About the Brand

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About the Brand

Proudly Dutch, TW Steel stands unique amongst its rivals concentrating exclusively on continuing to develop and lead the oversized watch market established with the introduction of its first collection in 2005.
TW Steel, the name meaning 'The Watch in Steel', has rapidly established itself as a big, bold, lifestyle brand. Its collections are reflective of, and available for all tastes and occasions without compromise to design or build.
Successfully combining design and innovation, TW Steel offers a defined sense of individuality with style and quality assured.
Put simply, wearing a TW Steel makes a powerful statement!

HISTORY TW Steel started out in The Netherlands with the brand led by its entrepreneurial CEO Jordy Cobelens. He now spearheads one of the most exciting and innovative watch brands to hit the market in recent times.
A simple four-model collection in 2005 has quickly turned ‘The Watch in Steel’ into a breakout lifestyle brand with the range consisting of approximately 140 individual executions in 2013.
Being ‘Big in Oversized Watches’ is more than a mere strap line for the company though. The size of its watches form an essential part of TW Steel’s identity along with the unique use of stainless steel, all models being produced to Swiss quality standard.
It was an idea born out of the creative mind of Ton Cobelens, Jordy’s father, who leads the design process for each new timepiece, while the day-to-day running of the company is left to his son who, despite his age, boasts over a decade’s worth of experience in the watch business, having gained first-hand experience from the ground up in sales, marketing and distribution.
Jordy Cobelens’ drive and vision has helped to firmly establish TW Steel as a major international watch brand. From its relatively humble beginnings in 2005, TW Steel is now available in over 100 countries worldwide across approximately 5000 retail outlets.
While the company enjoys a broad-reaching, affordable price-point, the strength of the design, combined with the overall look and feel of the product, has ensured TW Steel sits comfortably in high-end retail outlets enjoying its own unique appeal against more established, aspirational brands.


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