tw steel moments

TW STEEL
M A K I N G A S TAT E M E N T
SUMMER EDITION 2015
TOP 10
TW STEEL
MOMENTS
MISS
TW STEEL
LOOKING BACK ON 10
YEARS OF BIG TIME
CELEBRATING
A DECADE OF BIG TIME
MOTORSPORT
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www . twsteel . com
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TW STEEL - MAGAZINE
“THIS IS MY TIME”
David Coulthard
BY
RAHI
REZVANI
CE 4019 Ø 44 MM
DAVID COULTHARD TECH FEATURES
Steel case with PVD black coated bezel carbon dial - precision chrono movement sapphire crystal - black silicon strap 10 ATM water resistant
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TW STEEL - MAGAZINE
CE4020 Ø 48 MM
10 Years of Big Time. It’s a statement that really brings a smile
to my face as we celebrate our 10th anniversary in 2015.
When my father, Ton, and I first started TW Steel back in 2005,
we simply had an idea and a drive to deliver an affordable oversized
watch. The global lifestyle brand that has since followed is just part
of a phenomenal journey and one that’s far from over.
It’s only fitting that our first four models, the genesis of our Canteen
Collection, have remained amongst our most popular selling watches.
They were an immediate hit and their longevity has proved the appeal
of their timeless design. The Canteen is a true contemporary classic.
To celebrate our 10th anniversary we’re extremely proud to be
introducing the next generation of Canteen models. They perfectly
represent the very brand DNA that has made TW Steel so successful
while at the same time they represent a very modern style statement,
one that we’re confident will propel us well into the next decade of the
TW Steel story.
We’ve indulged a little in our latest magazine, looking back on some of
the key moments since ‘The Watch in Steel’ emerged from my basement
and grew into a worldwide brand with sales in over 120 countries and
marketing platforms as diverse as Formula One™ and MotoGP™
through to Electronic Dance Music.
While it’s fun to reflect, the focus at TW Steel is very much on the future.
It’s about building on marketing partnerships with the likes of Movistar
Yamaha MotoGP™ and VR|46 while at the same time ensuring that the
message being delivered is one of a product that represents the very
best of our brand, put simply, excellence in oversized timepieces.
2015’s a big year for us and we’re delighted to be at BASELWORLD in
March, sharing our passion for what we do. We’ll be following that up
with a suitably ‘BIG TIME’ party in our home city of Amsterdam in the
summer. In addition to Canteen, the likes of our Grandeur TECH and
Slim Line collections will also be welcoming appealing new additions.
There’s a lot going on and I wouldn’t have it any other way. As always,
we’re delighted to share with you the busy world of TW Steel through
our magazine.
Enjoy.
Jordy Cobelens
Co-Owner & CEO, TW Steel
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TW STEEL - MAGAZINE
CANTEEN CB141 / CB142
Ø45mm / Ø50mm – 3-Hand 2415
Miyota movement, 2-tone brushed
steel case with PVD rose gold plated
bezel, sunray blue dial, steel bracelet
with PVD rose gold plated mid-pieces.
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TW STEEL - MAGAZINE
TW STEEL
contents
JORDY COBELENS
THE CEO CASTS HIS MIND BACK OVER A
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DECADE OF MEMORABLE MOMENTS AND
SHARES HIS FAVOURITES.
CELEBRATING A DECADE
OF BIG TIME MOTORSPORT
FROM THE GLAMOUR OF THE MONACO GRAND PRIX TO THE
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DUSTY DUNES OF THE DAKAR RALLY – TW STEEL HAS ENJOYED
A SIZEABLE SPONSORSHIP PRESENCE IN GLOBAL MOTORSPORT.
MISS TW STEEL
THE COMPETITION THAT PUT TW STEEL ON
THE MAP AROUND THE WORLD AND LAUNCHED
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A BIG TIME CAREER.
STATE OF MIND
MISS TW STEEL OLIVIA ORTIZ SHARES HER
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THOUGHTS WHILE MODELING HER FAVOURITE
TIMEPIECES.
TON COBELENS ON CANTEEN
THE SECRETS BEHIND TW STEEL’S FLAGSHIP
MODEL AND A CONTEMPORARY CLASSIC.
39
29
BIG TIME NEWS................................................ 10
BIG TIME AMBASSADORS MESSAGES.................... 12
Q&A TIM CORONEL............................................ 33
TON COBELENS TOP 10 MOMENTS ...................... 35
TOP 10 BEST SELLERS
VOYEUR. . ......................................................... 43
REPRESENTING THE VERY BEST OF
SHARE YOUR TW STEEL. . .................................... 46
TW STEEL, THESE MODELS ARE THE
HOTTEST TICKET IN OVERSIZED LUXURY.
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TW STEEL - MAGAZINE
AS CO-FOUNDER AND
CEO OF TW STEEL,
JORDY COBELENS’
HARDEST CHALLENGE
MIGHT JUST BE
NARROWING DOWN A TOP
10 TW STEEL MOMENTS
FROM THE FIRST DECADE
OF ‘THE WATCH IN STEEL’.
RAHI
TOP 10 TW STEEL MOMENTS
BY
JORDY COBELENS
REZVANI
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TW STEEL - MAGAZINE
10 TOP MOMENTS
Regardless, we presented the challenge to
him and in no particular order; here are the
Top 10 defining moments he came up with.
Formula One™ Team Sponsorships
“Having been a sponsor of both the Lotus F1™
“He’s very much his own person, he’s into
Team (formerly Renault F1™ Team) and Sahara
making bold statements and he’s proven
Force India Formula One™ Team, it’s incredible
himself to be adaptable time and time again
to think that we accomplished that given we
from racing cars to the business world to being
started in F1™ when the company was barely
a world-class F1™ commentator. His ability to
even five years old.”
connect with people is a key factor for us and
he’s been brilliant in all we ask him to do on
behalf of TW Steel.”
