Ice-Watch’s sponsorship of popular ITV2 dating show Take Me Out has caused sales to soar, according to its UK distributor Peers Hardy.
The company has dubbed the sponsorship a runaway success, with “massive year-on-year increases” being enjoyed by retailers since the sponsorship began.
At the Ice-Watch kiosk in Derby, its owner Karim Merchant says sales have doubled in the past six weeks thanks to the media presence, while Penny Mitchell-Hamlin of Inspired for Brufords in Eastbourne said the show has boosted sales through its Ice-Watch shop-in-shop even further.
As a result, the fashion-led jewellery retailer says it will now be investing in Ice-Watch’s other products to sit alongside its watches.
“Now we are very excited to be launching the new Ice-Phone – sponsor of Take Me Out’s spin-off show, Take Me Out: The Gossip – and Ice-Clock brands. They have brought a real buzz to the store and are going to be the must-have gifts for Christmas and beyond,” said Mitchell-Hamlin.
Peers Hardy has said that its Radley watches have also become a hit in the past year, describing the line as having “exceptional sell-through” in the independent and multiple sectors, while its Kahuna Friendship range – a friendship bracelet style watch – is set to be expanded with more colours and styles in 2013 thanks to the enthusiastic reception from retailers and consumers.