Ice-Watch last week opened a flagship store in Geneva, a move that it says showcases its strength of entrepreneurship in a saturated marketplace.
The Belgian brand opened the 20sqm store on Rue du Rive on November 22, taking the brand’s black and multicoloured logo and extending it across the store’s signage, window displays and in-store furniture.
Ice-Watch chief executive Jean-Pierre Lutgen said: “We are very proud that today we can show once more that we are capable of entrepreneurship in a saturated and rather conservative market, such as the watch market, in times of crisis.”
The brand this year hit 1 million fans on Facebook and has recently launched a high-profile TV sponsorship showreel for its Ice-Phone, shown during ITV2 show Take Me Out: The Gossip, created by PixelPhonics.
The brand is currently sold in more than 100 countries, with a number of new flagship stores scheduled for opening in 2013. The brand has sold almost five million watches, mostly in France and Germany, already this year.