“We were approached by F1™ teams during
our period of sponsorship with A1GP and when
that began we had only been operating for three
CEO Tech World Centennial Timepiece
years. I was immensely proud to see our logos
“To me the one-off CEO Tech World Centennial
on the Renault F1™ Team car for the first time
model, which we produced to celebrate
and the platform delivered tremendous results
reaching the milestone of TW Steel retailing in
for the brand bringing global recognition and
over 120 countries, represents the very best of
some outstanding opportunities for activation
what we can do. Our product has always been
and consumer engagement.”
the most important factor in the success of
TW Steel so it was an easy decision to make
Opening of TW Steel HQ
this one-off timepiece a highlight celebrating the
“This was a big move for us to take on a new,
very best of our design capabilities. The fact it
bigger HQ but it represented our growth at the
won the ‘People’s Choice’ Award at the Couture
time and quite frankly, we definitely needed
Time Awards shows we got it right!”
the space. Equally pleasing was the fact that
we were almost full as soon as we moved into
Jay Z Pictured Wearing TW Steel
our new building. Our HQ is a great place to
“This was a true ‘stop and stare’ moment
welcome our partners and showcase the world
when we first saw pictures of Jay Z wearing a
of TW Steel.”
TW Steel watch. The fact that our design had
appealed to a global artist with such a powerful
David Coulthard Becoming
a Brand Ambassador
consumer-facing influence was phenomenal.
He’s one of the best-known people on the
“David is an outstanding brand ambassador for
planet and here he was sporting our model on
TW Steel. When we announced our relationship
his wrist. We were still an emerging brand at
with him at the Monaco F1™ Grand Prix in
the time but the publicity and the credibility it
2010 it was a big moment. He carries obvious
brought to our company was just huge. It got a
global recognition but more importantly he’s
lot of people talking and we made sure people
representative of the TW Steel lifestyle.
knew about it!” ››
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10 TOP MOMENTS
Amsterdam Distributors Conference
MotoGP™
“We hosted our first ever distributors conference
“Other than just the sheer excitement of
in Amsterdam in 2010 and again, it was a
being involved with one of the leading
landmark moment as we brought all our partners
teams in MotoGP™, our partnership with
together here in our home city. We’d all been
Movistar Yamaha MotoGP™ is significant
working hard for almost five years by that point
and undoubtedly a highlight for me due to the
to really establish TW Steel globally. To see so
opportunity to associate ourselves with such
many territories represented at the conference,
a major brand as Yamaha.
and to enjoy the opportunity to share best
practices and outline the future vision for the
“Their commitment to performance and
brand was an experience as a young CEO
teamwork is exceptional and our shared values
I’ll never forget.”
have seen us grow our partnership and engage
not only their global distributor network but their
Monaco Grand Prix
loyal consumer base too. While we love the
“To be at the Monaco F1™ Grand Prix, on a
team’s success on-track, with Valentino Rossi
yacht, as a sponsor of a Formula One™ team
and Jorge Lorenzo, we love the brand building
was a very proud moment for me looking back.
opportunities that lie beyond the circuit.
We used the opportunity the first two years of our
involvement to bring guests to the race, enjoy the
VR|46 Relationship
lifestyle that comes with being there and to host
“I love our partnership with VR|46 for a huge
a major party onboard each weekend.
variety of reasons but primarily because I
admire what Valentino Rossi has achieved
“I think we created quite an impression,
creating a lifestyle brand with such widespread
which again, for a young emerging brand was
appeal. As a MotoGP™ legend he has
extremely important given the weight of the
exceptionally high standards and a commitment
major brands already involved in the sport. We
to success that is unrivalled. I’m immensely
hosted VIP’s from the F1™ community, golf,
proud that he saw the value in a relationship
soccer, business, modeling and of course, the
with TW Steel to produce the VR|46 / Yamaha
watch industry. It was of course a lot of fun but
Factory Racing Collection – the first timepiece
crucially it made a bold statement about who
family to be affordable to his fans and one that
we were as a brand.”
proudly incorporates the famed VR|46 logo and
World’s First TW Steel Boutique Store
colour schemes.” ■
“The opening of the world’s first TW Steel
boutique store in Manilla once again served
to showcase the growth and popularity of our
products. The demand was significant enough in
the market that we could make the investment
and deliver a retail environment dedicated to our
brand. The Philippines has been tremendously
successful for TW Steel as a market and what’s
more pleasing is that we now have several brand
boutiques in the region highlighting the popularity
of affordable but luxurious oversized watches.”
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TW STEEL - MAGAZINE
CEO TECH WORLD CENTENNIAL
Designed to celebrate the brand retailing in over
100 countries, this unique Swiss Made model is a true
showcase of our design talents and passion for luxury.
Swiss Made ETA Valjoux 7750, 25-jewel chrono Automatic
movement (28.800.Hz) with incabloc shock protection.
484 diamonds, VVS-grade and full cut, totaling 7.08 carat.
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TW STEEL - MAGAZINE
BIG TIME NEWS
BIG TIME
RACES INTO UAE
The Abu Dhabi F1™ Grand Prix
presented TW Steel’s partners in the UAE,
the Rivoli Group, the perfect opportunity
for an in-store retail competition.
Customers who purchased a TW Steel in
the build up to the event were entered in
for a chance to meet Sahara Force India
driver, Nico Hulkenberg. Promoting the
brand’s association as ‘Official Timing
Partner’ to the team, the lucky winners
Prix raced into the region. A successful
attended the ‘Meet & Greet’ with Nico at
retailer promotion mirrored the consumer
the Hour Choice store just a couple of
incentive with sales up 100% compared
days before the Abu Dhabi F1™ Grand
to the same period the previous year.
PILOT YOUR LIFE
Australian Winner
Following the success of our ‘Pilot Your Life’ promotion last
year, it was the turn of our Australian winner, Bill Mackay, to
receive his prize of a ‘Meet & Greet’ with brand ambassador,
MotoGP™ legend and fellow Australian, Mick Doohan.
The day included a memorable jet boat ride in Port Jackson
and lunch at the prestigious Opera Bar in Sydney. Mick
signed the day off by presenting to Bill his very own Mick
Doohan TW Steel CE4010 Limited Edition timepiece.
MOVISTAR YAMAHA UNVEILS
2015 YZR-M1 IN MADRID
The Movistar Yamaha MotoGP™
2015 season will be the third
Team gathered in Madrid to officially
year of partnership between the
launch their 2015 campaign in the
Yamaha Factory Racing Team
quest for title victory. A winter of
and TW Steel. The collaboration
development by Yamaha engineers
started in 2013 and has resulted
and exhaustive training by the riders
in some extraordinary TW Steel
sees a formidable team gathered
collections such as the Yamaha
and ready to prove themselves
Facotory Racing collection and
against the best in the world. The
VRl46 collection.
