Ice-Watch has unveiled its new brand ambassador, young Belgian Axelle Despiegelaere, who enjoyed a meteoric rise to fame during last year’s football world cup in Brazil.
After being pictured in the crowd during one of Belgium’s world cup matches sporting red horns and with her country’s colours painted on her face, her image went viral on social media sites, leading to Despiegelaere being offered modelling contracts by well-known cosmetics companies.
Now Ice-Watch, which recently opened new stores in Tokyo, Kuala Lumpur and Frankfurt, has aligned itself with the youngster, who it sees as an ideal fit with its own brand principles. “Like many people in Belgium, I was enchanted with this unknown young girl, whose spontaneity, freshness and enthusiasm set her apart during the World Cup in Brazil," said CEO of Ice-Watch Jean-Pierre Lutgen upon her unveiling as an ambassador for the brand.
Despiegelaere herself said she loves Ice-Watch because of its fun, easy-to-wear models, innovative designs and affordable price tags. “I am delighted to be representing Ice-Watch. We share a lot of character traits and values. We are both Belgian, young, dynamic and fearless. Ice-Watch is an ambitious brand which has achieved international success and this is a very exciting project," Despiegelaere enthused.
This latest addition to Ice-Watch’s list of ambassadors (which includes racing driver Marco Wittmann, cyclist Philippe Gilbert and swimmer Florent Manaudou) represents a concerted effort by the brand to connect with young people who are on-trend, forward-thinking and outgoing.
"I am delighted that she has agreed to become the face of our brand, as, in my opinion, this young Belgian woman is the perfect reflection of the dynamism and accessibility of Ice-Watch," concluded Ice-Watch CEO, Lutgen.