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TW STEEL - MAGAZINE1| www.twsteel.com |
M A K I N G A S T A T E M E N T
TW STEELS U M M E R E D I T I O N 2 0 1 5
MOTORSPORT
CELEBRATINGA DECADE OF BIG TIME
TOP 10TW STEELMOMENTS
MISSTW STEELLOOKING BACK ON 10Y E A R S O F B I G T I M E
TW STEEL - MAGAZINE2
BY
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DAVID COULTHARD TECH FEATURESSteel case with PVD black coated bezel -
carbon dial - precision chrono movement -
sapphire crystal - black silicon strap -
10 ATM water resistant
CE4019 Ø 44 MM
CE4020 Ø 48 MM
“THIS IS MY TIME”David Coulthard
TW STEEL - MAGAZINE3
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 CobelensCo-Owner & CEO, TW Steel
TW STEEL - MAGAZINE4
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.
TW STEEL - MAGAZINE5
TON COBELENS ON CANTEENTHE SECRETS BEHIND TW STEEL’S FLAGSHIP
MODEL AND A CONTEMPORARY CLASSIC.
TOP 10 BEST SELLERSREPRESENTING THE VERY BEST OF
TW STEEL, THESE MODELS ARE THE
HOTTEST TICKET IN OVERSIZED LUXURY.
STATE OF MIND MISS TW STEEL OLIVIA ORTIZ SHARES HER
THOUGHTS WHILE MODELING HER FAVOURITE
TIMEPIECES.
29
23
39BIG TIME NEWS ............................................... 10
BIG TIME AMBASSADORS MESSAGES ................... 12
Q&A TIM CORONEL ........................................... 33
TON COBELENS TOP 10 MOMENTS ...................... 35
VOYEUR .......................................................... 43
SHARE YOUR TW STEEL ..................................... 46
TW STEELcontentsJORDY COBELENS
THE CEO CASTS HIS MIND BACK OVER A
DECADE OF MEMORABLE MOMENTS AND
SHARES HIS FAVOURITES.
MISS TW STEELTHE COMPETITION THAT PUT TW STEEL ON
THE MAP AROUND THE WORLD AND LAUNCHED
A BIG TIME CAREER.
CELEBRATING A DECADE OF BIG TIME MOTORSPORTFROM THE GLAMOUR OF THE MONACO GRAND PRIX TO THE
DUSTY DUNES OF THE DAKAR RALLY – TW STEEL HAS ENJOYED
A SIZEABLE SPONSORSHIP PRESENCE IN GLOBAL MOTORSPORT.
6
20
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TW STEEL - MAGAZINE6
JORDY COBELENST O P 1 0 T W S T E E L M O M E N T S
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’.
BY
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TW STEEL - MAGAZINE7
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™
Team (formerly Renault F1™ Team) and Sahara
Force India Formula One™ Team, it’s incredible
to think that we accomplished that given we
started in F1™ when the company was barely
even five years old.”
“We were approached by F1™ teams during
our period of sponsorship with A1GP and when
that began we had only been operating for three
years. I was immensely proud to see our logos
on the Renault F1™ Team car for the first time
and the platform delivered tremendous results
for the brand bringing global recognition and
some outstanding opportunities for activation
and consumer engagement.”
Opening of TW Steel HQ“This was a big move for us to take on a new,
bigger HQ but it represented our growth at the
time and quite frankly, we definitely needed
the space. Equally pleasing was the fact that
we were almost full as soon as we moved into
our new building. Our HQ is a great place to
welcome our partners and showcase the world
of TW Steel.”
David Coulthard Becoming a Brand Ambassador“David is an outstanding brand ambassador for
TW Steel. When we announced our relationship
with him at the Monaco F1™ Grand Prix in
2010 it was a big moment. He carries obvious
global recognition but more importantly he’s
representative of the TW Steel lifestyle.
“He’s very much his own person, he’s into
making bold statements and he’s proven
himself to be adaptable time and time again
from racing cars to the business world to being
a world-class F1™ commentator. His ability to
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.”
