NEW YORK ( TheStreet) -- An iconic tool to ring in the New Year, the Times Square ball is also an important showcase for the brand of Waterford, the crystal manufacturer that has designed the ball since 1999.
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This year's ball has almost 2,700 Waterford crystal triangles and will be seen by one million people in Times Square and a billion people worldwide, said Regan Iglesia, Waterford's VP & global brand director, in an interview with TheStreet. It's an annual tradition that dates back to 1907, when the first ball was lowered at the top of Manhattan's One Times Square.
"This is one of the most important opportunities for us," Igesia said. The company usually sees a bump in sales after New Year's.
"Typically what happens after New Year's is we go into bridal season, and New Year's Eve is one of the biggest occasions for engagements to happen, so lot of those gift registry lists have Waterford on it," Iglesia told TheStreet.
This year, Waterford's designs aim to represent courage and resolve in the New Year.
"The theme is the gift of fortitude and each of the panels will have a design that speaks to fortitude with columns that represent strength and the human spirit, compared to last year's theme of the gift of imagination, which was a kaleidoscope," Iglesia said.
The ball's design spills over to Waterford's other product lines. "We have a commemorative collection that speaks to the gift of fortitude out in stores now, so there's a continuity about it," Iglesia added.
In just a few days, Waterford will start designing 2016's New Year's Eve ball.
-Written by Scott Gamm in New York.