Belgian watch brand Ice-Watch has formed a partnership “combining sport, design and passion” with German car maker, BMW.
Under the partnership Ice-Watch will unveil a watch collection inspired by BMW motorsport graphics in May and support BMW Motorsport at the DTM (Deutsche Tourenwagen Masters), the internationally renowned touring car series, from this May 5 to October 20.
Ice-Watch CEO Jean-Pierre Lutgen said the partnership offered the brand the chance to cement its position as a leading fashion watch.
“Ice-Watch embodies innovation, design, cutting-edge performance and robustness, as well as excellent after sales service and accessibility,” he said.
“This partnership is further proof that the Ice-Watch brand is seen as a sound and credible partner.
“It offers the brand the chance to further consolidate its position among the leading names in ‘fashion watches’, acquired thanks to a new vision of watches, affordable prices, a wide range of colours and models, and constant innovation.”
BMW Motorsport director Jens Marquardt said the company was delighted to team up with a partner like Ice-Watch, which sets trends in its industry and therefore carries a dynamic image as “that suits BMW Motorsport and (car driver) Marco Wittmann very well”.
“A look at the BMW Motorsport watch collection proves the licence partnership between BMW and Ice-Watch in the lifestyle segment is a winning project for both sides from the word ‘go’,” he said.
“I’m sure we will see these stunning models on many wrists in the DTM paddock in the 2013 season.”
Marco Wittmann added that the new Ice-Watch BMW M3 DTM looks fantastic.
“The very first time I saw the design of my DTM car for 2013 I fell in love with it,” he said.
“I also really like the watches.”