Ice-watch is the mega popular multi coloured silicone watch brand set up by Belgian Jean Pierre Lutgen.
Here he talks about what drove him to conquer the world of time.
WONDERLAND: Why did you want to set up your own watch brand?
Jean Pierre Lutgen: One of my biggest aspirations was to create a brand that is respected by my customers and stood the test of time. Regarding the birth of Ice-Watch, one day I spotted a watch on a table and had a revelation. Everything started from this point. Like the person who spotted Claudia Schiffer in a bar in Germany, I too sensed the potential of this one watch. I wanted to create a silicone wristband watch in a huge range of bright colours, which didn’t exist on the market at the time.
What have been some memorable highpoints in your journey from one little watch to a whole empire?
The Registration of the Ice-Watch trademark at OHIM in 2006 is undoubtedly key. Without this, the brand would not exist. The second one is, without hesitation, Baselworld 2009. We took part to the most important fair in the watch industry which is held each year in Basel in Switzerland!
Did you realise your product had such huge potential when you started out?
We did not realise but we believed in it! We were firmly convinced of the strength of our product. Our start was a very exciting period nevertheless corresponded to taking huge risks.
Why did you want to make the Ice-Watch from Silicon?
I had great experience with silicon thanks to my first promotional products company (silicon wristbands). Silicon is a very smart material that you can create in infinite colors. Based on this we chose to initially build 10 basic colors in our collection. Ice-Watch has brought something new, quirky and different from what had existed until then! Innovation is the ability to change reality and thus changes your perception of reality.
What does the word ‘Ice’ represent to you in the context of the brand?
The word Ice is one part of the name of the brand which was chosen for the values it conveyed, namely transparency and purity.
What other points of difference does Ice-watch have from its competitors?
The success’ key of Ice-Watch is simply a concept that is based on two main pillars: the social value of change and high visibility, but also a trendy target. We’ve created a watch that has a strong visual identity, an affordable watch which fits perfectly in the evolution of consumption and the phenomenon of change.
How important are your ties with musicians and sporting figures?
Our brand has chosen to join the world of music and especially alongside worldwide famous stars! Many celebrities such as Katy Perry, Black Eyed Peas, David Guetta or No Doubt show an Ice-Watch watch in their music video. And since May, it’s been on the wrist of Avril Lavigne, Jennifer Lopez and Jason Derulo ( all show casing the new slimline ICE collection). Moreover, our latest collections designed in partnership with BMW Motorsport and PANTONE provide additional evidence that our brand is seen as a strong and credible partner.
Available from IceWatch.com
Words by Jack Sunnucks
Photography by Harry Carr
Styling by Jayson Hindley