CEO Tech World Centennial Timepiece“To me the one-off CEO Tech World Centennial
model, which we produced to celebrate
reaching the milestone of TW Steel retailing in
over 120 countries, represents the very best of
what we can do. Our product has always been
the most important factor in the success of
TW Steel so it was an easy decision to make
this one-off timepiece a highlight celebrating the
very best of our design capabilities. The fact it
won the ‘People’s Choice’ Award at the Couture
Time Awards shows we got it right!”
Jay Z Pictured Wearing TW Steel“This was a true ‘stop and stare’ moment
when we first saw pictures of Jay Z wearing a
TW Steel watch. The fact that our design had
appealed to a global artist with such a powerful
consumer-facing influence was phenomenal.
He’s one of the best-known people on the
planet and here he was sporting our model on
his wrist. We were still an emerging brand at
the time but the publicity and the credibility it
brought to our company was just huge. It got a
lot of people talking and we made sure people
knew about it!” ››
TW STEEL - MAGAZINE8
Amsterdam Distributors Conference“We hosted our first ever distributors conference
in Amsterdam in 2010 and again, it was a
landmark moment as we brought all our partners
together here in our home city. We’d all been
working hard for almost five years by that point
to really establish TW Steel globally. To see so
many territories represented at the conference,
and to enjoy the opportunity to share best
practices and outline the future vision for the
brand was an experience as a young CEO
I’ll never forget.”
Monaco Grand Prix“To be at the Monaco F1™ Grand Prix, on a
yacht, as a sponsor of a Formula One™ team
was a very proud moment for me looking back.
We used the opportunity the first two years of our
involvement to bring guests to the race, enjoy the
lifestyle that comes with being there and to host
a major party onboard each weekend.
“I think we created quite an impression,
which again, for a young emerging brand was
extremely important given the weight of the
major brands already involved in the sport. We
hosted VIP’s from the F1™ community, golf,
soccer, business, modeling and of course, the
watch industry. It was of course a lot of fun but
crucially it made a bold statement about who
we were as a brand.”
World’s First TW Steel Boutique Store“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.”
MotoGP™“Other than just the sheer excitement of
being involved with one of the leading
teams in MotoGP™, our partnership with
Movistar Yamaha MotoGP™ is significant
and undoubtedly a highlight for me due to the
opportunity to associate ourselves with such
a major brand as Yamaha.
“Their commitment to performance and
teamwork is exceptional and our shared values
have seen us grow our partnership and engage
not only their global distributor network but their
loyal consumer base too. While we love the
team’s success on-track, with Valentino Rossi
and Jorge Lorenzo, we love the brand building
opportunities that lie beyond the circuit.
VR|46 Relationship“I love our partnership with VR|46 for a huge
variety of reasons but primarily because I
admire what Valentino Rossi has achieved
creating a lifestyle brand with such widespread
appeal. As a MotoGP™ legend he has
exceptionally high standards and a commitment
to success that is unrivalled. I’m immensely
proud that he saw the value in a relationship
with TW Steel to produce the VR|46 / Yamaha
Factory Racing Collection – the first timepiece
family to be affordable to his fans and one that
proudly incorporates the famed VR|46 logo and
colour schemes.” ■
10 TOP MOMENTS
TW STEEL - MAGAZINE9
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.
TW STEEL - MAGAZINE9
TW STEEL - MAGAZINE10
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
attended the ‘Meet & Greet’ with Nico at
the Hour Choice store just a couple of
days before the Abu Dhabi F1™ Grand
BIG TIME RACES INTO UAE
Prix raced into the region. A successful
retailer promotion mirrored the consumer
incentive with sales up 100% compared
to the same period the previous year.
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.
