The big steel

In a country known primarily for leisurely pursuits other than that of fashion, it’s a bit surprising to know that TW Steel, the watch brand that started out and has become popular for its oversized watches, is a product of the Netherlands. The Amsterdam-based brand, which literally spells out “The Watch in Steel,” has modified the whole idea of wearing big watches with its provision of timepieces that are no smaller than 45 mm in diameter for their round styles (the biggest come in 50 mm, roughly the size of those canned juices out in the market) and 37 mm for their rectangular Goliath style.

“Big watches can be addictive,” says TW Steel chief executive officer Jordy Cobelens, recently in Manila for the launch of the brand at Adora. It may have something to do with the size: how large proportions connote strength and power. Or it may just be because they look so darn good. “It’s a whole new lifestyle,” adds the 26-year-old former DJ, discounting the fact that the demand for big-faced time-tellers is just in pursuit of a trend.

Incidentally, it was Cobelen’s father Ton Cobelens, a one-time distributor of luxury watch brand Raymond Weil in the Netherlands during the ‘80s, who piqued Jordy’s interest in the watch industry and helped create and launch TW Steel in 2005. In three years, the brand has grown, first making waves in Spain before enjoying popularity in the rest of Europe and eventually North America and Asia.

With three lines comprising nearly 80 styles, TW Steel relies on sleek and simple designs and cases made of high-grade steel and, for some models, 100 percent PVD gold or rose gold plating to back up their XXL watches.

It also helps that some of these designs are heavily tech-outfitted, particularly the Grandeur Line, which includes a diver series that boasts a chrono precision movement and is water-resistant up to 100 meters, and the recently-launched A1GP watch, a style that celebrates TW Steel’s partnership with A1GP (A1 Grand Prix), the motosport series participated in by more than 20 countries worldwide. The A1GP watch is unique in itself: its soft rubber straps have a distinct racing tread with an anti-dust protection layer and the white strap, in particular, has special UV protection. All A1GP watches also have a new choronograph movement that measures the time an impressive 1/20th of a second.

Despite the masculine proportions, spartan designs and its male-centered marketing, TW Steel is also a big hit among women. Women love its massive proportions and particularly like the designs that incorporate cubic zirconia diamonds around the frames. Besides, there’s nothing sexier than seeing a woman wearing a man’s watch; it’s comparable to when a woman wears her boyfriend’s shirt.

Recently, TW Steel signed up young Spanish tennis star Tommy Robredo as one of its ambassadors. Robredo, who entered the top 10 roster in 2006, was already a fan before even being signed on. Other ambassadors are professional racecar drivers, Dutch twin brothers Tom and Tim Coronel. The brand also has fans amongst Hollywood denizens. Cobelens recounts how Lionel Ritchie started wearing TW Steel after spotting it on the wrist of the man who drove his limousine when he was performing in Amsterdam. Justin Timberlake discovered it as well while on tour in the Netherlands. Same story: on his limousine chauffeur.

So does that mean TW Steel should start providing all the luxury limousine chauffeurs in Amsterdam with their own oversized watches? Not necessarily. The point Cobelens is trying to make is that TW Steel easily attracts everyone and anyone. “It’s distinctive and it’s unique and it proves that you don’t need something that’s so expensive to make a statement.”

TW Steel is distributed by Lucerne and is available at Adora at Greenbelt 5, Lucerne at Shangri-la Plaza and Chronos stores nationwide.

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