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TW STEEL - MAGAZINE
BIG TIME NEWS
NEW-LOOK
TW STEEL WEBSITE
COMING
March will see the planned introduction of a new-look TW Steel website,
the redesign of which has been managed by RedKiwi. Visually the site will
blend high-end stylized shots with a user-friendly interface, one which
will allow plenty of opportunity to browse the entire TW Steel collection
while fully immersing the user in the world of TW Steel. The official TW Steel
webstore will also be accommodated into the design in the second phase
of development set for late Spring.
THE PHILIPPINES CELEBRATES LATEST BOUTIQUE
TW Steel recently celebrated
for the latest timepieces to be
a new retail platform in
displayed. Situated in the heart
The Philippines following
of the vibrant mall, renowned
the launch of a brand new
as a shopping mecca, the
boutique in the Century City
location boasts a wide array
Mall in Makati. The design
of shops, services and
and layout mirrors the newest
restaurants. The TW Steel store
store concept introduced by
sits in a high traffic area – sure
TW Steel and offers a bright
to turn plenty of heads and
and contemporary home
attract new fans to the brand.
PILOTING HIS LIFE
Pilot Your Life winner Jonathan
An ecstatic Jonathan explained
Marques-Maycock has passed
how the helicopter training has
his helicopter exam. Authorized
also impacted him outside the
and capable to now fly
cockpit: “The forward planning
helicopters solo, the prize winner
in flying a helicopter brought
of our 2013 global campaign
me a lot in my personal life. We
continues to literally pilot his
must be certain where we want
life. We extend our Big Time
to be; what is our plan? How
congratulations to Jonathan
you are going to get there and
and encourage him to fulfill his
if something goes wrong, what
ambition of becoming an Air
is your plan B? Aviate, navigate
Ambulance pilot.
and communicate.”
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TW STEEL - MAGAZINE
10 YEARS OF BIG TIME
KELLY ROWLAND
“10 years of big time – that’s a fantastic
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BIG TIME AMBASSADORS
MESSAGES
reason to celebrate! I’ve loved TW Steel
since I was first gifted one of their
timepieces. To then go on to become a
global brand ambassador is something
special as the relationship is based on a
genuine love of their statement making
watches, it fits well with my own values.
I’ve had some great fun with TW Steel and
we’ve hosted some amazing events all
over the world from London , Hong Kong
and New York through to Dubai and Los
Angeles. My congratulations go to everyone
at TW Steel on their 10th anniversary
celebrations and especially Jordy and
Ton Cobelens for their inspired vision.”
PAUL GRIFFITHS
MICK
DOOHAN :
MITCHELL
NIEMEYER :
“TW Steel has come a long way in a
“I’ve known everyone at TW Steel a
make a big statement. It’s a remarkable
relatively short period of time. I wish
long time and it’s great to be part of the
story of great entrepreneurship and the
everyone there a Happy 10th Anniversary.
family celebrating their 10th anniversary
sort of challenge to the supremacy of
“To establish the TW Steel brand and turn
this year. I was so honoured to become
multi-billion dollar business that is every
it into a globally recognized timepiece
a TW Steel ambassador and work with
student’s dream. For sure, the next 10
company is a massive achievement.
such a great lifestyle brand, especially
years will be big in watches for TW Steel’
Jordy and his team must be very proud,
one that’s as equally passionate about
Paul Griffiths, CEO - Dubai Airports
and of course, congratulated. “I’m a
music as I am. The fact that we’re both
watch enthusiast and extremely proud
Dutch is another added bonus but our
to be a TW Steel ambassador with a
aspirations have always been global.
couple of special editions baring my
I’m proud to wear my TW Steel watches
name in the collection. To utilize their
and love the fact I now have my very
own catchphrase, they have a ‘Big
own special edition Canteen model.
“Huge congrats on your 10 Year
Time’ range of timepieces. It’s always a
Congratulations TW Steel and here’s to
Anniversary, TW Steel! Best watches
challenge to choose just one to wear –
another 10 years at the top!”
out there and I look forward to what
that’s a happy problem to have.”
‘In just 10 years TW Steel has broken
the mould and created a range of highly
fashionable, affordable watches which
EMMA
MCFERRAN
you develop in the coming years!”
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10 YEARS OF BIG TIME
DAVID COULTHARD:
“I am proud to be a TW Steel brand
“I’ve represented TW Steel all
their business. “Congratulations to
ambassador. Time and again they
around the world at store openings,
everyone at TW Steel on celebrating
surprise me as they’re not afraid
industry exhibitions, and at F1™ and
your 10th anniversary in 2015. I
to do things differently, which is
MotoGP™ races and everywhere
know the amount of sheer hard work
quite unique for a business that is
they go they truly build relationships
that goes into the brand each day.
traditionally very conservative.
– people and product are at the very
The end result is not only a luxurious,
I like that and it’s also a quality that’s
heart of what they do. I think the
yet affordable, watch but also the
reflected in their watches. In this day
back story to the brand, with it being
creation of a lifestyle brand that
and age people are looking to stand
family owned and operated by Jordy
people are attracted to and have a
out a little more and wearing a
and Ton, really helps and it brings a
lot of fun with. 10 Years of Big Time –
TW Steel certainly does that.
much more personable approach to
I can’t argue with that!”
EMERSON FITTIPALDI:
“I’d personally like to wish both
brand grow, not only in terms of its
have proved to be very popular I’m
Jordy and Ton and the whole TW
global popularity but in its activities,
happy to say and it’s always a talking
Steel team a big congratulations on
such as its Formula One™ team
point when people see you wearing
reaching their 10th anniversary. It’s
sponsorships and its roster of
a TW Steel. People are passionate
been a pleasure to be associated
brand ambassadors. I’m delighted
about their TW Steel’s and in turn, the
with the brand having first been
to be one of those ambassadors
company is equally passionate about
introduced to them when we were
and I’m exceptionally proud of the
designing oversized watches that will
both involved in the A1GP World
two TW Steel watches designed
appeal and make a big statement. I
Cup of Motorsport. “I’ve seen the
to carry my name. “Those watches
wish them well for the next 10 years!”
