General Patton, one of the iconic figures of the Second World War, made his way from Normandy to Bastogne, the present-day home of Ice-Watch’s head office. For local man Jean-Pierre Lutgen this was a key part of history, and the name and story of General Patton were regular features of his own childhood. “I’ve always had the utmost respect for General Patton, a brave and courageous liberator who was always prepared to stand up to the greatest of challenges,” he explains. “He was a war hero who formed an integral part of my childhood and the stories told within my family. To me, he is a prime example of greatness.”
From left to right: Jean-Louis Le Bec, Helen Patton & Jean-Pierre Lutgen
Jean-Louis Le Bec, the son and grandson of watch-makers and founder of the brand, explains in his own words: “I called my brand PATTON because I was born in Bayeux, the first town to be liberated following the D-Day landings on 6 June 1945. I spent my childhood in Arromanche and on the Normandy landing beaches. In my view, the name PATTON is synonymous with strength and courage – the exact same values that you need to launch a truly challenging watch.” PATTON has a unique history, closely intertwined with that of the Second World War and the memory of General Patton. It is a reference that symbolises its ambition to be a strong and courageous brand, values that inform everything it does, right down to the intricate details of each and every watch.
Shared values: design, quality and accessibility
PATTON Watches was founded in 2009. Its products are “Swiss Made” certifi ed and boast a strong identity and resolutely on-trend design. They are conceived and designed in the same spirit as Ice-Watch watches, with a variety of different colour and material combinations available. PATTON watches are highly robust and literally stand the test of the elements and time, as demonstrated by the various challenges listed on the brand’s website. PATTON watches are able to stand up to any challenge, from deep beneath the waves to up in the air in a plane or parachute, as well as behind the wheel of a racing car or on a transoceanic regatta vessel.
Patton timepiece from the brand’s "hyperbare" collection
They are deliberately designed to withstand tough challenges, and each and every watch undergoes rigorous testing to prove its robustness. This quality is embodied in the brand’s fl agship model, the P42 HYPERBARE. Its movement and all internal parts remain permanently immersed in a liquid created using a special process. It is a highly complex technique that enables the watch to withstand extreme depths. To demonstrate its robustness, a P42 HYPERBARE has been submerged in the depths of the Indian Ocean for more than fi ve years. It still tells the correct time to this day, with no variation caused by the extreme conditions. The watch has also been tested at a depth of 1,000 metres by the French Research Institute for Exploitation of the Sea (IFREMER), where it withstood pressures exceeding one tonne.
Jean-Louis Le Bec, as the founder of a brand with a strong identity, will now be able to draw on the experience of a recognised Belgian entrepreneur and the global reach of his company. This, in turn, will enable him to continue growing PATTON, a brand that offers luxury products at an affordable price (€750 to €1,790). PATTON will retain its own identity, with a dedicated website and Facebook page. It is an identity that fi ts perfectly with the long-standing values of its new owner and its famous Ice-Watch product.
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