Jordy Cobelens

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Chief Executive Officer

Jordy Cobelens knows watches. As CEO of TW Steel, Jordy is engaged in the development of a burgeoning global watch brand – a business he learned from the ground up with his experience in sales and distribution dating back to his mid-teens.
Cobelens’ entrepreneurial flare was officially recognized in 2011 when he was named ‘Emerging Entrepreneur of the Year’ at the prestigious Ernst & Young Business Awards in The Netherlands.
Born and raised in Amsterdam, it was Jordy’s father, Ton Cobelens, who first forged his son’s interest in watches as a distributor in The Netherlands before going on to run a successful advertising agency. With Ton then starting his own watch brand, Jordy soon found himself honing his entrepreneurial skills at school, selling watches to the fathers and relatives of his friends.
Ton and Jordy first began working in earnest together with the start of Ton’s Swiss watch brand. It was during this period Jordy learned the trade, including spending a year working in Germany, dealing with jewelers and distributors, gaining first-hand experience of the watch business on every platform. The company enjoyed strong sales in Holland, Germany and Spain.
Running parallel to his on-going commitments in the watch industry Jordy founded his own record company – JC Records. An accomplished DJ, Cobelens turned his passion for music into a business while continuing to play at several major festivals in Holland throughout this time.
The concept of TW Steel was enough to lure Jordy back into the watch business on a full-time basis and again work with his father in 2005. Believing in the potential of the brand, Jordy seized the opportunity to head up TW Steel and front its development as it quickly became a leader in the field of oversized watches, its name meaning ‘The Watch in Steel’.
With Ton focusing on the design of these highly individual watches, Jordy has successfully led TW Steel from the front and into global brand expansion.
TW Steel continues to go from strength to strength with Jordy Cobelens’ unrivalled passion for the brand driving its continued success while at the same time he maintains his interests in the music industry through another of his companies, Steel Entertainment Group – a leading artist management and events organization.


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