Time has never quite been the same since the arrival of Ice-Watch to the watch market in 2007. A watch whose colorful fashion-focused and accessible concept would lead to an international, inter-generational and intercultural brand that’s ticking along nicely. Since then it has been constantly ticking away, changing and inventing new collections, with complete transparency. This value is conveyed by its name: ICE.

Its stroke of daring – transforming a watch into a fashion accessory but a chic one at that – could have melted like ice in the sun. On the contrary, it has become one of the coolest successes on the planet. At a time when every minute counts, the Ice-Watch brand ensured its world domination by going out and getting the skills wherever they are.