Advertising in the Olympics is a tricky endeavor and is generally frowned upon. The only ads seen inside Olympic stadiums are for OMEGA or sporting apparel worn by the athletes (Nike, Adidas, Speedo, etc.).

Richard Mille seems to have found a way around that, however, by giving Jamaican sprinter Yohan Blake a watch to wear in the 100m race that 2 billion people viewed on Sunday. It’s no secret that Richard Mille likes to advertise their watches’ durability with sports. Rafael Nadal’s custom $525,000 Richard Mille helped propel the brand into the spotlight recently with his victory at the French Open.

Throughout the event, the distinctive lime green Richard Mille stood out on Blake’s wrist – especially in photos.

Although Usain Bolt is sponsored by Hublot and many track athletes wear bracelets, necklaces, and even sunglasses, Yohan Blake appeared to be the only runner wearing a timepiece during the race.

It will be interesting to see how Richard Mille announces their sponsorship with Yohan Blake.

Bolt posed for the crowd after the event and showed great class minutes afterward, pausing a live interview to honor the United States’ national anthem that began to play in the background.

For photos of Usain Bolt and his Richard Mille, click here. A fun fact: the watch’s strap is made of the same leather his 2008 shoe from Beijing was composed of!

Photos from Associated Press, Getty Images, PA, Alex Broadway, and the Daily Mail.

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