The J/$\psi$$\to$$\mu^+\mu^-\mu^+\mu^-$ decay has been observed with a statistical significance in excess of five standard deviations. The analysis is based on an event sample of proton-proton collisions at a center-of-mass energy of 13 TeV, collected by the CMS experiment in 2018 and corresponding to an integrated luminosity of 33.6 fb$^{-1}$. Normalizing to the J/$\psi$$\to$$\mu^+\mu^-$ decay mode leads to a branching fraction [10.1 $^{+3.3}_{-2.7}$ (stat) $\pm$ 0.4 (syst)] $\times$ 10$^{-7}$, a value that is consistent with the standard model prediction.
$\mathrm{J}\mspace{-2mu}/\mspace{-2mu}\psi \to \mu\mu\mu\mu$ branching fraction
$\mathcal{B}(\mathrm{J}\mspace{-2mu}/\mspace{-2mu}\psi \to \mu\mu\mu\mu)$ / $\mathcal{B}(\mathrm{J}\mspace{-2mu}/\mspace{-2mu}\psi \to \mu\mu)$ ratio