An international accessories brand has confirmed a local tie-up to launch a “world first” concept in Australia.
Belgium-based brand Ice-Watch launched into the Australian market just three years ago, and has since experienced “tremendous growth that mirrors the global growth”, with the brand ranked as the number one fashion watch brand in Germany, France, Belgium and Netherlands (GFK Research).
Based on its positive results the brand, which also partnered with mega Australian festival Big Day Out earlier this year, has now confirmed it will further cement its local presence via an alliance with Colin Desbrow from Silver Shops Australia.
The retail partnership, which is already underway, will see Ice-Watch work with the company to produce a number of 'Ice-Store Kiosks' this year, described by the company as “a world first” concept.
According to Ice-Watch, the design is being pioneered in Australia and also features interactive elements for customers, such as its 'Ice-Match' technology which matches a watch to a customer's outfit.
The partnership with Silver Shops Australia follows the brand's successful tie-up with Big Day Out in January, which has garnered “fantastic feedback” from its retail base, according to Ice-Watch Australasia CEO Larry Porter.
While the brand has regularly partnered as a primary sponsor with similar events internationally, its alliance with Big Day Out was its first such event in Australia.
Porter added that the move signals a new era in Australia for the label, as it looks to strengthen its brand awareness further on local shores.
“We are still a relatively young brand and we are always looking at new opportunities that align with the brand and will be beneficial for our future growth and market positioning," he said.
“We want to re-inforce our position in the fashion watch market, [and] we have heavily invested in product development, quality and marketing and we are looking forward to 2013. The future will see us build on this type of alignment and continue to be involved in partnerships that excite our fan base.
“We are very focused on our objectives for the year and beyond, and we have lot of exciting products, marketing activities and initiatives that we will be rolling out to achieve these objectives.”