Founded in Belgium in 2006, the brand Ice Watch quickly gained international success, thanks to its colorful and inexpensive watches. Its trajectory has often led it to be compared to Swatch, but in reality, what are these products worth? Is the quality up to par? We give you our opinion on Ice Watch watches.
The history of the Ice Watch brand
At the beginning of the 2000s, the Belgian entrepreneur Jean-Pierre Lutgen is at the head of a company that markets promotional items, notably silicone bracelets. But in 2006, he decides to launch into the watch market with his brand Ice Watch. The recipe is simple (and inevitably reminiscent of the example of Swatch): create colorful watches with silicone straps, inexpensive and fun.
Conceived as an “intercultural and intergenerational watch”, the Ice Watch becomes within a few months a “must-have accessory to wear and to gift”. It attracts both children and elderly people alike, and its fame explodes thanks to well-chosen product placements. Stars such as David Guetta, Katy Perry or Eden Hazard have been seen with an Ice Watch on their wrist.
Since 2012, the brand has climbed into the top 5 most-sold watch brands (across all segments) with a 3.9% market share according to GFK. Obviously, this success doesn’t please everyone, particularly the main competitor Swatch, which has ramped up its legal actions against this inconvenient newcomer. Other criticisms point to a 100% Chinese production, which Ice Watch has never tried to hide.
After seeking to evolve, diversify its collections and slightly moving upmarket, Ice Watch seems to experience a growth crisis towards the end of the 2010s (even after attempting an incursion into the tablet and smartphone market). In search of a second wind, the brand tries to reinvent itself and refocus on what it does best: watches. In 2020, it thus unveils its first solar-powered watch, the Ice Solar Power. Then in 2023, the Belgian company surprises again by launching its first connected watch, the Ice Smart One, available for less than 100 euros and its first connected rings.
Our opinion on Ice Watch
The “made in China” watches from Ice Watch don’t appeal to everyone, it’s been said. But with many products offered between 50 and 100€, its range is quite coherent.
Of course, you shouldn’t expect a high-end product for this price, but you will get your money’s worth. And Ice Watch has never tried to pretend otherwise!
The iconic watches of Ice Watch
The model that best embodies the Ice Watch DNA today is obviously the Ice Solar Power. Equipped with a 40mm diameter polyamide case and a silicone strap, it is very comfortable and lightweight (no more than 30 grams!).
She stands out mainly for her solar-powered movement, a Miyota that recharges with natural light (like Citizen’s Eco Drive) and thus offers almost unlimited autonomy to the watch.
In a slightly more sporty register, the Ice Chrono is another sure value of the brand. Available in a multitude of colors, this watch is presented as “the only chrono with a case made from bioplastic, a bio-sourced material”!
We particularly like certain variants, which resemble traditional steel chronos or which offer a more refined look, like the Ice Chrono Trilogy. All while being powered by a Japanese quartz movement, with a price less than 150€.
Finally, after a first version that enjoyed great public success despite some reservations expressed by journalists, Ice Watch renewed its smartwatch at the end of 2023. And it must be recognized that the improvements are substantial with the new Ice Smart Two, featuring a rectangular case, Amoled display and IP68 certification, while being compatible with Android and iOS. With its selling price set at 99€, it is also one of the most affordable on the market.
Where to buy Ice Watch watches?
With over 3000 point of sales listed, Ice Watch enjoys great visibility. The brand’s collections can be found in many jewellery and watch shops, but also at Fnac (for its smartwatch) and even in some large supermarkets. This observation also applies to the internet, where the watches are available on a very large number of e-commerce sites.
Current Ice Watch Promotions
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Latest news from the brand
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