PILOT YOUR LIFE Australian Winner
MOVISTAR YAMAHA UNVEILS 2015 YZR-M1 IN MADRID
The Movistar Yamaha MotoGP™
Team gathered in Madrid to officially
launch their 2015 campaign in the
quest for title victory. A winter of
development by Yamaha engineers
and exhaustive training by the riders
sees a formidable team gathered
and ready to prove themselves
against the best in the world. The
2015 season will be the third
year of partnership between the
Yamaha Factory Racing Team
and TW Steel. The collaboration
started in 2013 and has resulted
in some extraordinary TW Steel
collections such as the Yamaha
Facotory Racing collection and
VRl46 collection.
BIG TIME NEWS
TW STEEL - MAGAZINE11
BIG TIME NEWS
PILOTING HIS LIFEPilot Your Life winner Jonathan
Marques-Maycock has passed
his helicopter exam. Authorized
and capable to now fly
helicopters solo, the prize winner
of our 2013 global campaign
continues to literally pilot his
life. We extend our Big Time
congratulations to Jonathan
and encourage him to fulfill his
ambition of becoming an Air
Ambulance pilot.
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.
NEW-LOOK TW STEEL WEBSITE COMING
An ecstatic Jonathan explained
how the helicopter training has
also impacted him outside the
cockpit: “The forward planning
in flying a helicopter brought
me a lot in my personal life. We
must be certain where we want
to be; what is our plan? How
you are going to get there and
if something goes wrong, what
is your plan B? Aviate, navigate
and communicate.”
TW Steel recently celebrated
a new retail platform in
The Philippines following
the launch of a brand new
boutique in the Century City
Mall in Makati. The design
and layout mirrors the newest
store concept introduced by
TW Steel and offers a bright
and contemporary home
THE PHILIPPINES CELEBRATES LATEST BOUTIQUE
for the latest timepieces to be
displayed. Situated in the heart
of the vibrant mall, renowned
as a shopping mecca, the
location boasts a wide array
of shops, services and
restaurants. The TW Steel store
sits in a high traffic area – sure
to turn plenty of heads and
attract new fans to the brand.
TW STEEL - MAGAZINE12
10“TW Steel has come a long way in a
relatively short period of time. I wish
everyone there a Happy 10th Anniversary.
“To establish the TW Steel brand and turn
it into a globally recognized timepiece
company is a massive achievement.
Jordy and his team must be very proud,
and of course, congratulated. “I’m a
watch enthusiast and extremely proud
to be a TW Steel ambassador with a
couple of special editions baring my
name in the collection. To utilize their
own catchphrase, they have a ‘Big
Time’ range of timepieces. It’s always a
challenge to choose just one to wear –
that’s a happy problem to have.”
MICK DOOHAN:
KELLY ROWLAND
“I’ve known everyone at TW Steel a
long time and it’s great to be part of the
family celebrating their 10th anniversary
this year. I was so honoured to become
a TW Steel ambassador and work with
such a great lifestyle brand, especially
one that’s as equally passionate about
music as I am. The fact that we’re both
Dutch is another added bonus but our
aspirations have always been global.
I’m proud to wear my TW Steel watches
and love the fact I now have my very
own special edition Canteen model.
Congratulations TW Steel and here’s to
another 10 years at the top!”
MITCHELL NIEMEYER:
“Huge congrats on your 10 Year
Anniversary, TW Steel! Best watches
out there and I look forward to what
you develop in the coming years!”
EMMAMCFERRAN
“10 years of big time – that’s a fantastic
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.”
‘In just 10 years TW Steel has broken
the mould and created a range of highly
fashionable, affordable watches which
make a big statement. It’s a remarkable
story of great entrepreneurship and the
sort of challenge to the supremacy of
multi-billion dollar business that is every
student’s dream. For sure, the next 10
years will be big in watches for TW Steel’
Paul Griffiths, CEO - Dubai Airports
PAUL GRIFFITHS
BIG TIME AMBASSADORSMESSAGES
10 YEARS OF BIG TIME
TW STEEL - MAGAZINE13
“I am proud to be a TW Steel brand
ambassador. Time and again they
surprise me as they’re not afraid
to do things differently, which is
quite unique for a business that is
traditionally very conservative.