LIN JARVIS
VALENTINO
ROSSI
CHARLIE
EASTWOOD
at TW Steel celebrating their 10 years
“I want to send my best wishes to
“Congratulations to TW steel on
anniversary this year. We too at Yamaha
all friends at TW Steel for their 10th
their 10th anniversary, I am proud
are celebrating our 60th anniversary
birthday! TW Steel and I have designed
and honoured to have started my
this year so together we are already
the “VR|46” watch together and I am
motorsport career as a friend of
70! Looking forward to celebrating
very proud for this creation as I know
TW Steel and look forward to both of
together at our first MotoGP™ win of
many people working there are huge
our continued success together”
the season….. hopefully that will be very
motorsport fans. 2015 is going to be
Charlie Eastwood WRS driver 2015.
soon following the start of the season on
an important year for both of us and I
March 29th in Doha…”
hope it’ll bring plenty of victories! Happy
Lin Jarvis, MD Yamaha Motor Racing Srl
birthday TW Steel!” Valentino Rossi
“BIG TIME Congratulations to our friends
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A DECADE OF MOTOSPORT
CELEBRATING
A DECADE OF BIG TIME
MOTORSPORT
WHEN YOU THINK OF THE MOST PRESTIGIOUS FORMS OF MOTORSPORT, FROM FORMULA ONE™ AND
MOTOGP™ THROUGH TO MARQUEE EVENTS SUCH AS THE INDY 500 AND DAKAR RALLY, TW STEEL IS
PROUD TO STATE THAT IT’S ENJOYED AN ASSOCIATION WITH KEY PLAYERS IN EACH OF THOSE FORMATS –
AND THAT’S JUST A SAMPLING OF THE BRAND’S HIGHLY SUCCESSFUL ASSOCIATIONS IN THE FAST-PACED
WORLD OF GLOBAL MOTORSPORT.
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T
he pairing of promoting a
watch brand through motor-
sport certainly isn’t a new concept
and there’s a reason for that. The
attributes of power and perfor-
mance, timing and teamwork are
shared values found in both the
A DECADE OF MOTOSPORT
famed for their exploits in every-
thing from the World Touring Car
Championship through to the
challenging Dakar Rally, were the
first drivers to sport the TW Steel
logo on their overalls and helmets.
building of a watch brand and of
In terms of accelerating brand
track whether you’re a dedicated
Holland, the Coronel brothers
course, in being successful on-
club racer or an established F1™
team.
TW Steel’s introduction to motorsport was through its very first
brand ambassadors, Tim and Tom
Coronel. The Dutch racing twins,
awareness of TW Steel in its native
delivered and then some thanks
to the sizeable following they enjoy.
An enduring relationship, forged in
TW Steel’s infancy, the relationship
continues to this day – a testament
to the success enjoyed by both
brand and brothers!
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TW STEEL - MAGAZINE
A DECADE OF MOTOSPORT
It wasn’t long however before
With the series competing in key
World Cup and the Olympics –
ness opportunities and in 2008,
together with its distributors in
One™ and the reach it enjoys
TW Steel sought out global awarejust three years into the com-
pany’s lifespan, Jordy Cobelens
committed the brand to its first
global marketing platform as ‘Official Watch and Timing Partner’
to the A1GP World Cup of Motorsport for the 2008-09 season.
An innovative single-seater
racing series pitching nation
versus nation, with events hosted
globally from South Africa to
Malaysia, New Zealand to Great
Britain, A1GP offered TW Steel
growth markets, TW Steel,
each territory, used A1GP visits
for consumer activation, client
hospitality and of course, PR
and marketing – driven primarily
through the hosting of the popular
‘Miss TW Steel’ competition
at each event. TW Steel’s
was appealing to TW Steel.
While a considerable investment
was required to make the leap,
the brand knew the opportunity
for significant brand awareness
was too good to pass up.
successful activation in A1GP
TW Steel was subsequently an-
several Formula One™ teams –
Partner’ to the Renault F1™
quickly attracted the interest of
all keen to provide a home for
the brand at the very pinnacle of
international motorsport.
an exciting opportunity for
With the largest audience in
activation.
platform, beaten only by the FIFA
brand awareness and consumer
hosted every four years, Formula
the world for an annual sports
TW STEEL
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nounced as the ‘Official Timing
Team for the 2010 season.
Barely even five years old, the
company was now investing
in a platform some companies
can only aspire to but the payoff would be substantial and it
wasn’t long before TW Steel’s
footprint in the paddock, and
with consumers, was established.
While the team morphed into
Lotus Renault GP and then Lotus
F1™ Team over the following two
seasons, the opportunities for
engagement within F1™ provided
a rich vein for TW Steel to tap
into.
Consumer activation was key,
spearheaded with watches
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A DECADE OF MOTOSPORT
A DECADE OF MOTOSPORT
produced on behalf of the team
and through the likes of its ‘Every
Second Counts’ competition –
allowing lucky winners the opportunity to drive one of the team’s F1™
cars, a truly outstanding prize.
A switch to Sahara Force India
Formula One™ Team followed
for the 2013 season but that year
brought an additional twist to the
TW Steel story in motorsport as
the brand announced a partnership
with Yamaha Factory Racing in the
MotoGP™ series – its first official
foray into the equally competitive
world of motorbike racing.
As an ‘Official Sponsor’ of Movistar
Yamaha MotoGP™, as the team is
now known, TW Steel has brought
out a dynamic line-up of team
watches with the relationship continuing to provide both the brand,
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A DECADE OF MOTOSPORT
and its retail partners around the
personality has achieved ‘Big
– the Scottish racer a four-time
for promoting TW Steel’s product
as bold, statement-making
3-time Indy 500 Winner, and David
world, an exceptional platform
and values.
TW Steel also enjoys a partner-
Time’ success in their field and
individuals, they perfectly reflect
TW Steel’s values.
ship with VR|46, the lifestyle
Reading like a motorsport ‘Hall
MotoGP™ World Champion,
relationships with the likes of
brand created by nine-time
Italy’s Valentino Rossi. In a relationship forged in collaboration
with Yamaha Factory Racing,
the partnership with VR|46 has
produced a timepiece collection
reflective of the Italian’s lifestyle
choices and attractive to his
IndyCar Series Champion and
Coulthard – the Scot a 13-time F1™
Grand Prix Winner and current
F1™ commentator for the BBC.
of Fame’, the brand has enjoyed
Motorsport has undoubtedly
Emerson Fittipaldi – the Brazilian
promoting TW Steel over the past
a two-time Formula One™ World
Champion and two-time Indy
500 Winner, Mick Doohan – the
Australian four-time MotoGP™
World Champion, Dario Franchitti
massive worldwide fan-base.
