After 3 years of operation under the name “LifeLine”, the Belgian startup makes the strategic decision to rebrand its satellite watch with the commercial name “O-BOY”.
“While the company remains registered under LifeLine, we felt that our product’s name must also reflect the witty side of the brand” said CEO Hadrien Dorchy.
In addition to the known exclamation “Oh, boy!”, O-BOY also embodies the life buoy, symbol of survival and comfort in case of life-threatening circumstances.