Ice Watch

Ice-Watch is a Belgian brand of wrist watches, launched in 2006 by Jean-Pierre Lutgen from Bastogne, the brother of CD-politician Benoît Lutgen. The timepieces came on the market in 2007 and quickly became a worldwide success. At the beginning of 2010, more than 200,000 per month were sold. [1] The motto of the brand is “Change. You can.” The Ice-Watch brand belongs to the limited liability company TKS S.A., which changed its name to Ice S.A. in October 2012. [2]

The watches are designed in Belgium, and assembled in China. The mechanism comes from Japan (Miyota, subsidiary of Citizen). The case and the straps are plastic (polyamide, polyurethane or silicone) in different colors, from transparent to fluorescent.

Its success owes the brand to a sophisticated marketing strategy, aimed at a young buyers’ audience. In doing so, modern media and techniques are used