Canteen Color

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TW Steel Introduces Canteen Evolution

AMSTERDAM, THE NETHERLANDS (MARCH 08, 2012)
TW Steel’s latest Canteen executions perfectly showcase the brand’s successful ability to take existing timepieces and evolve their look to continue to be ‘Big in Oversized Watches’. This is clearly evidenced in the sharp look of the Canteen Color editions.
Building on the continued popularity of the TW10 Canteen model, the three new models, TW35, TW36 and TW37 – available in 45mm only, inject a little more flare into the original design while keeping its obvious and exceptionally elegant appeal.
The stand-out feature on the Canteen watches is the use of 56 Swarovski crystals set on each bezel. White crystals adorn the TW35 while TW36 and TW37 use pink and black Swarovski crystals respectively. Each model uses a Miyota 2415 3-hand movement with a two-color combination on the hands with the part nearest to the center matching the color of the dial.
“From a design perspective I really just wanted to build on the appeal of the TW10 but offer a more contemporary twist,” enthused Ton Cobelens, TW Steel’s Chief Design Officer. “The two key changes we made were to change from a chrono movement to a 3-hand movement and to switch from zirconias on the bezel to Swarovski crystals. This evolution, in addition to offering something new in the Canteen collection, has also helped to lower the price-point, which is naturally very pleasing to the consumer.
“The new models have an obvious feminine appeal which is something I particularly wanted to incorporate more of into the Canteen family. With the use of white, pink and black Swarovski crystals and our colored straps, there really is something there to suit all tastes and occasions.”
An added style element, and another example of TW Steel’s focus on attention to detail, is the TW Steel monogram on the hook. This has been punched out for a hollow effect. Similarly, while all dials feature a new layout, the numbering and indexing on all new models are rounder and raised in contrast to the TW10 design for a much bolder effect.
A family-owned company, headed by 29-year-old Chief Executive Officer and co-owner, Jordy Cobelens, TW Steel enjoys a reputation as an innovative and bold global lifestyle brand, now available in over 80 countries worldwide.


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