Jean-Pierre Lutgen is the founder and chief executive of Ice-Watch, one of the brands leading the charge in the sub-£500 category. While in London to promote new collection F*** Me I’m Famous he spoke to Rachael Taylor about his brand.
Ice-Watch led the popularity for brightly coloured watches – how will it move forward?
We are designing on the watch dials for the first time.
Why are watches in the sub-£500 category doing so well?
People like to change their watch more often. In the past people were more stable and conservative but with Ice-Watch you can change because of the accessible price points. Now at work you can wear an Omega and when you go to a party you can change your watch.
What is Ice-Watch doing to encourage collectors?
We have made a box to put the watches in that is the same colour as the watch they have bought.
What are your plans for the UK?
We want more independent stores and point of sales, and we want to increase sales. We want more space and better locations in shops. We have also just launched in Selfridges in London.
This article was taken from the May 2012 issue of WatchPro magazine, out now. To view a digital version of the magazine click here.