Ice-Watch watches are made with two values in mind. First, the designers believe in the social value of change, which allows customers to change and collect their timepieces on a regular basis. Second, the timepieces have both aesthetic and functional values, giving the brand a strong presence and personality. Ice-Watch watches are built with these values in mind, and they are hip, trendy, and fashionable. Classical elements are reduced to a minimum because the company adheres to a fast collection cycle, but modern elements, such as brilliant colours and current references, are visible.