitton Moët Hennessy (LVMH) is intensifying. The Olympic medals, designed by Chaumet, were the promotional Daesang of LVMH during the event, but following the controversy, LVMH is evading responsibility. Chaumet, a French luxury jewelry and watch brand, is part of the LVMH group.
The New York Times (NYT) reported, “It's been just over 100 days since the Olympics ended, but instances of medals corroding continue, with more than 100 athletes already requesting replacements for their damaged medals.” The medals, made of gold, silver, and bronze, were symbolic awards given to athletes who demonstrated their best abilities at the Games; however, NYT noted that LVMH has maintained silence regarding the controversy.
The Paris Olympic medals were designed by Chaumet, a member of LVMH, and produced by the French Mint. This is the first time Chaumet has designed sports medals. The medals feature the goddess of victory, Nike, depicted soaring from the Panathenaic Stadium in Greece, and the Eiffel Tower, symbolizing the host city of Paris. This design went through hundreds of revision processes before finally receiving approval from a special committee composed of athletes and Olympic officials. After the design was finalized, Chaumet designers collaborated with the French Mint to commence the production of the medals. The production took about 15 days, and the medals were coated with a protective polish after being plated in gold, silver, and bronze.
The corrosion issue with the medals has manifested most severely in the bronze medals. Athletes began pointing out discoloration and damage immediately after receiving the medals, and the International Olympic Committee (IOC) promised an apology and to exchange the damaged medals. The French Mint, responsible for producing the medals, explained that it was due to technical issues related to the polish.
However, LVMH is evading responsibility in this matter. A spokesperson for LVMH stated, “We bear no responsibility for the production or quality of the medals,” and declined to comment. This contrasts sharply with LVMH's active promotion of its artisans' involvement in the medal production during the Olympic preparation process. NYT pointed out, “During the Olympics, Chaumet designers proudly showcased the secretive year-long process of the medal design project at the LVMH Club located near the Élysée Palace, the residence of the French president.”
NYT assessed, “For LVMH, this Olympic event represented its first major foray into the sports sector and a unique opportunity to promote the entire corporation. However, due to the medal issues, damage to LVMH’s image, which emphasizes quality and precision, is unavoidable.”