I like that and it’s also a quality that’s
reflected in their watches. In this day
and age people are looking to stand
out a little more and wearing a
TW Steel certainly does that.
“I’ve represented TW Steel all
around the world at store openings,
industry exhibitions, and at F1™ and
MotoGP™ races and everywhere
they go they truly build relationships
– people and product are at the very
heart of what they do. I think the
back story to the brand, with it being
family owned and operated by Jordy
and Ton, really helps and it brings a
much more personable approach to
their business. “Congratulations to
everyone at TW Steel on celebrating
your 10th anniversary in 2015. I
know the amount of sheer hard work
that goes into the brand each day.
The end result is not only a luxurious,
yet affordable, watch but also the
creation of a lifestyle brand that
people are attracted to and have a
lot of fun with. 10 Years of Big Time –
I can’t argue with that!”
DAVID COULTHARD:
“I’d personally like to wish both
Jordy and Ton and the whole TW
Steel team a big congratulations on
reaching their 10th anniversary. It’s
been a pleasure to be associated
with the brand having first been
introduced to them when we were
both involved in the A1GP World
Cup of Motorsport. “I’ve seen the
EMERSON FITTIPALDI:
brand grow, not only in terms of its
global popularity but in its activities,
such as its Formula One™ team
sponsorships and its roster of
brand ambassadors. I’m delighted
to be one of those ambassadors
and I’m exceptionally proud of the
two TW Steel watches designed
to carry my name. “Those watches
have proved to be very popular I’m
happy to say and it’s always a talking
point when people see you wearing
a TW Steel. People are passionate
about their TW Steel’s and in turn, the
company is equally passionate about
designing oversized watches that will
appeal and make a big statement. I
wish them well for the next 10 years!”
“BIG TIME Congratulations to our friends
at TW Steel celebrating their 10 years
anniversary this year. We too at Yamaha
are celebrating our 60th anniversary
this year so together we are already
70! Looking forward to celebrating
together at our first MotoGP™ win of
the season….. hopefully that will be very
soon following the start of the season on
March 29th in Doha…”
Lin Jarvis, MD Yamaha Motor Racing Srl
“I want to send my best wishes to
all friends at TW Steel for their 10th
birthday! TW Steel and I have designed
the “VR|46” watch together and I am
very proud for this creation as I know
many people working there are huge
motorsport fans. 2015 is going to be
an important year for both of us and I
hope it’ll bring plenty of victories! Happy
birthday TW Steel!” Valentino Rossi
VALENTINO ROSSI
LIN JARVIS
“Congratulations to TW steel on
their 10th anniversary, I am proud
and honoured to have started my
motorsport career as a friend of
TW Steel and look forward to both of
our continued success together”
Charlie Eastwood WRS driver 2015.
CHARLIEEASTWOOD
10 YEARS OF BIG TIME
TW STEEL - MAGAZINE14
MOTORSPORT
CELEBRATINGA DECADE OF BIG TIME
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.
A DECADE OF MOTOSPORT
TW STEEL - MAGAZINE15
The 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 building of a watch brand and of course, in being successful on-track whether you’re a dedicated club racer or an established F1™ team.
TW Steel’s introduction to motor-sport was through its very first brand ambassadors, Tim and Tom Coronel. The Dutch racing twins,
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.
In terms of accelerating brand awareness of TW Steel in its native Holland, the Coronel brothers 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!
A DECADE OF MOTOSPORT
TW STEEL - MAGAZINE16
With the series competing in key growth markets, TW Steel, together with its distributors in 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 successful activation in A1GP quickly attracted the interest of several Formula One™ teams – all keen to provide a home for the brand at the very pinnacle of international motorsport.
