Seemingly stiff competition from digital devices not likely to result in total shift
PETALING JAYA: While smartphones and smartwatches may be the go-to devices to tell time, traditional timepieces are not ready to clock out just yet, said Ice-Watch founder Jean-Pierre Lutgen.
He observed that consumers are increasingly switching between digital and analogue watches, depending on lifestyle and occasion.
In an exclusive interview with theSun, Lutgen said the watch market is ultimately about balance, emphasising that while consumers today own smartwatches, there are still moments when they return to traditional timepieces.
“When smartwatches were first introduced, people adopted them and kept using them. But over time, some found them repetitive or less exciting, and they return to something more elegant,” he said.
He added that a recent survey in France on watch-wearing behaviour showed clear shifts depending on lifestyle, with smartwatches preferred for sports and data tracking, while traditional watches are chosen for formal occasions, underscoring the need for both segments to coexist.
However, Lutgen acknowledged that traditional watches, particularly affordable ones, have faced challenges, but stressed that this is not solely due to the rise of smartwatches.
“It’s also because there hasn’t been enough innovation. The industry must focus on revitalising the segment through fresh ideas.
“We need to introduce new collections, new colours, new designs to give people a reason to buy again. The challenge is to bring fresh ideas into the traditional watch segment at an affordable price.”
Lutgen also said many young people today no longer wear watches at all, adding that maintaining a connection with this group is important for the long-term health of the industry.
“There was a natural progression, a young person might start with an affordable watch and later move on to a luxury one. If that first step disappears, it affects the entire industry.”
He described watches as a “magic product” that carries identity and emotional value beyond telling time, highlighting that traditional watches in particular create a stronger emotional attachment than smartwatches, which may excite users but do not leave the same lasting sentiment.
“People remember their first watch. I remember mine, choosing it with my grandmother. It wasn’t expensive, but the moment stays with me forever.”
Lutgen said the future of the watch industry is challenging, and only strong brands, particularly dedicated watch brands, are likely to survive.
He outlined three categories in the affordable watch segment – dedicated watch brands, licensed fashion brands and social media-driven brands.
“The third faces the most pressure, while dedicated watch brands remain the most stable as they are built solely around watchmaking. That distinction is critical.”
Lutgen revealed that one of the biggest challenges for the brand is the gradual disappearance of colour in Europe, where consumer choices are increasingly dominated by neutral tones such as black, white and grey.
However, he said Malaysia stands in contrast with a stronger presence of colour in everyday fashion, which aligns well with the Ice-Watch brand identity and market performance.
“The challenge lies not only in presenting colour through advertising, but also in encouraging consumers to wear it in real life. Colour represents life and remains central to the brand’s philosophy.”
However, Lutgen said while Ice-Watch remains confident in its traditional watches, the brand is also moving into the smartwatch segment with designs that retain a classic look.
“With certain models, we decided to maintain the look of a traditional watch, although it is a smartwatch, allowing users to wear them even for formal occasions, while still offering features like body tracking and messaging.”
He added that the company has also developed smartwatches for children with location tracking, stressing that the focus is on standing out in design and function while keeping prices accessible.
