Ice Tek partners with Latin music stars

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Ice Tek partners with Latin music stars

September 26, 2008

New York—Latin music stars Wisin and Yandel have entered into a licensing agreement with watch brand Ice Tek.

The company will create, manufacture and market a Wisin and Yandel collection of WY logo watches.

For Ice Tek, best known for its diamond-intensive watch designs, the Wisin and Yandel watches are something of a departure from its repertoire.

The designs in the "Steel Master Chrono Wisin and Yandel Special Edition" collection are based on a combination of Wisin and Yandel's style and Ice Tek's desire to create a line of sports watches. Each watch features the singers' initials at the top, and one model duplicates the design of the Puerto Rican flag, a nod to the singers' heritage.

Ice Tek currently has top representation in Puerto Rico, the company said in a media release, and its watches are selling briskly. The brand also has plans to infiltrate South America, Mexico and Latin America, and is in negotiations to roll out its watches in various Latin markets.

Wisin and Yandel have recorded with Gloria Estefan and Enrique Eglesias, and for the past three years, have generated numerous hits with their Reggatone-style music, a mix of Latin beat, pop and hip hop.

The duo are appearing in ads for Ice Tek and will be making personal appearances on behalf of the brand.

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