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Ice-Watch diversifies, strengthens its watch collection

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September 2015


The Belgian brand has released two new watch lines, the ICE Glitter and ICE City, appealing to a broader demographic, for versatile wear both during the day and at night.

Ice-Watch timepieces are known for being bold. They are also known as one of the top competitors to the Swatch Group’s Swatch line of watches. They provide a dose of colour and style at a very affordable price, typically orientated towards younger demographics.

The brand – which was founded as recently as 2006 – has just launched two new watch lines, which add a bit more versatility and elegance to their collection. First up is the ICE glitter line. Intended to inject some glamour into Autumn, this is a rather feminine, shimmering timepiece that will certainly catch the eye at night time.

Ice-Watch diversifies, strengthens its watch collection

The ICE glitter is available both in black or white one-piece silicone variants, with the dial set with either sparkling pink, gold, silver or black sequins, with hands to match. The brand’s tag line for this watch is “for women who dare to dazzle!” and this watch certainly does that. Yet it does so in a different, more elegant manner than their famously bold uni-colour models.

Ice-Watch diversifies, strengthens its watch collection

Interestingly, it is advertised in two sizes, a “Small” of 38 mm, and a “Unisex” in a larger 43mm model. For a watch that is billed as one for women who dare to dazzle, offering a unisex model is certainly a move as bold as the watch itself.

The second line is also a bit of a departure from what we expect from Ice-Watch, and it’s a great addition to round off their collection. The ICE City line provides casual elegance, through a modern design with an ultra-slim steel case and a clean, pared-down dial, which is available in either a 36 mm and 41 mm variant.

Ice-Watch diversifies, strengthens its watch collection

The first sixteen models in the line come with one of four different leather wristbands that can accentuate any style. Each model is also delivered with a free additional Nato-style nylon strap for a sportier alternative.

Such designs are increasingly common in the lower price segment of timepieces, trying to provide a modern take on tradition at an affordable price. Recent start-up Daniel Wellington comes to mind, which has had success in penetrating the market with a similarly minimalist and elegant design.

Ice-Watch diversifies, strengthens its watch collection

Although the ICE City is a bit more casual, and perhaps more versatile comparatively speaking, it is also slightly cheaper. With this line, Ice-Watch has rounded off their collection rather well, providing something for everyone.