Slim Line Campaign

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TW Steel Showcases its Lifestyle Look for Sleeker Range

Brand Celebrates Slim Line with Campaign Launch
Amsterdam, The Netherlands (May 20, 2014) – TW Steel, the Dutch watch brand 'Big in Oversized Watches', has unveiled it's launch campaign to accompany the introduction of its innovative 10-model Slim Line Collection along with a dedicated micro-site
With the new range debuting in March, the initial product introduction is now being followed up with a campaign showcasing how the new, slimmer 45mm sized timepieces fit into TW Steel's bold, statement making world.
Originally designed to appeal to the consumer seeking a smarter, more formal look, the Slim Line pieces are the perfect accompaniment to higher-end men's couture, in particular the ultimate style statement of a knockout suit.
With the new Slim Line models sleek and distinctive in their design, but better yet, sculpted to nestle comfortably and subtly alongside any smart shirt cuff, the latest TW Steel creations stand unique from their counterparts while embracing the brand's oversized DNA with a 45mm case dimension.
Targeting the more stylistic dresser, TW Steel's Slim Line campaign is being spearheaded by the brand's co-owner and CEO, Jordy Cobelens. As an entrepreneur and global business personality who better to represent the pairing of a Slim Line watch with the form and functionality of dressing for success.
The 31-year-old CEO features in the new TW Steel Slim Line advertising campaign, photographed by renowned photographer, Rahi Rezvani. The relationship with Rezvani has blossomed, the Dutch-based artist – who's previous work has seen him shoot the likes of Lady Gaga and Donatella Versace, has already shot TW Steel brand ambassador's David Coulthard and Kelly Rowland as well as campaigns for Cobelens' Steel Entertainment Group.
"I don't wear a suit on a daily basis but when I do, it's always to make an impression, whether that's to be more formal due to the work environment or the status of the social occasion," Cobelens stated. "Our Slim Line collection was created to meet that demand for a 'dressier' TW Steel edition and particularly one that was fitting to shirts and suits representative of high end men's couture."
With that theme in mind, TW Steel has chosen to work with emerging suit designers to partner Slim Line models with bespoke suits. One example of this partner initiative is New York-based bespoke menswear atelier, Against Nature – headed by Amber Doyle.
Doyle has collaborated personally with Jordy Cobelens to tailor one of her own creations to compliment the Slim Line executions with TW Steel documenting the process via its dedicated micro-site
Other TW Steel distributors will be following suit, no pun intended, working with up and coming designers in their territories to represent the best of both brands and promoting Slim Line's dress appeal.