With the largest audience in the world for an annual sports platform, beaten only by the FIFA
TW STEEL - MAGAZINE16
It wasn’t long however before TW Steel sought out global aware-ness opportunities and in 2008, just three years into the com-pany’s lifespan, Jordy Cobelens committed the brand to its first global marketing platform as ‘Of-ficial Watch and Timing Partner’ to the A1GP World Cup of Motor-sport 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 an exciting opportunity for brand awareness and consumer activation.
World Cup and the Olympics – hosted every four years, Formula One™ and the reach it enjoys 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.
TW Steel was subsequently an-nounced as the ‘Official Timing Partner’ to the Renault F1™ 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 pay-off would be substantial and it wasn’t long before TW Steel’s
A DECADE OF MOTOSPORT
TW STEEL - MAGAZINE17
A DECADE OF MOTOSPORT
footprint in the paddock, and with consumers, was estab-lished.
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
TW STEEL - MAGAZINE18
produced on behalf of the team and through the likes of its ‘Every Second Counts’ competition – allowing lucky winners the opportu-nity 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 con-tinuing to provide both the brand,
A DECADE OF MOTOSPORT
TW STEEL - MAGAZINE19
and its retail partners around the world, an exceptional platform for promoting TW Steel’s product and values.
TW Steel also enjoys a partner-ship with VR|46, the lifestyle brand created by nine-time MotoGP™ World Champion, Italy’s Valentino Rossi. In a rela-tionship 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 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
personality has achieved ‘Big Time’ success in their field and as bold, statement-making individuals, they perfectly reflect TW Steel’s values.
Reading like a motorsport ‘Hall of Fame’, the brand has enjoyed relationships with the likes of Emerson Fittipaldi – the Brazilian a two-time Formula One™ World Champion and two-time Indy 500 Winner, Mick Doohan – the Australian four-time MotoGP™ World Champion, Dario Franchitti
A DECADE OF MOTOSPORT
– the Scottish racer a four-time IndyCar Series Champion and 3-time Indy 500 Winner, and David Coulthard – the Scot a 13-time F1™ Grand Prix Winner and current F1™ commentator for the BBC.
Motorsport has undoubtedly played a significant role in promoting TW Steel over the past 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. ■
TW STEEL - MAGAZINE20
TW Steel’s first foray into an international
sponsorship platform was its involvement in
the 2008-09 A1GP World Cup of Motorsport.
TW STEEL MISS
L O O K I N G B A C K O N 1 0 Y E A R S O F B I G T I M E
TW STEEL - MAGAZINE21
INSPIRING
big investment and commitment from the fledgling brand, the opportunity also gave the com-
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 of the ‘Miss TW Steel’ competition.
With a $25,000 US prize on offer, along with a photo-shoot with the Dutch edi-tion of FHM and the opportunity to be a TW Steel Brand Ambassador for a year, needless to say the interest in competing was substantial.
Events were hosted at each A1GP event around the world during the 2008-09 season with the ‘Miss 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 and then flown to England in June 2009 where the final of the competition was held in conjunction with the prestigious ‘British F1™ Grand Prix Ball’ – attended by the great and the good of the motorsports community as well as celebrities and VIPs. ››
A
TW STEEL - MAGAZINE22
The seven finalists on the night in-cluded, Miss Chantal de Kruijff – ‘Miss TW Steel The Netherlands’, Miss Dyan Zou Xiao Qian – ‘Miss TW Steel China’, Miss Parveen Brar – ‘Miss TW Steel Malaysia’, Miss Carena West – ‘Miss TW Steel Australia-New Zealand’, Miss Amy Lombard – ‘Miss TW Steel South Africa’, Miss Olivia Ortiz – ‘Miss TW Steel Portugal’ and finally Miss Kimberly Cooper – ‘Miss TW Steel Great Britain’.
Ultimately it was Miss Olivia Ortiz who triumphed on the night having impressed the judging panel which consisted of TW Steel CEO Jordy Co-belens, former F1™ team boss, Eddie Jordan, model and fashion designer, Caprice Bourett and finally singer, Rick Parfitt Jnr.
