Belgian watch brand Ice-Watch will open about a dozen stores in China, while it will also be available in more than 200 stores in the country's biggest cities. To this end, it will sign an agreement today.
No more counterfeit
CEO Jean-Pierre Lutgen revealed the news himself as part of King Filip's state visit to China. All the required documents to open stores in China and fight off counterfeit items were already taken care of in April. Without those papers, the watches could have been reproduced in China with impunity.
The final agreement with the Chinese Casey International group will be signed later today. Ice-Watch already has an office in Hong Kong and it also manufacturers its watches in Shenzhen. The Asian market currently represents about 25 % of the hugely popular Belgian brand, which has already sold more than 12 million watches since its launch in 2007.