After opening its first flagship store just a stone’s throw from the numerous high-end watch boutiques in Geneva last year, Ice-Watch opened its second flagship store in Zurich at the start of this month.

The shop, which was designed by the Belgian brand’s own architect, is located on the banks of the Limmat in the old town of Zurich and shows the world of Ice-Watch in a 42m² retail space.

Exterior view of the Ice-Watch store in Zurich

Ice-Watch’s philosophy is reflected in the brand’s slogan, “Change. You can”, encouraging people to change their watches according to trends and the seasons, something that is easily possible given the affordable nature of the brand’s timepieces. But in addition to the now iconic models with plastic cases and silicone straps, Ice-Watch is introducing new models such as leather, denim and stainless steel into the collection in the run-up to this year’s Christmas shopping period.

Interior view of the Ice-Watch store in Zurich

With almost five million fans on Facebook, close to 12,000 points of sale worldwide and some 10 million watches sold since the brand’s launch in 2006, Ice-Watch is a force to be reckoned with in the affordable watch segment.