Brussels Airlines welcomes Ice-Watch on board

Brussels Airlines is partnering up with Ice-Watch. The airline’s crew will become ambassadors of one of the most popular Belgian export products and Ice-Watch is offered for sale on board Brussels Airlines flights.

Since many years Ice-Watch has been  building a success story. The Belgian watch brand has taken over the entire world thanks to its design, good price - quality ratio and its excellent marketing. No fewer than 12 million Ice-Watch watches have been sold since 2007.

This month a new chapter is added to this success story, thanks to a unique collaboration with Brussels Airlines. From now on, Brussels Airlines’ 6 million passengers will have the chance to purchase a trendy Ice-Watch on board their flights. Moreover, all Brussels Airlines employees will wear a Brussels Airlines branded Ice-Watch with their uniform.

A specially designed Ice-Watch has been manufactured for Brussels Airlines employees in the well-known Brussels Airlines colors: red and blue. Also for the passengers, two new models have been designed bearing the Brussels Airlines logo. They are for sale on flights to more than 80 destinations in Europe, Africa and the USA. Thanks to Ice-Watch Tower showcases, visitors of the Brussels Airlines airport lounges can also get to know the Ice-Watch product range.

“We are very proud to be the partner of this trendy, popular and 100% Belgian brand. As the national carrier we take great pride in offering Belgian quality and know-how. This partnership illustrates once more that Brussels Airlines is more than ever an ambassador of Belgium.

-- Lars Redeligx, Chief Commercial Officer Brussels Airlines


"The Ice-Watch brand is very proud to become the official watch keeper for the Belgian rising star of the aviation sector, Brussels Airlines”

-- Thierry De Poerck, Managing Director Ice-Watch.



About Ice-Watch

Established in 2007 in Bastogne (Belgium), the Ice-Watch timepieces are now sold in over 110 countries. The brand’s unique design comes in several models and colours, resulting in more than 500 different combinations. Something for every taste, style and situation. The brand has sold over ten million watches worldwide in just seven years. Further information at and

Camille Deru


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About Brussels Airlines

Brussels Airlines is the home carrier of Belgium and one of the four network airlines of the Lufthansa Group. It connects the European capital from Brussels Airport with over 85 destinations, 17 of which are in Sub Saharan Africa. The company employs more than 3,300 people and operates 43 aircraft.

Brussels Airlines aims to emit 50% less CO2 by 2030 compared to 2019 and plans to be carbon neutral by 2050. The airline is participating in the Stargate Project led by Brussels Airport and is therefore part of the testing ground for sustainable aviation at its home base. In addition, the airline signed the Circular Economy agreement of the Antwerp Management School in 2021. The airline was the first to transport Sustainable Aviation Fuel (SAF) through the CEPS-pipeline connecting Brussels Airport early 2023. By end 2024, Brussels Airlines will have welcomed five state-of-the-art Airbus A320neo allowing the airline to significantly lower its CO2- and noise-emissions on its medium-haul network.

As an ambassador of its country, Brussels Airlines brings the world to Belgium and the best of Belgium to the world, among others through collaborations with Belgian Star Chefs, Belgian culinary products and the Belgian Icons, specially painted aircraft that honour a Belgian iconic person, team or event to promote Belgian culture worldwide.

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About Star Alliance

The Star Alliance network was established in 1997 as the first truly global airline alliance, based on a customer value proposition of global reach, worldwide recognition and seamless service. Since inception, it has offered the largest and most comprehensive airline network, with a focus on improving customer experience across the Alliance journey.

Overall, the Star Alliance network currently offers more than 10,000 daily flights to almost 1,200 airports in 184 countries.

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Contact Zone General Aviation - Airport Building 26 1831 Diegem

+32 2 723 89 90