TW Steel is a brand based in the Netherlands, founded in 2005 and so now at its 10th anniversary. Founded by Jordy Cobelens, CEO (he was just 22 at the date of foundation), with Ton Cobelens (Jordy’s father) as Chief Design Officer, their initial inspiration was watches with a powerful identity provided by the simple design, crown locking device and above all large size (generally 45mm and 50mm). The brand’s first collection was a four-model range with a total of 1,200 pieces. It sold out in six weeks on the Dutch market alone.
This year (2015) the brand is celebrating its anniversary with a re-vamped Canteen collection, with new leather straps and steel bracelets. The collection comprises about 150 designs including some automatic models (the rest are quartz). The company currently sells about 200,000 watches a year, with about 5,000 retail outlets in over 100 countries.
TW Steel has important marketing links with sport. The brand has sponsored the Lotus and Sahara Force India F1 teams; Valentino Rossi wore a TW Steel watch even before contracts were made with Yamaha Factory Racing.
Jordy Cobelens has other interests beyond watches. He is a DJ and has his own record company, JC Records, and an artist management and events company, Steel Entertainment Group. The watch brand develops some interesting synergies with the entertainment company, creating events promoting the watches and announcements regarding their testimonials.
The company’s name, TW Steel, means “the watch in steel.”
TW Steel Europe B.V.
1948 RM Beverwijk
Jordy Cobelens, CEO
Ton Cobelens, Chief Design Officer
Jeroen Holterbosch, Art Director
(in the photo below, Ton (left) and Jordy: