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West End relaunches Ice-Watch

Ice-Watch, the Belgian brand that took the world by storm in 2007, has found a new home in Australia. West End Collection has taken over the Australian and New Zealand distribution of the colourful watch brand.

West End Collection general manager John Rose said he has always been impressed with the creativity and style that Ice-Watches have brought to the watch industry.

“From their launch in 2007, Ice-Watches transformed the watch industry by introducing colourful, fun, well-priced timepieces to the international market,” Rose said.

West End Collection was approached by Ice-Watch in September 2018 at the Watch & Clock Fair in Hong Kong. Ice-Watch has experienced strong growth globally over the past three years, with a focus on exciting new designs and a strong marketing push.

Rose said customers in Australia and New Zealand appreciate Ice-Watch’s high quality and water resistance, stylish and eye-catching look, and achievable price point. “This segment of the market is uniquely dominated by Ice-Watch, making it the perfect addition to our portfolio of high profile international brands,” he said, adding: “By utilising the expertise and infrastructure that West End Collection has to offer, we aim to build Ice-Watches throughout Australia and New Zealand to the standards that are being realised internationally.”

As part of West End’s takeover, Ice-Watch stockists are being contacted to swap discontinued models for new releases, and will have fresh displays installed in every store. Rose explained that the aim was to “completely reset the local market”.

The Ice-Watch contract follows West End’s addition of German watch and jewellery company Paul Hewitt to its stable of brands late last year, after its deal with Daniel Wellington came to an end.

Ice-Watch was previously distributed in Australia by Bolt International.



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Wednesday, 08 July, 2020 09:31pm
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