The 22-year-old, who was studying to be a physiotherapist at the time, re-
membered her shock at winning and collecting the cheque for $25,000.
“To be honest it was a complete sur-prise. I was just stunned to be one of the three finalists along with Carena and Amy. I honestly didn’t believe my name would be announced. It took me a few minutes to realize that it was really me who had won. I was so happy I could barely talk. I loved every element of the competition.”
Her success hasn’t stopped there we’re pleased to report. Winning Miss TW Steel launched her into a full-time modeling career and now Olivia is also an accomplished ac-tress and TV presenter in Portugal. We continue to congratulate Olivia on making the most of her BIG TIME opportunity with TW Steel! ■
INSPIRING
TW STEEL - MAGAZINE23
Olivia
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.”
***
STATE OF MIND
TW STEEL - MAGAZINE24
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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“I’VE LEARNED THAT TIMING IS
EVERYTHING. BEING IN THE
RIGHT PLACE AT THE RIGHT TIME
CAN MEAN A LIFE CHANGING
OPPORTUNITY.”
STATE OF MIND
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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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“I LOVE MY TW303 BECAUSE IT
HAS A CLASS AND AN
ELEGANCE THAT SUITS MY
STYLE, IT’S PERFECT FOR EVERY
OCCASION.”
STATE OF MIND
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***
“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.”
STATE OF MIND
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TON COBELENS ON CANTEEN
TW STEEL’S CHIEF
DESIGN OFFICER, TON
COBELENS, IS A MAN OF
FEW WORDS. INSTEAD
THE DUTCHMAN LETS
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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The original TW Steel
collection, Canteen has
evolveda over the years and
with the company’s 10th
anniversary being celebrated
in 2015, homage to the design
is only fitting given its status
as a mainstay of the brand.
We managed to sit down with
Ton and get him to open up
about the birth of all things
‘Big in Oversized Watches’
and Canteen’s origins. Here we
present Ton in his own words!
On the inspiration for TW1,
the original Canteen design:
“I was inspired by a watch
from the Second World War, I
believe it was from an American
brand called Elgin. It featured a
simple hook on which the crown
cap was attached to the case.
This allowed the watch to be
waterproof because the crown
cap took away the pressure from
the crown in water.
“While we don’t need to do that
these days with current watch
technology, it was a style element,
almost a vintage touch, that I was
attracted to initially. I expanded
upon it for our original Canteen
models, designing my own hook,
one that was much bolder and
more solid than the relatively
fragile one that first inspired me.
Now it’s our hook design that’s
replicated more than any other
brand!”
On one simple watch design
leading to TW Steel becoming
a major global lifestyle brand:
“I certainly didn’t imagine in the
early days that it would take TW
Steel to where we are now in
the watch industry. That said,
the success of Canteen was
immediate, there was no slow burn
to its popularity. It was instantly a
hit with consumers and we grew
from there to meet the demand for
affordable oversized watches.”
On his emotions seeing the
success of Canteen
after its initial introduction:
“Well obviously it was a great
feeling. Even without advertising
the watch was selling extremely
well. It was captivating in the
window of a jewelry store,
people were drawn to it because
it was new and bold.”
On the global popularity of
TW1 and the Canteen Collection
in general:
“It’s an eye catching design first
and foremost. There’s a strong
vintage appeal to TW1 which
isn’t comparable with other
models from our competition.
Undoubtedly its price-point is
also a key factor in its success
but that, fused with its simple,
elegant looks, has ensured it has
a timeless appeal and why TW1,
and other Canteens, sell
so well.” ››
DESIGN
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CS3 / CS4
CS25 / CS26
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
technically. The watch has to keep
its DNA to satisfy the consumer
demand for this style.”
