Ice-Watch refocuses on the men’s segment with its new Bewatch Chrono collection, offering affordable chronograph watches with Miyota movement.
KUALA LUMPUR: Ice-Watch is refocusing on the men’s segment after acknowledging it had previously under-emphasised the category, with the launch of its new Bewatch Chrono collection marking a strategic shift for the brand.
Its founder Jean-Pierre Lutgen said the company is moving to address the gap by reintroducing chronograph watches designed specifically for men at accessible prices.
“We realised we had not focused enough on watches for men. A chronograph at an affordable price, combined with a reliable Japanese Miyota movement, is the right mix to bring customers back,” he told theSun after the launch of the Bewatch Chrono yesterday.
Lutgen added that the collection name Bewatch reflects Belgium, the brand’s country of origin, and signals a return to its core product identity.
He also said the move comes as the watch industry remains highly competitive, with wide price differences across brands, making design execution and positioning key factors.
“The competition is intense, and while products can differ greatly in price and positioning, what often determines success are very small design details.”
Lutgen said the initial release features more neutral colour tones, with additional colour variations expected in later phases, adding that the approach was also influenced by market preferences.
“We start with a very easy look and easy product, with more colour options to be introduced in future collections.
“Early feedback from retailers in Europe and Malaysia has been positive, with distributors questioning why the concept was not introduced earlier.”
On design changes, he said the new collection features a more rounded case compared with previous models.
“Earlier models were sharper and flatter, while the new collection features a different casing, bezel and inner ring.”
He said even small design adjustments could have a significant impact in the watch industry, which is highly competitive and segmented across a wide price range.
Meanwhile, Habib Group executive chairman Datuk Seri Meer Habib said Ice-Watch remains competitively positioned in Malaysia, with entry-level models priced from as low as RM99 while maintaining a balance between quality, design and affordability.
“The quality is high, but the price is reasonable. That is what we want when we sell products in this segment.”
Meer said the brand, exclusively distributed by the Habib Group, remains competitive by offering products that combine creativity and accessible pricing, while maintaining consistent quality standards.
“With high quality and creativity at a reasonable price, we are able to compete with other brands,” he said, adding that the Ice-Watch brand identity is rooted in its colourful design approach, which aligns with local consumer preferences.
He said Malaysia’s climate and culture, which favour bright and expressive styles, make the brand a natural fit for the market.
“In our culture, we like colourful clothing. The watch follows the same idea, it is very colourful and suits our environment.”
On product durability, he said quality remains a key factor in consumer trust, while highlighting that selected models come with a two-year warranty, which strengthens their value.