While team and series asso-
ciations within motorsport have
served TW Steel well, its brand
ambassador relationships have
proved to be equally important
over the past ten years. Each
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TW STEEL - MAGAZINE
played a significant role in
decade and it will continue to
do so given the many synergies
shared and the global reach and
influence it has to the people who
matter the most – the consumer. ■
LOOKING BACK ON 10 YEARS OF BIG TIME
MISS
TW STEEL
TW Steel’s first foray into an international
sponsorship platform was its involvement in
the 2008-09 A1GP World Cup of Motorsport.
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TW STEEL - MAGAZINE
INSPIRING
A
big investment and commitment
Events were hosted at each A1GP
opportunity also gave the com-
2008-09 season with the ‘Miss
from the fledgling brand, the
pany a chance to showcase its fun side
and actively engage with consumers and
motorsport fans around the world.
The on-site marketing initiative, created
to compliment the various branding
opportunities that came with being a
sponsor of the series, came in the form
event around the world during the
TW Steel’ judging contest always a
popular draw in the paddock. Guest
judges included A1GP drivers and
series officials, TW Steel CEO Jordy
Cobelens and select VIP’s attending
those particular races.
Each local winner was duly crowned
of the ‘Miss TW Steel’ competition.
and then flown to England in June 2009
where the final of the competition was
With a $25,000 US prize on offer, along
held in conjunction with the prestigious
with a photo-shoot with the Dutch edi-
‘British F1™ Grand Prix Ball’ –
tion of FHM and the opportunity to be a
attended by the great and the good of
needless to say the interest in competing
celebrities and VIPs. ››
TW Steel Brand Ambassador for a year,
was substantial.
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the motorsports community as well as
TW STEEL - MAGAZINE
INSPIRING
The seven finalists on the night in-
membered her shock at winning and
cluded, Miss Chantal de Kruijff – ‘Miss
collecting the cheque for $25,000.
TW Steel The Netherlands’, Miss Dyan
Zou Xiao Qian – ‘Miss TW Steel China’,
“To be honest it was a complete sur-
Malaysia’, Miss Carena West – ‘Miss
the three finalists along with Carena
Miss Parveen Brar – ‘Miss TW Steel
TW Steel Australia-New Zealand’, Miss
Amy Lombard – ‘Miss TW Steel South
Africa’, Miss Olivia Ortiz – ‘Miss
prise. I was just stunned to be one of
and Amy. I honestly didn’t believe my
name would be announced. It took
me a few minutes to realize that it
TW Steel Portugal’ and finally Miss
was really me who had won. I was
Kimberly Cooper – ‘Miss TW Steel
so happy I could barely talk. I loved
Great Britain’.
every element of the competition.”
Ultimately it was Miss Olivia Ortiz
Her success hasn’t stopped there
impressed the judging panel which
Miss TW Steel launched her into a
who triumphed on the night having
we’re pleased to report. Winning
consisted of TW Steel CEO Jordy Co-
full-time modeling career and now
belens, former F1™ team boss, Eddie
Jordan, model and fashion designer,
Olivia is also an accomplished ac-
Caprice Bourett and finally singer, Rick
Parfitt Jnr.
The 22-year-old, who was studying to
tress and TV presenter in Portugal.
We continue to congratulate Olivia
on making the most of her BIG TIME
opportunity with TW Steel! ■
be a physiotherapist at the time, re-
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STATE OF MIND
STATE OF MIND
“BECOMING A GLOBAL BRAND AMBASSADOR FOR TW STEEL MADE
ME DISCOVER MY PASSION FOR TRAVELLING AND EXPLORING NEW CULTURES.
IT WAS INSPIRING EXPERIENCE AND ALLOWED ME TO CHASE
MY CAREER WITH CONFIDENCE.”
***
Olivia
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TW STEEL - MAGAZINE
STATE OF MIND
“I JUST HAVE A LOVE AND FEEL FOR
TW STEEL AND ITS STYLES – I WEAR
THEM OFTEN AND LOVE THE
CONFIDENCE AND ELEGANCE THEY
PROJECT.”
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TW STEEL - MAGAZINE
STATE OF MIND
“I’VE LEARNED THAT TIMING IS
EVERYTHING. BEING IN THE
RIGHT PLACE AT THE RIGHT TIME
CAN MEAN A LIFE CHANGING
OPPORTUNITY.”
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TW STEEL - MAGAZINE
STATE OF MIND
“WHEN YOU LIVE A LIFE WHERE YOU’RE CONSTANTLY RUNNING
FROM ONE STUDIO TO ANOTHER, GETTING UP EARLY AND GOING
TO BED LATE…THE BEST THING YOU CAN OFFER SOMEONE IS YOUR
TIME! IT’S THE MOST PRECIOUS THING YOU HAVE.”
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TW STEEL - MAGAZINE
STATE OF MIND
“I LOVE MY TW303 BECAUSE IT
HAS A CLASS AND AN
ELEGANCE THAT SUITS MY
STYLE, IT’S PERFECT FOR EVERY
OCCASION.”
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TW STEEL - MAGAZINE
STATE OF MIND
***
“I AM LIKE THIS TODAY, BUT TOMORROW I WILL HAVE ALREADY
REINVENTED MYSELF. I REINVENT MYSELF EVERY TIME LIFE DEMANDS
A LITTLE BIT MORE OF ME.”
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TW STEEL’S CHIEF
DESIGN OFFICER, TON
COBELENS, IS A MAN OF
FEW WORDS. INSTEAD
THE DUTCHMAN LETS
TON COBELENS
ON CANTEEN
HIS DESIGNS SPEAK
FOR THEMSELVES AND
PERHAPS NO ONE
CREATION REFLECTS HIS
PASSION BETTER THAN
THE BRAND’S FLAGSHIP
CANTEEN COLLECTION.
