If you were to pinpoint a brand that you’d associate with Iceland, it would likely be the JS Watch Company, who have been creating luxury watches since 2005.  Today we’re bringing you word of the latest Icelandic watch company, ARC-TIC Iceland – which just happens to be brought to you by the same people.

ARC-TIC shares more than just a country with JS Watch Co – they’re actually sister brands. While JS focuses more on refined and high-end pieces, ARC-TIC will be looking to target the outdoors sports market, with designs (and specs) to accommodate those demands. Their intro promotional campaign in Iceland involved a guy in an astronaut suit walking around engaging in guerrilla marketing.

Why the ARC-TIC name? The first bit of that is actually pretty obvious – Iceland has the Arctic circle running through it, so it was a natural name to pick up. The hyphenated tic is specifically to call to mind the ticking sound you’d pick up from a clock or watch. Subtle, but I like it.