s Jean-Pierre Lutgen explains, the watch looks smooth, flat, streamlined and elegant on the wrist and at the same time is protected by a silicone strap which surrounds it like a porthole. Only an expert in the aerodynamic properties of a car could combine these two contrasting concepts successfully.

The sensation of depth, skilfully perfected by creating a tiered dial, conveys the wheel rims of a racing car. The silicone strap is gentle and soft, it is no longer a question of imitating the steel or canvas straps! The material, which almost feels like part of the skin, has a different colour on the inside.

Next there came the announcement that Eden Hazard, the Chelsea and Belgium International footballer was to be their ambassador, and twenty-four hours later Ice-Watch announced their partnership with the Belgium Football Federation - another 100% Belgium happening.

Jean-Pierre Lutgen

So contrary to the odd rumour, Ice-Watch is in great shape. When I asked Jean-Pierre Lutgen how he sees the future of the brand he sat thoughtfully for a moment, then calmly, in a rather fatherly manner said, “For me, Ice-Watch was a baby, then it became an adolescent that went through a little crisis and it’s now a young lady. Then one day you have to marry her, naturally you want it to be into a good family and well brought up.“”Ice-Watch, that young lady, is an exercise of style, an equilibrist, forced to work in the world, but alone. If there’s someone else with her, it would be a little easier, less energy would be used or required. So, naturally, you want to find the right partner, a good one for her. She’s mature enough now to be married and she’s beautiful, but she really doesn’t have to get married, she could quite easily stay alone. I want Ice-Watch to continue. But let’s be honest, you can’t sell your own daughter can you?"