TW Steel: Timeless Design, Elegant Sophistication

When our eyes first met the striking face of a TW Steel timepiece five years ago, three words instantly sprung to mind: Sophisticated, distinguished and timeless. Half a decade later, and not much has changed – save for the incredible story behind CEO Jordy Cobelens’ now iconic collection. 

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Jordy and his father, Ton, a father-son duo well seasoned in the watch industry, launched TW Steel in 2005 in Holland. Ton began making his mark in the 1980s as a Raymond Weil & Maurice la Croix distributor for the Benelux region. At the same time, he started designing private label watches for airlines like KLM & Martinair. Jordy got his first taste of the business around 15, later turning his passion for music into a professional DJ career. When TW Steel began to take off, Jordy’s commitment to the brand became his life.

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What started as a niche must-have in Holland quickly evolved into a much larger undertaking, with expanded product lines and mass distribution the result of skyrocketing demand. Not only did the company’s unparalleled design catch the eye of the public, it began making waves among the world’s elite social circles and sporting events.

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Most notably, Formula 1 drivers Dario Franchitti and David Coulthard have hopped on board as the company’s brand ambassadors following a partnership with the world’s most lucrative racing federation. As if two star drivers weren’t enough, TW Steel became the official sponsor of the entire 2010 Lotus F1 team. On the North American side, IndyCar driver James Hinchcliffe represents TW Steel as their official ambassador. You also wouldn’t be surprised to see Kelly Rowland sporting their collection on regular occasions (pictured above).

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Young professionals love TW Steel for its stand-out design – there’s something about a watch face almost twice regular size one can’t ignore. The aesthetics are sleek and classy, a refreshing look compared to the sometimes stuffy, aged style of comparable high-end watches. Which brings us to the next great incentive to go TW Steel: The watches rank among the world’s elite (with lines named CEO and Goliath, how could they not?)…but without the price tag. Elegant and exquisite; affordable, not cheap.

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