True to its motto, “Change. You can”, Belgian horology upstart Ice-Watch seeks to continuously shake up the watch scene with innovation, affordable luxury, trendy designs and very smart partnerships.
“After all, the watch industry has to move around quite a lot, and do it fast,” Ice-Watch founder and CEO Jean-Pierre Lutgen quips.
“This is why our brand launches anything from eight to 10 new collections every year, as such maintaining constant consumer interest and encouraging repeat purchases throughout the year,” he continues.
“It also makes sense why we’ve gone on to do things like embracing other materials for our watches.
“Yes, we started off with materials that people so fondly remember us by from the start of our story way back in 2007 in Bastogne, Belgium − quartz, silicone and plastics − along with exciting colourways to match.”
He then proudly points out the reason for this constant evolution for the brand − such as adopting new materials, like stainless steel − to satisfy watch fans who are in search of accessible luxury.
“For instance, our Ice Steel collection from 2018 marked the first visible departure from the brand’s traditional silicone designs, presenting even more robust timepieces crafted from 316L stainless steel.
“These watches are designed for versatility, blending a masculine, sporty aesthetic with refined metallic finishes.”
He was in Kuala Lumpur at Ampang Point’s Time Zone store for the launch of the brand’s latest Bewatch Chrono collection, a line crafted for men.
Lutgen reveals that the brand also uses plenty of “traditional” watchmaking materials for a more classic aesthetic for some of its lines.
“We introduced leather straps in models such as the Smart TKS 2.0, which features both grained and smooth leather options.
“Meanwhile, some of our newer lifestyle and smartwatches, such as the Smart SQ 2.0, use elegant Milanese mesh bands made of stainless steel.”
And while many fashion watches out there still use acrylic, Lutgen points out that Ice-Watch has standardised mineral glass for its lenses across most new collections to improve scratch resistance and clarity.
“We’ve also started using recycled plastic − from industrial waste − for our iconic packaging and also in certain watch components to reduce our carbon footprint.”
As the brand moves forward, it recognises the eventual decline of the plastic watch trend.
This accounts for why Ice-Watch has shifted towards watches powered by the sun, with its solar-power line back in 2020, and a campaign focusing on renewable energy as well as responsible consumption.
More recently, Ice-Watch also integrated the “Find My” technology into its latest smartwatches like the Smart 3.0, adding modern utility to the brand’s traditional fashion focus.
“After Covid (Covid-19 pandemic), we started moving into smartwatches − very accessible smartwatches − in line with the brand’s original intention to become a watchmaker known for attainable, accessible and trend-driven timepieces right from its inception in 2007.”
According to Lutgen, Ice-Watch decided to enter the smartwatch market post-pandemic to adapt to shifting consumer demands for health monitoring and digital connectivity, with designs still anchored on versatile fashion.
“This took place in 2022, and continues to keep the brand’s cutting edge sharp while expanding its colourful and fashion-forward aesthetic into the realm of very functional technology.
“As far as the business side of things is concerned, we don’t just sell watches at brick-and-mortar outlets.
“Nowadays, we are also heavily invested in selling our watches online,” he says, stressing that Ice-Watch pays a significant (balanced) attention to both its brick-and-mortar presence and its online business.
“Of course, Ice-Watch uses its physical presence to build brand equity, trust and allow customers to experience the product’s colour and feel firsthand.
“This is why the brand is present in over 12,000 points of sales in some 100 countries, including high-visibility travel retail locations at major airports worldwide and aboard flights.”
Lutgen is quick to state that the official Ice-Watch website is definitely a key sales channel, offering a wide range of collections and online sales-specific products.
“This has gone a long way to add to the fact that we have sold over 25 million watches since the brand’s inception!”
No doubt, Ice-Watch has successfully generated plenty of visibility through its brand ambassadors from the international sports and music scenes, as well as through partnerships and co-branding with prestigious companies such as car manufacturer BMW, Coca-Cola and Pantone Universe.
“In 2012, we partnered with the global authority on colour through the ‘Pantone Universe by Ice-Watch’ collection that focused on bold, colourful designs.
“Then, our ongoing partnership with BMW Motorsport took off in 2013, and this has seen various Ice-Watch BMW Motorsport branded watches available, listed as official licensed products.”
Lutgen went on to say that Eden Hazard, the former Chelsea and Belgian national team football star, was perhaps the most high-profile ambassador so far to represent the brand’s accessible, bold and ener- getic image when he signed on to represent Ice-Watch in 2018.
“And 2021 saw our present partnership with Coco-Cola unfurl when we launched the Ice-Watch x Coca-Cola collection, specifically utilising the eco-friendly Ice Solar Power model that’s powered exclusively by the sun.
“It just enforces our brand’s image as a trendy and accessible fashion brand that leverages pop culture, popular branding and sustainable innovation to appeal to the younger, environmentally conscious and fashion-forward watch fans of today,” Lutgen concludes.
A closer look at the Bewatch collection.
At the Ice-Watch Bewatch launch at Time Zone in Ampang, Selangor. — YAP CHEE HONG/The Star
Ice-Watch founder Lutgen says the brand uses plenty of traditional watchmaking materials. — YAP CHEE HONG/The Star
Model wearing Bewatch in black and turqoise. — Photos: Ice-Watch
At the unveiling of the Bewatch collection with Ice-Watch founder Lutgen (centre left) and Ice-Watch Malaysia and Time Zone Sdn Bhd owner Datuk Seri Meer Habib (centre right).
Bewatch in white chromatic.
Ice-Watch Bewatch in timeless blue.
Ice-Watch Bewatch in blue and white.