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TW STEEL - MAGAZINE
DESIGN
T
he original TW Steel
“While we don’t need to do that
On his emotions seeing the
collection, Canteen has
these days with current watch
success of Canteen
evolveda over the years and
technology, it was a style element,
after its initial introduction:
with the company’s 10th
almost a vintage touch, that I was
anniversary being celebrated
attracted to initially. I expanded
“Well obviously it was a great
in 2015, homage to the design
upon it for our original Canteen
feeling. Even without advertising
is only fitting given its status
models, designing my own hook,
the watch was selling extremely
as a mainstay of the brand.
one that was much bolder and
well. It was captivating in the
We managed to sit down with
more solid than the relatively
window of a jewelry store,
Ton and get him to open up
fragile one that first inspired me.
people were drawn to it because
about the birth of all things
Now it’s our hook design that’s
it was new and bold.”
‘Big in Oversized Watches’
replicated more than any other
and Canteen’s origins. Here we
brand!”
On the global popularity of
TW1 and the Canteen Collection
present Ton in his own words!
On one simple watch design
On the inspiration for TW1,
leading to TW Steel becoming
the original Canteen design:
a major global lifestyle brand:
in general:
“It’s an eye catching design first
and foremost. There’s a strong
“I was inspired by a watch
“I certainly didn’t imagine in the
vintage appeal to TW1 which
from the Second World War, I
early days that it would take TW
isn’t comparable with other
believe it was from an American
Steel to where we are now in
models from our competition.
brand called Elgin. It featured a
the watch industry. That said,
Undoubtedly its price-point is
simple hook on which the crown
the success of Canteen was
also a key factor in its success
cap was attached to the case.
immediate, there was no slow burn
but that, fused with its simple,
This allowed the watch to be
to its popularity. It was instantly a
elegant looks, has ensured it has
waterproof because the crown
hit with consumers and we grew
a timeless appeal and why TW1,
cap took away the pressure from
from there to meet the demand for
and other Canteens, sell
the crown in water.
affordable oversized watches.”
so well.” ››
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TW STEEL - MAGAZINE
DESIGN
The big danger is that the changes
can damage the look and feel of
the watch. Re-styling isn’t done
for the sake of it; it’s done only to
improve the design esthetically or
CS3 / CS4
technically. The watch has to keep
its DNA to satisfy the consumer
demand for this style.”
On the challenge of evolving the
On getting carried away with a
Canteen Collection and keeping
watch design and dialing himself
the consumer happy:
back a little:
“It’s a challenge for sure! Since we
“I can really only think of a couple
first introduced Canteen almost
of occasions in the past ten years
ten years ago I think we’ve re-
where I’ve gotten a little carried
styled the concept around three
away. I simply just have to remind
times. We always focus on minor
myself that our designs have to
adaptions and improvements.
be commercial and appealing to
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CS25 / CS26
DESIGN
COMPETITION
a significant part of the market. In
the two instances that I can recall,
the construction of my design was
proving to be too difficult – and by
that I really mean too expensive!”
On the temptation to perhaps
produce an even larger case
dimension for Canteen, larger then
its current biggest size of 50mm:
“There was a slight demand in the
early days but personally I don’t
like anything bigger than the 50mm
we have now. Anything bigger than
that and I think it looks a little too
much, it’s not attractive around the
wrist. We know what works best for
our consumer so there’s been no
temptation on my part to go bigger.”
On what’s next for the Canteen
Collection as it gets set to celebrate
10 years on the market:
“For 2015 we’re going to add more
CB31 / CB32
metal bracelet executions in the
Canteen range. We’ll also add a few
more leather strap editions very much
in the same style as TW1 and TW2
but with an even bolder vintage look.
“In terms of being completely new,
all models will now be available as
three-hand quartz editions, threehand automatic and chronograph
too. Those new executions will be
recognizable by having another bezel
or strap attachment also. I’m excited
about the future of the Canteen
Collection. It’s showed its staying
CB141 / CB142
power in the market and we know
how much people love their Canteen
timepieces.” ■
CB93 / CB94
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EAT
!
T
S
U
D
Y
M
TIM CORONEL
TIM CORONEL, TOGETHER WITH HIS TWIN BROTHER
TOM, IS ONE OF HOLLAND’S BEST KNOWN RACE
CAR DRIVERS. TOGETHER THE BROTHERS HAVE THE
DISTINCTION OF BEING TW STEEL’S AVERY FIRST
BRAND AMBASSADORS AND THE RELATIONSHIP
CONTINUES TODAY IN A PARTNERSHIP THAT HAS
WORKED WELL FOR ALL CONCERNED.
TC: “Big, clear, stunning.”
Q: What similarities do you share
with TW Steel?
TC: “Great question! I think we’re
both innovative, pioneering, adventurous, and of course, very ‘chic’.”
Q: What are your favorite
TW Steel memories?
T
hese day’s Tim has swapped
the challenges of the race
track for the ultra-extreme off-road
conditions of the Dakar Rally – an
event he lives for and uses to test
is own TW Steel to the maximum!
Q: You’ve recently returned from
the latest edition of the Dakar
TC: “It was love at first sight! The
watches were really my style, I loved
them immediately and couldn’t wait
to get them on my wrist and show
them off.”
Q: Can you describe TW Steel in
three words?
Rally – can you tell us about your
experience this time?
Tim Coronel (TC): “As always, the
experience was just fantastic. But
I had to stop on Day 3 after 24
hours straight in the desert – it was
a long time!”
Q: You have been a valued ambas-
sador of TW Steel for quite a while.
Can you describe the first time you
were connected with TW Steel?
TW STEEL
- MAGAZINE
- MAGAZINE
3333TW STEEL
TC: “Undoubtedly for me it was the
release of my first Dakar Limited
Edition timepiece. That was a special moment and one that I could
share with my partners and fans.”
Q: TW Steel and motorsport has
long been a successful marriage.
Why do you think that’s the case?
Q&A WITH TIM CORONEL
TC: “Both require innovative think-
with designs and styles catered
TC: “Every year I test my Limited
worlds are highly competitive.
haven’t limited their audience which
Rally. It’s a product test like no other
ing and the motorsport and watch
Everyone’s focused on performance
and of course timing. They work
well together because it’s a relationship that can be easily promoted.”
Q: What do you believe are the main
reasons for TW Steel’s success over
the past ten years?
TC: “I think you can simply put
it down to the strength of their
product. They have an outstanding
range of watches in the collection
for a wide variety of tastes. They
is a great thing.”
