New Partnership

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TW Steel Announced as ‘Official Timing Partner’ to Sahara Force India Formula One Team

GLOBAL LIFESTYLE BRAND ENTERS DYNAMIC NEW PARTNERSHIP
AMSTERDAM, THE NETHERLANDS (February 01, 2013)
TW Steel is proud to announce that it has entered into a multi-year partnership to become the ‘Official Timing Partner’ of the Sahara Force India Formula One Team.
The global lifestyle brand known for being ‘Big in Oversized Watches’ was unveiled as a partner at the launch of Sahara Force India’s 2013 entry, the VJM06, at the Silverstone Circuit, England, Friday 1st February, opposite the team’s HQ, also in Silverstone.
The famed ‘two-dots’ logo of TW Steel, its name meaning ‘The Watch in Steel’ will feature prominently on major brand platforms with Sahara Force India including on the drop-down timing monitors used in the garages and on the sleeves of the drivers race-suits.
As part of its commitment to Sahara Force India, TW Steel will also produce an official team watch for retail while it will engage its new global marketing platform through the 6000 retail outlets currently selling the brand in over 100 countries worldwide.
“I’m naturally very excited to be partnering with Sahara Force India,” commented TW Steel CEO and co-owner, Jordy Cobelens. “We know the merits of being involved with a team competing in Formula One and the brand awareness that brings. Our new partnership represents a relationship where both parties are keen to bring success to each other. Sahara Force India has such a strong following around the world, notably of course in India, a key growth opportunity we’ve targeted for TW Steel’s on-going development.
“I’m excited to have our brand working with such fantastic entrepreneurs as Dr. Vijay Mallya and Mr. Subrata Roy Sahara. Like TW Steel they’ve showcased their ambition and proved they like to make bold statements. We have lots of synergy and we look forward to being a part of the team’s progressive journey both on and off track.”
“The partnership with TW Steel is the perfect way to begin the 2013 season and we’re delighted to welcome them to the Sahara Force India family,” said Dr Vijay Mallya, Team Principal and Managing Director of Sahara Force India. “With the global reach of Formula One, our unique positioning in the Indian market place and our shared ambition for success on the track, I am sure that the relationship will bring big rewards for both TW Steel and Sahara Force India.”
The 20-race 2013 Formula One season kicks off with the Australian Grand Prix in Melbourne on Sunday 17th March.
TW Steel is a private, family-owned company founded in Amsterdam in 2005. In addition to its new association as ‘Official Timing Partner’ to Sahara Force India, TW Steel boasts a bold roster of brand ambassadors including Kelly Rowland, David Coulthard, Dario Franchitti, Mick Doohan and Emerson Fittipaldi.

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