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The Ice-Watch time deserves 60 seconds of reading...

Time has never really been the same since the arrival of Ice-Watch on the watch market in 2007. A watch whose colorful concept focused on fashion and accessibility would spawn an international, intergenerational brand and intercultural 'well in its needles'. Since then, it has continued to tick, evolve and invent new collections in complete transparency. A value conveyed by the name it chose: ICE.

His bold move - transforming the watch into a fashionable yet chic accessory - could have melted like ice cream in the sun. On the contrary, it has become one of the coolest successes on the planet. For this, the Ice-Watch brand has chosen to live every minute of controlled globalization and to find skills where they are. Question of good tempo. At the service of its creation without borders, there is the talent 'designed in Belgium' and the seriousness of Belgian services, the quality of Japanese movements (Miyota), Chinese expertise in production and assembly, the organization Hong Kong for logistics and distribution. It is said that we judge a tree by its roots: they remain firmly planted in Belgium thanks to the will of the founder and CEO of the Ice-Watch brand, Jean-Pierre Lutgen. Marketing, communication, legal aspects and web actions are divided between Brussels and Bastogne where local roots were further strengthened in 2014 with the construction of a 6,000 m2 European storage center. From cog to cog, from united teams to dynamic partners, from sharp designers to committed distributors, the Ice-Watch brand has given itself the means to constantly increase its presence on an international scale.

Flexibility and reactivity being encouraged at each level, we better understand how a simple idea could evolve into a trendy accessory worn by the whole world. Multi-styles: minimalist, sporty, urban, ultra colorful, glamorous, romantic. Multi-material: Ice-Ramic, silicone, metal, leather. Multi-public: men, women, kids and juniors. Multi-desires: 8 to 10 new collections per year, equipped with a screwed back and therefore waterproof up to 10 ATM. Collectors and more targeted models appear through partnerships and prestigious co-branding (BMW Motorsport, Pantone Universe, Course Vendée Globe). The wide range of Ice-Watch watches can adapt to the lives and activities of those who wear them. More than a marketing strategy, it is the commitment of a leading and legitimate brand in its sector.

The Ice-Watch brand benefits from strong visibility, whether on the wrist, in "BeCubic" piggy bank boxes, on social networks (4,500,000 Facebook fans) or through the vast network of Flagship Stores, Ice-Watch. Stores, kiosks and reseller points of sale. Its collections have generated multiple product placements on the international music scene: Black Eyed Peas, Jennifer Lopez, David Guetta, etc.

Their muscular dynamism attracted great sportsmen who played ambassadors: Philippe Gilbert, world cycling champion, swimmer Florent Manaudou and DTM championship driver Marco Wittmann at the wheel of his Ice-Watch BMW M4. Now, the Ice-Watch brand can boast good television ratings thanks to the cutest Miss Weather: Tatiana Silva, the pretty Belgian who now calls the shots on TF1, the leading French television channel.

In 2017, the Ice-Watch brand celebrates its 10th anniversary by inviting all its partners and collaborators to Bastogne (Belgium) to participate in a “Surreal dinner” organized by Belgian designer Charles Kaisin.

The same year, Jean-Pierre Lutgen was elected Manager of the Year 2017 by Trends Tendances magazine.

In 2020, Ice-Watch surprises again by launching its first solar-powered watch. Free as air, ICE solar power only draws its energy from light. Sustainable, clean, infinitely renewable energy! A brand of the present time, Ice-Watch gradually responds to current aspirations with its own values: optimism, accessibility, simplicity and of course, the cult of color.

With the launch of ICE solar power, Ice-Watch and its teams are supporting citizens who want to take concrete action towards the planet. ICE solar power allows you to express your commitment to responsible consumption. This collection creates a new “green” segment at Ice-Watch while remaining accessible to all, trendy and dynamic.

The Belgian-global brand, which has thus become sustainable, will continue to do what it does best: to set the watch market on fire with affordable prices (from €59) and unfailing dynamism, to innovate, to dare and to dare. Again...

EXCHANGE. YOU CAN.