Q: Of the events you’ve been
Edition watch during the Dakar
and each year, the piece always
does the business.”
involved in with TW Steel sponsor-
Q: Where do you think TW Steel will
TC: “I’d say Dakar in 2010. We were
TC: “Still on my car and definitely
ship, which has been your favourite?
the first in the solo class to make it
to the finish.”
Q: What is the craziest thing you’ve
done while wearing a TW Steel?
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TW STEEL - MAGAZINE
be in 2025?
on my wrist!”
TON COBELENS
TOP 10 TW STEEL MOMENTS
TW STEEL’S CO-FOUNDER AND CHIEF DESIGN
OFFICER, TON COBELENS, PREFERS TO
LET HIS DESIGNS DO THE TALKING BUT WE
MANAGED TO CATCH UP WITH HIM FOR HIS
TOP 10 MOMENTS IN THE HISTORY OF THE
COMPANY AS IT CELEBRATES ITS TENTH
ANNIVERSARY IN 2015.
ORIGINAL TW1
FROM 2005
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10 TOP MOMENTS
Ernst & Young Awards Emerging Entrepreneur of the Year
The Birth of TW Steel
TW1 Canteen – Best Seller
“The very start of TW Steel was a great
“The very first TW Steel Canteen model,
moment for me personally. Seeing our first
TW1, is to this date the best selling
four Canteen models selling out within the
timepiece in the history of TW Steel. It
first two months without any marketing or
truly is timeless but a modern classic at
PR was fantastic. Finally people could afford
the same time. It shows the strength of the
an oversized watch that was beautifully
design and obviously it’s enduring appeal.
designed and well built. The models really sold
It’s very difficult for me to pick a favourite
themselves but that’s where it all started and
watch but this one definitely comes close
has led us to where we are today.”
given it’s success as one of the anchor
models in the whole of the TW Steel
Spanish Take Off
collection.”
“Spain was one of the first markets to
distribute TW Steel and in one year, between
Jordy Cobelens – Award Winner
2006 and 2007 we launched ourselves into 250
“As a father, and as his business partner,
points of sale. That’s fantastic for an unknown
I was immensely proud when Jordy was
brand and naturally, as a result, we became a
named ‘Emerging Entrepreneur of the Year’
known brand pretty quickly thereafter.”
in the Ernst & Young Awards in Holland in
2011. It was testament to his hard work
German Successes
and leadership in growing TW Steel from
“The satisfaction I take from the German
a basement in Amsterdam into a truly
market was that it took some time to get
global lifestyle brand. It was a top moment
TW Steel going there but once it went big,
both personally and professionally and one
it went really big! I’m pleased to say that
I’ll never forget.” ››
Germany became one of the best selling
markets in the world for TW Steel. This is a
great achievement, especially considering
the start we first had there.”
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TW STEEL - MAGAZINE
10 TOP MOMENTS
Combating the Internet
Grandeur Tech Collection Introduction
“While this moment is less ‘exciting’ shall we
“The introduction of our Grandeur Tech
say, it’s a critical one in terms of what we’re
collection was a significant moment in the
doing to keep building TW Steel as a brand
growth of TW Steel. It was a completely new
with real value to the consumer. My other son,
concept and the design had to tackle a few
Barry, works tirelessly to stop illegal sales
innovative elements but we succeeded. It’s
of TW Steel over the internet – an issue that
been an extremely popular collection ever
naturally impacts our distributors and in turn
since. I think people are really drawn to the
their retail partners who so diligently sell
fusion of style, almost with an industrial
TW Steel the proper way. It’s an on-going role
element. They’re statement making timepieces,
but it’s so important in ensuring the consumer
rugged and sporty at the same time.”
purchases their TW Steel legally and with the
One-Off Timepiece for
Mohammed Ali
appropriate warranty.”
TW Steel and Formula One™ Team
Sponsorship
“I couldn’t not include this in my Top 10
moments with TW Steel. I had the honour of
“Like Jordy I was so excited to see TW Steel
designing a one-off timepiece for Mohammed
logo’s on the Renault F1™ Team car when
Ali. I chose to base it around a Tech design and
we invested in our first Formula One™ team
it was an unbelievable thrill to see pictures of
sponsorship. Knowing that millions of people
him then wearing it before it was auctioned off
around the world would be exposed to
for charity. I believe it sold for €12.000 which
TW Steel through that platform was
was fantastic.” ■
incredible and of course, our partners in the
sport helped us greatly through activation
and engagement. We were still such a
young brand but we weren’t afraid of the
investment. We knew it was the right thing
to do and it worked.”
Yamaha and VR|46
“Similar to our accomplishments in Formula
One™, it was a bold move to then partner
with Yamaha Factory Racing in MotoGP™
at the same time but again, we knew the
opportunity for consumer outreach was huge
given the audience watching. The fact the
team has Valentino Rossi and Jorge Lorenzo
racing, both multiple World Champions,
undoubtedly helps. That relationship led
to our partnership with Valentino’s VR|46
lifestyle brand. Designing watches carrying
such an iconic logo is a great honour but
we also know the strengths we bring to the
relationship and we work very well together.”
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10
TOP 10
BEST SELLERS
PEOPLE’S CHOICE
Is there a better way to make a
bold statement than to sport a
TW Steel watch? We don’t think so!
1
CANTEEN TW1
SIZE – Ø 45MM
Highlights: Simply put – a modern
classic in the TW Steel family. The
original Canteen design and as equally
popular today as it was when first
launched in 2005. The elegant cream
dial is stunningly off-set with the brown
leather strap. Features a 3-Hand Miyota
2415 movement. Reinforced mineral
crystal. 10 ATM water resistant.
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TW STEEL - MAGAZINE
PEOPLE’S CHOICE
2
CANTEEN TWA203
4
SIZE – Ø 50MM
CEO CANTEEN CE1005
SIZE – Ø 45MM
Highlights: A truly bold, statement making
timepiece, the Canteen Automatic was an
instant hit, in no small part to its stylish camel
leather strap. With a steel case featuring sleek
A-grade PVD black coating and a PVD black
coated hammered steel bezel, this model
exudes masculinity. Features a Miyota 8215
Automatic movement with a TW Steel designed
rotor (Genova pattern) with an engraved
TW Steel logo. Reinforced mineral crystal.
