Ice-Watch proves it's hot stuff in Cannes - 13/11/09
BELGIUM. The 2009 TFWA World Exhibition saw the colourful debut of the unisex Ice-Watch watch brand, featuring 100% Belgian design.

After just two years in business, the new Ice-Watch brand is available in more than 60 sales outlets in Belgium and over 500 points of sale across more than 20 countries in Asia, Europe and the US.

The Ice-Watch is designed to be a fashion accessory as well as a watch. Each collection comprises a complete chromatic range presented in a box matching the colour, feel and finish of the watch. The product is also affordably priced, from Ä59, whatever the collection, according to the company.

The polycarbonate Becubic packaging is designed to be original, playful, reusable and useful.

Ice-Watch comprises 10 lines with two new collections scheduled each year. Depending on the collection, the bracelets are made of polycarbonate, rubber or silicone, and often, on certain timer watches, the faces are set with stones. All the lines are unisex and water-resistant to 3, 5 or 10 ATM.

June 2009 saw the launch of the Neon line, with bracelets in four fluorescent colours. The packaging is also fluorescent, matching the colour of the watch.

The Chromatic and Sili collections offer a wide choice of colours, "from sober to flashy", with a polycarbonate or silicone texture for the bracelet.

The Gold & Silver collection (leather bracelet) and the Gold Rose, Stone (silicone or polycarbonate bracelet) and XXL (rubber bracelet) can be worn in the evening.

The Chrono models are developed for sportspeople, while the Ocean and 1844 collections are more understated and can be worn on any occasion. The special feature of the Ocean model is its square face.

All Ice-Watch collections are guaranteed for two years, are unisex and come in different sizes. They are water-resistant from 3 to 10 ATM, depending on the model, with a dial glass in mineral glass, and a date magnifier on the Sili, Gold & Silver, Gold Rose, 1844 and XXL models.

The crown, case back and the bracelet buckle are in stainless steel, the movement is Miyota and the hands are luminous. The bracelets come in rubber, leather and bulk-coloured polycarbonate or silicone.

About Ice-Watch

The Ice-Watch concept was born in 2007 following a meeting between Belgian Jean-Pierre Lutgen, the Ice-Watch designer, and the Chinese watch manufacturers Polly Yu and Christy So. At the time, Jean-Pierre Lutgen was in charge of a company selling promotional items in Bastogne, Belgium and was already offering a watch that could be individually personalised.

Today, two years after the emergence of the brand, Ice-Watches are conceived and designed in Belgium, manufactured in Shenzhen and distributed via Hong Kong in more than 27 countries in Europe, Asia and the US and through more than 500 sales outlets worldwide.

Available in a number of colours and sizes, Ice-Watch offers rose gold, timer watches and inlays of crystals made of Crystallized by Swarovski.

Published: 13/11/09

Source: ©The Moodie Report

By Mary Jane Pittilla, Brands Editor