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Ice-Watch brings Sili Collection at Mirdif store
Apr '10
Accessory addicts and image-concious fashionistas in the UAE can now get their hands on the latest trend to hit the high-street, an Ice-Watch. The hip, 100% Belgian designed watch brand has opened its first store in the UAE at the new Mirdif City Centre. To meet demand, Ice-Watch will also be opening a flagshop at The Mall of Emirates on 10 May, which includes the sale of its largest collection, The Colorful “Sili Collection”.

A fresh and funky new brand, Ice-Watch has taken the world by storm and is already available in more than 55 countries, in over 1000 shops. Regionally, it has seen unanimous success in Lebanon, where four Ice-Watch stores have been opened over the last six months.

The Ice-Watch is designed to be a fashion accessory as well as a watch. Each collection comprises a complete chromatic range presented in a box matching the colour, feel and finish of the watch. The Ice-Watch is also affordably priced with watches starting from as little as 330 AED.

Ice-Watch's new collections and colours are introduced three times a year, ensuring it's always on top of the latest trends and giving wearers the chance to coordinate their watch to their outfit. From bright hues to Swarowski encrusted faces, which are made from CrystallizedTM by Swarovski, there's an Ice-Watch to suit everyone's tastes. For those eager to update their watch to the latest fashion, Ice-Watch will be launching their new collection and colours in June 2010.

“Ice-Watch has been a huge success in Lebanon and, as a trendsetting nation in the region, this has created a demand for Ice-Watches in the UAE. Opening the first Ice-Watch store in the UAE indicates the importance of affordable fashion in the Gulf,” said Roland Poivre, exclusive agent for Ice-watch for the UAE, Lebanon and Cyprus.

All Ice-Watch collections are guaranteed for two years, are unisex and come in different sizes. They are water-resistant from 5 to 10 ATM, depending on the model, with a dial glass in mineral glass, and a date magnifier on the Sili, Gold & Silver, Gold Rose, 1844 and XXL models.

The Ice-Watch concept was born in 2007 following a meeting between Belgian Jean-Pierre Lutgen, the Ice-Watch designer, and the Chinese watch manufacturers Polly Yu and Christy So. At the time, Jean-Pierre Lutgen was in charge of a company selling promotional items in Bastogne, Belgium and was already offering a watch that could be individually personalised.


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