10 ATM water resistant.
Highlights: From the ‘Collection ExtraOrdinary’,
this luxurious CEO Canteen represents a simple,
clean sense of elegance. The crispness of the
white dial is matched with the richness of the
brown Italian leather strap with white stitching
and steel clasp. Features a 3-Hand Day/Date
Function Miyota 2405 movement. Reinforced
mineral crystal. 10 ATM water resistant.
CANTEEN FASHION TW500
SIZE – Ø 45MM
3
Highlights: From perhaps the boldest, at
least colour-wise, collection in the TW Steel
family, this Canteen Fashion works at so
many different levels. Undoubtedly on-trend,
the sunray dark blue dial radiates style and
is beautifully mirrored by the use of a dark
blue silicon strap with steel clasp. Features
a 3-Hand Miyota 2415 movement. Reinforced
mineral crystal. 10 ATM water resistant.
CE5011
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PEOPLE’S CHOICE
5
PILOT TW403
SIZE – Ø 48MM
Highlights: Perfect for pairing with
high-fashion denim, but equally smart
enough for dressier occasions, this
Pilot execution is a stand-out model.
Its vibrant sunray blue dial works
effortlessly alongside the steel case
for a fearless look. Features a Miyota
OS20 Chrono movement. Reinforced
mineral crystal. 5 ATM water resistant.
PILOT TW407
SIZE – Ø 48MM
6
Highlights: Perhaps visually the most
luxurious looking Pilot timepiece, this
model adds a touch of glamour to the
range courtesy of the PVD rose gold
plating used on its steel case. Its sunray
blue dial is paired with a blue leather
strap – one that also incorporates a PVD
rose gold plated clasp to compliment
the case. Features a Miyota OS20 Chrono
movement. Reinforced mineral crystal.
5 ATM water resistant.
7
CEO TECH CE4020
SIZE – Ø 48MM
Highlights: The third timepiece produced in collaboration
with brand ambassador and 13-time Formula One™ race
winner David Coulthard. Designed to look good when worn
with casual or formal dress, this CEO Tech execution is a
one-style fits all occasions piece – as per David specific
style inputs. Features a Miyota 6S20 Chrono movement –
accurate to 1/20th of a second. Sapphire crystal. 10 ATM
water resistant.
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TW STEEL - MAGAZINE
PEOPLE’S CHOICE
YAMAHA FACTORY RACING TW927
SIZE – Ø 48MM
8
Highlights: One of our special edition Yamaha Factory Racing
timepieces, the Pilot version incorporates style elements inspired
by the team’s stunning YZR-M1 racing bike. A sporty black carbon
fiber design dial hosts bold white numbering while the brushed
steel case is further accented by PVD yellow gold plated pushers.
Features a Miyota 6S20 Chrono movement. Hardened mineral
crystal. 5 ATM water resistant.
SLIM LINE TW1300
SIZE – Ø 45MM
9
Highlights: The innovative Slim Line collection
fuses oversized appeal with a more formal,
dressier and sleeker watch case – perfect for
pairing with a designer shirt. This model offers
a refined, under-stated look with a sunray
black dial and black turn edge leather strap.
Features a 3-Hand Miyota 1S13 movement.
Sapphire crystal. 5 ATM water resistant.
10
SLIM LINE TW1304
SIZE – Ø 45MM
Highlights: With a nod to a more classical
look, this very contemporary Slim Line
execution embraces its formal design with
a stately sunray silver dial housed in a steel
case with A-grade PVD rose gold plating.
A dark brown turn edge leather strap adds
to its opulent looks. Features a 3-Hand
Miyota 1S13 movement. Sapphire crystal
5 ATM water resistant.
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VOYEUR
TW STEEL’S OFFICIAL ENTERTAINMENT
DIVISION, STEEL ENTERTAINMENT GROUP,
HOSTED ITS BIGGEST EVER SELL-OUT EVENT
The move to the bigger venue
followed ten straight sold-out
editions at smaller venues in the
city such as Jimmy Woo and Club
ON DECEMBER 6TH 2014 WITH ITS POPULAR
Air. The re-location proved to be
ELECTRONIC DANCE MUSIC CONCEPT,
tickets for Heineken Music Hall’s
‘VOYEUR’ BEING STAGED IN AMSTERDAM’S
HEINEKEN MUSIC HALL FOR THE FIRST TIME.
massively popular with all 4000
edition of ‘VOYEUR’ selling out
quickly along with 35 VIP tables for
those seeking that added element of
luxury on the night.
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TW STEEL - MAGAZINE
PEOPLE & LIFESTYLE
TW Steel brand ambassador Mitchell
Niemeyer led the artist line-up, joined by
the likes of Aaron Gil, Delivio Reavon and
Mister VI in getting the crowd pumped up
and the music blasted to a new extreme in
the bigger arena – effectively turned into
with people looking for a totally different
one huge nightclub for the event.
nightclub experience. We showcased the
best of real House music and the crowd
Commenting after the successful, capacity-
there contributed to one awesome party.
packed night out, Harith el Jilali, co-founder
of Steel Entertainment Group alongside
“When you combine the talent of the artists
TW Steel CEO Jordy Cobelens, commented;
we had on the night, with a great crowd
and an amazing location, you can’t go
“VOYEUR has been taken to a new level
wrong. We’ve set the bar high for the next
following our experience at the Heineken
edition of VOYEUR but our goal is simply to
Music Hall. The demand for a bigger
be bigger and better each time out!” ■
venue was there and we packed the place
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TW STEEL - MAGAZINE
“THIS IS MY TIME”
BY
RAHI
REZVANI
Mitchell Niemeyer
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TW STEEL - MAGAZINE
TAKE A SELFIE
Share your
TW Steel with us
and join our ‘Big
Time’ community.
We believe in doing
everything ‘Big Time’ and we’d
like to invite you to share your
experiences through our social
media platforms.
We’re proud to have a strong
presence across all the popular
social media channels.
Please join us on them for
regular brand updates and
exclusive promotions.
46
TW STEEL - MAGAZINE
@twsteel
twsteelwatches
twsteel
twsteel
TWSteel
“THIS IS MY TIME”
Kelly Rowland
BY
KELLY ROWLAND CANTEEN BRACELET
RAHI
SPECIAL EDITION FEATURES
coating - Precision chrono movement - Mineral
crystal - Steel bracelet with PVD black coating
10 ATM water resistant.
TW312
REZVANI
40 mm Steel case with A-grade PVD black
www.twsteel.com