Ice-Watch advances from playful to glamorous for its AW18 collection and campain


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.

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“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.


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Tags : ice watch
Rob Corder

The author Rob Corder