Ice-Watch's Ice White 'Jeans' Big model which featured on David Guetta's wrist in his latest video
Ice-Watch to feature in David Guetta video
By Sonia Nair
Belgian watch brand Ice-Watch has collaborated with French house music producer and DJ David Guetta for the second time, in the video for his latest single, Where Them Girls At, as part of a global product placement campaign.
Guetta can be spotted in the video wearing Ice-Watch’s Ice White ‘Jeans’ Big model, which was launched in Australia in March. The collaboration marks the second time Ice-Watch has worked with Guetta; the first time was in 2009 when the brand’s Red Unisex Sili Watch was featured in Guetta’s ‘One Love’ video.
Larry Porter, chief executive of Ice-Watch’s Australian distributor Bolt International, said Guetta was an ideal fit for the brand’s target market due to his mass appeal.
“Our demographic in general is very broad as our philosophy is to be inclusive. David Guetta has a loyal following of fans within a core demographic of 16 to 35-years-old,” Porter said.
“We felt it was a natural fit as Ice-Watch at the same time has achieved significant growth internationally and this was a perfect opportunity to be involved with another hit single to leverage our global visibility,” he added.
Porter said Ice-Watch had maximised awareness of the campaign through its press agents and hoped the well-timed song release would create additional excitement and momentum for the brand as it moved into the second half of the year.
He also revealed that Ice-Watch is due to announce a new design collaboration that he hoped would further drive sales of the brand’s timepieces.
“These associations are fantastic to gain awareness from a wide audience who are all our target demographic internationally and locally. One can expect these type of collaborations will continue and potentially on a greater scale,” Porter said.
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