Ice-Watch recently organised the large-scale destruction of illegal copies of their watches. At a symbolic event held in Bastogne, Belgium, a military tractor was used to crush over 2,500 such watches and 5,000 fake boxes, marking the Belgian brand’s declaration of war against knock-offs.

The brand wanted to show its determination to continue to grow, and above all, to see only authentic watches with the Ice-Watch label distributed on the market.

However, since the majority of cases of copies, plagiarism and counterfeiting have been resolved through settlements and agreements requiring that the anonymity of the perpetrators be preserved, none of these brands will be revealed.

Since its launch three years ago, Ice-Watch has appealed to everyone from the young to the young at heart, and from the ‘man in the street’ to high-profile personalities. In 2010, the brand had more than 6,000 points-of-sale in over 90 countries worldwide, generating sales of some two million watches.

In Malta, Classic Jewellers, Diamonds International, Hebe and Ice-watch® Bisazza Street are the only officially authorised retailers for Ice Watch® and can guarantee an official warranty.