Founded in Amsterdam in 2005 with modest four-watch designs, TW Steel has evolved into a globally renowned luxury watch brand, boasting a loyal and expansive following.
A key factor in its remarkable growth lies in its strategic partnerships with prominent figures in the world of sports.
The brand made a significant entry into Formula 1 in 2010, establishing itself as the ‘Official Timing Partner’ for the Renault F1 team.
Subsequently, TW Steel fostered alliances with the Lotus F1 team and Sahara Force India. In 2016, the brand extended its reach to the Moto GP realm by becoming the partner of YAMAHA Factory Racing, the team of legendary rider Valentino Rossi, leading to the creation of exclusive limited-edition watches.
TW Steel’s collaboration list extends beyond motorsports, featuring renowned figures like Nigel Mansell, Damon Hill, Mick Doohan, and others from the World Rally Championship, RedBull Ampol Racing team, David Coulthard, Dario Franchitti, and even Kelly Rowland of Destiny’s Child.
PHL MARKET
In the Philippines, TW Steel has cultivated a robust following through partnerships with equally strong brands and active participation in local events.
As the brand celebrates its 15th year in the Philippines in 2024, it promises increased market engagement with collaborations in sports, promotions, and the reintroduction of affordable automatic watches.
According to Judith Staples, Head of Marketing – Fashion, Sport & Lifestyle Div. at Lucerne Group of Companies, TW Steel enthusiasts can anticipate the brand’s heightened presence in the Philippines, including more local collaborations and promotions in 2024.
TW Steel started the year as the official timing partner of the New Year’s Countdown at Bridgetown in Pasig.
It gave away TW Steel watches to lucky revelry attendees as well as gift packs to participants in its basketball and golf putting challenge.
“The brand is proud and thankful for the continuous support and love and it is exactly for this the brand continues to deliver timepieces that are perfect for everyday use and for making a big-time statement,” said Judith Staples.
And the best part is the re-introduction of affordable automatic watches featuring innovative materials such as carbon for a rugged and lightweight appeal.
LUXURY
Luxury seekers have several standout options from TW Steel, including the sporty and surprisingly affordable Volante collection and the sophisticated Classic Canteen Collection, priced between P24,000 to P29,000.
The TW Steel CE4085, a highlight from the latter collection, exudes luxury with its high-grade 316L steel, PVD yellow gold case, green leather strap, and Swiss Chronograph, combining practicality with timeless elegance.
The driving force behind TW Steel’s success is CEO Jordy Cobelens, a fearless entrepreneur with a passion for connecting and expanding the brand globally.
His father, Ton Cobelens, serves as the creative mastermind, bringing over 20 years of expertise in advertising and watch market handling to conceptualize and visualize TW Steel’s distinctive style.
Together, the Cobelens duo is dedicated to delivering not just timepieces but experiences that enrich people’s lives, embodying the brand’s ethos of offering affordable products with an attitude.
The synergy between Jordy’s commercial prowess and Ton’s creative vision positions TW Steel as a dynamic force in the luxury watch industry.