Ice-Watch, a brand best known for its soft silicon timepieces, has created its first collection in steel.
The three-handers with date come in color combinations familiar to Hulk, Pepsi and root beer fans, but prices range from €149 to €169.
The Ice Steel hits the current gender-neutral trend, and the company expects the same models to appeal to both men and women.
There are 32 SKUs, all housing quartz Miyota movements. Options include different dial and bezel colors and a choice of silver and bi-color brushed or polished steel.
Some models also have silicon straps, colored steel bands, and there are variations with Swarovski crystals on the dial.