On getting carried away with a
watch design and dialing himself
back a little:
“I can really only think of a couple
of occasions in the past ten years
where I’ve gotten a little carried
away. I simply just have to remind
myself that our designs have to
be commercial and appealing to
On the challenge of evolving the
Canteen Collection and keeping
the consumer happy:
“It’s a challenge for sure! Since we
first introduced Canteen almost
ten years ago I think we’ve re-
styled the concept around three
times. We always focus on minor
adaptions and improvements.
DESIGN
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COMPETITION
CB141 / CB142
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
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, three-
hand 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
power in the market and we know
how much people love their Canteen
timepieces.” ■
DESIGN
CB93 / CB94
CB31 / CB32
TW STEEL - MAGAZINE33
These 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 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?
EAT MY DUST!TIM CORONEL
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?
TC: “Big, clear, stunning.”
Q: What similarities do you share with TW Steel?
TC: “Great question! I think we’re both innovative, pioneering, adven-turous, and of course, very ‘chic’.”
Q: What are your favorite TW Steel memories?
TC: “Undoubtedly for me it was the release of my first Dakar Limited Edition timepiece. That was a spe-cial 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?
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.
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Q&A WITH TIM CORONEL
TC: “Both require innovative think-ing and the motorsport and watch worlds are highly competitive. Everyone’s focused on performance and of course timing. They work well together because it’s a relation-ship 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
with designs and styles catered for a wide variety of tastes. They haven’t limited their audience which is a great thing.”
Q: Of the events you’ve been involved in with TW Steel sponsor-ship, which has been your favourite?
TC: “I’d say Dakar in 2010. We were 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?
TC: “Every year I test my Limited Edition watch during the Dakar Rally. It’s a product test like no other and each year, the piece always does the business.”
Q: Where do you think TW Steel will be in 2025?
TC: “Still on my car and definitely on my wrist!”
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TON COBELENSTOP 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 TW1FROM 2005
TW STEEL - MAGAZINE36
The Birth of TW Steel“The very start of TW Steel was a great
moment for me personally. Seeing our first
four Canteen models selling out within the
first two months without any marketing or
PR was fantastic. Finally people could afford
an oversized watch that was beautifully
designed and well built. The models really sold
themselves but that’s where it all started and
has led us to where we are today.”
Spanish Take Off“Spain was one of the first markets to
distribute TW Steel and in one year, between
2006 and 2007 we launched ourselves into 250
points of sale. That’s fantastic for an unknown
brand and naturally, as a result, we became a
known brand pretty quickly thereafter.”
German Successes“The satisfaction I take from the German
market was that it took some time to get
TW Steel going there but once it went big,
it went really big! I’m pleased to say that
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.”
TW1 Canteen – Best Seller“The very first TW Steel Canteen model,
TW1, is to this date the best selling
timepiece in the history of TW Steel. It
truly is timeless but a modern classic at
the same time. It shows the strength of the
design and obviously it’s enduring appeal.
It’s very difficult for me to pick a favourite
watch but this one definitely comes close
given it’s success as one of the anchor
models in the whole of the TW Steel
collection.”
Jordy Cobelens – Award Winner“As a father, and as his business partner,
I was immensely proud when Jordy was
named ‘Emerging Entrepreneur of the Year’
in the Ernst & Young Awards in Holland in
2011. It was testament to his hard work
and leadership in growing TW Steel from
a basement in Amsterdam into a truly
global lifestyle brand. It was a top moment
both personally and professionally and one
I’ll never forget.” ››
10 TOP MOMENTS
Ernst & Young Awards Emerging Entrepreneur of the Year
TW STEEL - MAGAZINE37
Combating the Internet“While this moment is less ‘exciting’ shall we
say, it’s a critical one in terms of what we’re
doing to keep building TW Steel as a brand
with real value to the consumer. My other son,
Barry, works tirelessly to stop illegal sales
of TW Steel over the internet – an issue that
naturally impacts our distributors and in turn
their retail partners who so diligently sell
TW Steel the proper way. It’s an on-going role
but it’s so important in ensuring the consumer
purchases their TW Steel legally and with the
appropriate warranty.”
