Profile: Jean-Pierre Lutgen, the man behind international jewellery brand Ice-Watch

In 2007, entrepreneur Jean-Pierre Lutgen created a colourful brand of silicon wristwatches in Bastogne and called it Ice-Watch. Since then, over 20 million have been sold in 55 countries, the brand has a turnover of around €42 million, and he's been named manager of the year 2017 by Trends Tendances

Why call your brand Ice-Watch?

For the values conveyed by the word ‘ice’: transparency and purity. I came across silicon during my first professional activities, when I was running a company selling promotional articles like silicon wristbands. It’s a very smooth material, very pleasant on the skin, and it offers so many possibilities when it comes to shape, colour and printing. Since I was already in touch with many silicon suppliers in China, it seemed the natural choice.

What’s the secret of your success?

A concept based on the social value of change, and on a strong identity. The design is simple but always recognisable. By offering watches at affordable prices, the brand invites change. By making them available in a wide range of shades, the timepieces can be adapted to the life and moods of those who wear them, whatever their activities, whether it’s work, sport or leisure. It has made their appeal intercultural and intergenerational. Establishing distribution networks in Europe has added international success, and we have brought out new designs in new materials without losing our identity.

When did you know your venture might become a success?

It was our first time at Baselworld in 2008, the most important watch fair in the world. Professionals perceived our concept and business model as a real and viable novelty.

What is the biggest lesson you’ve learnt?

Despite many handicaps, we can still succeed in a saturated market. There is no need to be a Swiss watch-maker or based in a capital to be successful. You need a concept, a solid marketing approach and to be surrounded by good people. We’ve made these things happen from Bastogne.

What does the future hold?

We are excited about the new collection of Tintin watches we’ve recently released with our partners Moulinsart. We need to continue to innovate to maintain a sustainable business. Our objectives are to stabilise our market share in Europe, as well as growth in Asia, the US and Canada. We also want to develop the visibility of the brand on social networks.

How do you like to relax?

I like to spend it with my family. But I also get a lot of pleasure from contemporary art, so I give myself the time to visit galleries and discover the work of new artists and photographers.

What’s the most memorable speech or quote you’ve heard?

I like a sentence by Louis Pasteur: “chance favours prepared minds”. A good manager is someone who needs to be prepared for opportunities but also give others the desire to make things happen.