A TW Steel watch is often recognizable from afar. Its robust format, sturdy look and original design set TW Steel clearly apart from the rest. TW Steel's proper image is first and foremost cast by the large sizes of the watches. Sporting case diameters starting at 37 millimetres and running up to 50 millimetres, TW Steel definitely sits among the big watch brands. The large sizes are also in chime with the current fashion trends. TW Steel, however, considers large sizes to be more than just a hype; they form an essential part of its identity.
Another noticeable feature of TW Steel watches is the application of steel. The name TW Steel stands for ‘The Watch in Steel’, through which the brand clearly positions itself. The cases are made of high quality steel, handsomely finished and some types even sport complete PVD gold or rose plating.
And don't forget the distinguished design of the watches, which piece by piece catch the eye with their sturdy appearance. A recurrent element in the collection is the crown cap in ‘Canteen style’. This involves fixing the crown cap to the case with a hook to protect the crown and increase water resistance. This American invention, originated in the Second World War, is no longer used in today's watches. For design purposes, however, it gives TW Steel watches a unique look.
As of the very first watch, TW Steel has conquered a large crowd of followers. Today, the brand tops the list of large watch makers (from 45 millimetres) and is available in 25 countries. TW Steel may be a young brand, but by now it has become impossible to imagine life without these watches. This is not only owing to the sizeable dimensions of its watches, but also to the fact that the brand has experienced exceptionally strong growth recently. Without a doubt, 2007 was the year of TW Steel. Turnover rose by 300 percent and the number of countries where TW Steel is represented doubled to thirty. Meanwhile, TW Steel has grown into a leading brand in the Dutch market of large watches, but in other countries as well people are increasingly taken with the watches of TW Steel. For instance, the number of outlets in Germany increased to 350 within a year and the brand appears to be breaking through into the United States market as well.
Lately, TW Steel has not just become a visible part of the street scene, but on the football pitch, the tennis court and in motor sport it was also impossible to get around the brand. Tennis player Tommy Robredo, for example, has been a very enthusiastic ambassador for the brand. In 2007 the world’s number 10 ranked player achieved several successes sporting a TW Steel watch on his wrist and this collaboration is continued in the new year. On the occasion of this, another Tommy Robredo Limited Edition was launched in 2008. TW Steel is also showing its sporty side on the football pitch. In 2007, Limited Editions were designed for Spanish Real Madrid and the German team of Kaiserslautern. In 2008 TW Steel will continue its presence on the football pitch. Amongst other things, a limited edition for the Turkish national team participating in the European Championship was alsolaunched in 2008.
TW Steel is also strongly represented in the motor sport. The brand is strongly presented at the 24 Hours of Dubai. In Dubai (10 January), the TW Steel logo will be displayed on the cars of all ninety participants. In addition, TW Steel is the main sponsor of the Dakarsport team. TW Steel has designed limited editions for both the Dubai motor race and the Dakarsport team.
The success of TW Steel is significantly due to its distinct characteristic identity. In particular, its sizeable dimensions are characteristic of the TW Steel watches. With a case diameter ranging from 45 millimetres to 50 millimetres, TW Steel clearly belongs to the big boys among the watch brands. In addition, with its sizeable dimensions TW Steel zeroes in on current fashion trends. To TW Steel the large size is more than just a hype, however. It forms an important part of its own identity. Furthermore, it has been shown that: once you have become used to a large watch, it is all you will ever want!
Another distinctive characteristic of the watches of TW Steel is the use of steel. After all, the name TW Steel stands for "The Watch in Steel” and as such the brand clearly states what it stands for. The cases have been made of high-grade steel with or without 100% gold plating. And then there is the often striking design of the watches, each of which stands out thanks to its robust appearance. A recurring element in the collection is the “Canteen style” crown cap. The crown cap has been attached to the case using a hook, thus protecting the crown and increasing the water-resistance. This American invention that dates from World War II has become superfluous in today's watches but as a design element it gives the TW Steel watches an entirely distinct character.
At the moment the TW Steel collection consists of four lines: Canteen Style, Goliath, Grandeur and the TECH series. In these lines we can see a strikingly large number of chronographs, directly showing a significant benefit of an oversized watch: the registers are clearly readable. The TW Steel collection is expanded with new models on a regular basis. In doing so, the brand chooses not to create new variants of existing models, but rather to expand horizontally with entirely new and distinguishing watches. For example, TW Steel recently expanded its range with a very smart watch with automatic (Swiss-made) movement.
Since the appearance of the first watch of TW Steel onto the market a few years ago, the brand has succeeded in gaining the support of a large number of enthusiasts. By now, the brand has become the number 1 in oversized watches (from 45 millimetres and up).
Official website:http://www.twsteel.com
Product updates:
Goliath Collection (2008)
Diver Collection (2008)
Grandeur Automatic (2008)
Tommy Robredo Limited Edition (2008)
A1GP Collection (2008)
CEO Collection (2009)
Cool Black (2009)
The ICON (2009)
0 comments:
Post a Comment