ICE-Watch is relaunching its iconic ICE Generation watches; the collection that catapulted it to worldwide success when it launched in 2007.
The colourful soft silicon family became a social media sensation after the Belgian watch business blew up on Facebook.
It became an international, inter-generational and inter-cultural success for the brand, spotted on the wrists of celebrities from David Guetta to the Black Eyed Peas and many more.
“The ICE Generation is my Madeleine de Proust,” says Jean-Pierre Lutgen, founder and CEO of ICE-Watch. “It is a little nod to luxury while we look forward to a summer filled with colour!”
With everybody needing colour back in their lives, ICE-Watch is reviving those salad days with a 2021 portfolio that has a modernised silhouette, but is unmistakably related to the 2007 original.
A star is (re)born
The 2021 line up of ICE Generation watches come in a cocktail of bold, tangy, fruity, flashy and pastel tones as well as luxury monochrome pieces lit up with gold accents.
Sun ray dials scream summer holidays and the waterproof watches will ensure a perfect tan line.
They go on sale in 38mm or 43mm sizes priced between $99 and $109.
An ideal place to shop for the ICE Generation will be at this summer’s WATCHPRO MARKET, which takes place from August 20 to 23 at Truman Brewery in London’s ultra-hip Shoreditch neighbourhood. (details and tickets here)