TW Steel and Formula One™ Team Sponsorship“Like Jordy I was so excited to see TW Steel
logo’s on the Renault F1™ Team car when
we invested in our first Formula One™ team
sponsorship. Knowing that millions of people
around the world would be exposed to
TW Steel through that platform was
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.”
Grandeur Tech Collection Introduction“The introduction of our Grandeur Tech
collection was a significant moment in the
growth of TW Steel. It was a completely new
concept and the design had to tackle a few
innovative elements but we succeeded. It’s
been an extremely popular collection ever
since. I think people are really drawn to the
fusion of style, almost with an industrial
element. They’re statement making timepieces,
rugged and sporty at the same time.”
One-Off Timepiece for Mohammed Ali“I couldn’t not include this in my Top 10
moments with TW Steel. I had the honour of
designing a one-off timepiece for Mohammed
Ali. I chose to base it around a Tech design and
it was an unbelievable thrill to see pictures of
him then wearing it before it was auctioned off
for charity. I believe it sold for €12.000 which
was fantastic.” ■
10 TOP MOMENTS
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101
TOP 10 BEST SELLERS
Is there a better way to make a
bold statement than to sport a
TW Steel watch? We don’t think so!
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.
CANTEEN TW1 SIZE – Ø 45MM
PEOPLE’S CHOICE
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4
PEOPLE’S CHOICE
CE5011
2Highlights: 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.
CANTEEN TWA203 SIZE – Ø 50MM
3CANTEEN FASHION TW500SIZE – Ø 45MM
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.
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CEO CANTEEN CE1005SIZE – Ø 45MM
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.
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PEOPLE’S CHOICE
6
7
5PILOT TW403SIZE – 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 TW407SIZE – Ø 48MM
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.
CEO TECH CE4020SIZE – 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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8Highlights: 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.
9SLIM LINE TW1300SIZE – Ø 45MM
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.
10SLIM LINE TW1304SIZE – 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.
YAMAHA FACTORY RACING TW927SIZE – Ø 48MM
PEOPLE’S CHOICE
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The move to the bigger venue
followed ten straight sold-out
editions at smaller venues in the
city such as Jimmy Woo and Club
Air. The re-location proved to be
massively popular with all 4000
tickets for Heineken Music Hall’s
edition of ‘VOYEUR’ selling out
quickly along with 35 VIP tables for
those seeking that added element of
luxury on the night.
TW STEEL’S OFFICIAL ENTERTAINMENT DIVISION, STEEL ENTERTAINMENT GROUP,
HOSTED ITS BIGGEST EVER SELL-OUT EVENT ON DECEMBER 6TH 2014 WITH ITS POPULAR
ELECTRONIC DANCE MUSIC CONCEPT, ‘VOYEUR’ BEING STAGED IN AMSTERDAM’S
HEINEKEN MUSIC HALL FOR THE FIRST TIME.
VOYEUR
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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
one huge nightclub for the event.
Commenting after the successful, capacity-
packed night out, Harith el Jilali, co-founder
of Steel Entertainment Group alongside
TW Steel CEO Jordy Cobelens, commented;
“VOYEUR has been taken to a new level
following our experience at the Heineken
Music Hall. The demand for a bigger
venue was there and we packed the place
with people looking for a totally different
nightclub experience. We showcased the
best of real House music and the crowd
there contributed to one awesome party.
“When you combine the talent of the artists
we had on the night, with a great crowd
and an amazing location, you can’t go
wrong. We’ve set the bar high for the next
edition of VOYEUR but our goal is simply to
be bigger and better each time out!” ■
TW STEEL - MAGAZINE46
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BY
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AH
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ZV
AN
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KELLY ROWLAND CANTEEN BRACELET
SPECIAL EDITION FEATURES40 mm Steel case with A-grade PVD black
coating - Precision chrono movement - Mineral
crystal - Steel bracelet with PVD black coating
10 ATM water resistant.
TW312
“THIS IS MY TIME”Kelly Rowland