Iceland’s JS Watch Co., which featured in our report on Scandinavian Watch brands earlier this year, has launched a new sports Watch brand aimed at all those who enjoy extreme sports and outdoor activities.

The new watches have been durable enough to cope with tests in the tough weather conditions in Iceland and the rugged landscape and are therefore perfect for those who need a reliable timepiece for mountaineering, biking and hiking or sport such as swimming and long distance running.

The brand is named after the Arctic Circle, which runs just north of Iceland, with a nod in the name to the tic-toc of the Swiss made quartz movement that beats inside.

The IMT collection by ARC-TIC watches

JS Watch Co. has invented a new term, IMT, or Iceland Mean Time, to name the first collection of ARC-TIC watches. Although Iceland is in the GMT time zone, it does not use daylight saving time like most countries in Europe, so IMT serves as a permanent, year-round reference time.

The colourful IMT models have a 42mm PVD-coated 316 stainless-steel case and use a 
Swiss made quartz movement 
with a quick-change 24-hour/GMT display. They have a scratch-resistant, anti-reflective sapphire Crystal, a rotating bezel and are water résistant to 660 feet / 200 metres.