Ice-Watch : Chalhoub assigned Middle East distribution

By

Matthieu Guinebault

Published
Apr 18, 2014

The Belgian brand that offers watches, glasses and mobile phones has entrusted Chaloub Inc. with its distribution in the Middle East for the next three years. The subsidiary of Chalhoub Group has been tasked with strengthening Ice-Watch’s presence in the UAE, Saudi Arabia, Qatar, Oman Bahrain, Kuwait, Jordan, Egypt, Lebanon, Syria, Iran, Iraq and Yemen.

Chalhoub Group, with its 550 points of sale in 14 markets, specializes in luxury brand distribution. Its market knowledge in the region seems to have dictated the choice of Ice-Watch, which markets itself as a luxury brand at affordable prices. Over a few seasons, the company has built its success on its models' numerous color options, allowing clients to create a custom-tailored look according to their particular tastes.

Having expanded its eyewear collection last year, the company introduced Ice-phones in March, reflecting the affordable price point and colourful look of its other product lines. At the same time, the company is also introducing higher-end products with Ice-Swiss, watches produced in Switzerland that should become available in May. Added to that is last month’s acquisition of high-end, ultra-resistant Patton watches.

Ice-Watch is presently distributed through over 10,000 points of sale throughout Europe, Asia and Australia. Now the company is looking toward the United States and Latin America, while in the meantime re-thinking its strategy for China.

Last year, its turnover saw a 25-30% slump, because of a "return to normal" for sales in Germany, according to founder Jean-Pierre Lutgen.