Excessively hot and dizzyingly glamorous are not the sort of descriptions most people would have associated with Ice-Watch in its explosive first few years when its playful silicon watches took the UK market by storm.
But after a quieter five years, the Belgian watch business is back with a sizzling promotion with its Ice Glam Red collections.
The watches, which come in 34mm or 40mm versions, are part of a fresh manifesto at Ice, which is urging customers (and retail partners) to be bold, daring and self-confident.
“With the ICE Glam Red, the chromatic fire ignites, explodes and pulverises expressionless shades. This watch will set your entire wardrobe on fire. It acts as a flaming torch wrapped around the wrist that injects your outfit with colour,” the company says with measured restraint.
Dialing up the rhetoric, Ice continues: “This beautiful she-devil is conducive to a total look and serves to set off shades under its influence: brown, grey, black, white. She’s a hot tip for women who want a beautiful way to set their look on fire.”
The watches, both targeted predominately at ladies, retail for £85.
