Watch for Blake's watch
It seems an odd accessory to wear in a 200-metre dash. Almost-fastest man in the world Yohan Blake has started sporting a custom-made $500,000 Richard Mille watch in his sprint heats.
The large and distinctive yellow and green timepiece has shown up in photographs Tuesday and Wednesday of Blake, providing lucrative exposure for the celebrity watchmaker.
And that, says the Hollywood Reporter, has caught the eye of the International Olympic Committee brand police. Omega is the official sponsor of the Games, so Blake could be in trouble for flashing a different brand.
Richard Mille, which famously gave tennis star Rafael Nadal a watch stolen from him, introduced the new Topurbillon watch a few days ago with a coy reference to its new high-profile pitchman, the industry newsletter WatchPro reported. Then Blake started streaking down the track with his own timekeeper strapped to his wrist.
The IOC's vigilance in protecting its sponsors has forced U.S. runner Nick Symmonds to cover a sponsor's tattoo and Chinese archery bronze medallist Dai Xiaoxiang to tape over the "Chicago Bears" insignia on his hat.
Blake and rival Usain Bolt compete today at 3:55 p.m. Eastern time in the men's 200-metre final. Keep your eyes on Blake's wrist.