Unique and bold in styling, the TW Steel watch brand has created a niche for itself in the watch industry.
The Dutch watch brand founded by a father-son duo has capitalized on the need for large/oversized watches. The brand’s philosophy – ‘Big in Oversized Watches’ reflects through its many collections ranging from 38mm to 48mm. In its fifteen years of existence, the TW Steel brand has grown to be a global phenomenon and lifestyle brand.
TW Steel watches aren’t mere timekeeping tools, they are also a powerful fashion statement.
TW Steel Brand History
Pre – TW Steel
The father and son duo behind the TW Steel brand has a history with watches even before the brand’s inception. Ton Cobelens handled several watch brand accounts during his twenty-year career in advertising. This gave him a strong understanding of watch brands and marketing. In addition, Ton became a distributor for Raymond Weil & Maurice Lacroix in the Benelux region. He also designed private label watches for leading airlines like KLM & Martinair. His son Jordy helped in the design and manufacturing since the age of 14. As a result, their know-how of watches and the market remained great.
The Idea and Founding
Founded in 2005 by a father and son duo, the TW Steel watch brand set to redefine watch styles. Visionary founders Jordy and Ton Cobelens understood the need for a fresh style and launched the brand. The story starts with Jordy Cobelens noticing a unique trend during his time as a DJ in nightclubs. According to him, young women at the time wore oversized male watches. There was clearly a demand in the market for the same. To cater to this design, the TW Steel brand launched.
The brand launched four initial designs in 2005. These timepieces went on sale in Jordy’s record store. The unique product offering entered the market and became an instant commercial success. Soon markets and distributors expanded to ensure the brand’s growth.
Brand Growth and Success
Jordy credits a good part of the success of the marketing strategy adopted by the father-son duo. Investing and collaborating with high-profile events in motorsports like AWGP and Formula 1 definitely helped. On the other hand, the brand’s bold take on watch design remained warmly received by the public.
In 2011, TW Steel released the new CEO Goliath collection in Baselworld. Meanwhile, the young entrepreneur brought together his two passions – music and TW Steel. He launched an entertainment company, Steel Entertainment Group. The brand hosts EDM events across Europe, Asia, and the United States and use the platform to promote the watch brand.
The brand’s exponential growth earned Jordy the prestigious ‘Emerging Entrepreneur of the Year’ at the Ernst and Young Business Awards. Today, the brand boasts of worldwide presence and a growing number of fans.
TW Steel Watch Collections
The brand’s official website currently lists 16 collections. With so many collections, TW Steel ensures a plethora of designs and functions are available for patrons to choose from. Above all, every collection reflects the brand’s vision and styling direction boldly.
The rebirth of a watch unveiled at the beginning of the TW Steel story. The original Canteen collection introduced bold, large, and unique designs like never before. As a result, the brand took off in popularity. Fifteen years later, the new Canteen collection is here with current features, but mirroring the iconic look of the original.
The current collection features nine models and all run on Swiss movements. The TW1000 and the TW 1001 measure at 42mm, while the rest are 46mm in diameter. The two mentioned models feature one sub-dial and the larger models feature three. All watches are 316L stainless steel, feature a date display, and are water-resistant up to 100m. Above all the updated Canteen collection hosts the iconic crown-hook design ensuring easy use. Do note, that these watches require a pre-order.
For a more retro design language, check out the Classic Canteen collection.
For those of you looking at a sleeker alternative to the Canteen, look no further. The CEO Tech collection brilliantly blends sophisticated Dutch styling with a Swiss heart. A true business styled watch. This collection is available in two sizes – 38mm and 42mm.
The smaller variants mostly feature sleek and minimalist dials, while the 42mm hosts three sub-dials. Both feature bezels with 8 screws as a distinct design feature. The collection offers models in rose-gold plated, PVD black steel, and brushed steel variants. In addition, the watches are water-resistant up to 100m. Above all, every CEO Tech model boasts of a 56-hour battery life and runs on the Swiss Ronda movement.
If the CEO Tech 44mm doesn’t cut it for you, TW Steel has another ace up its sleeve. The Grandeur Tech collection features watches measuring at 48mm. The large and tough watch reflects the brand’s bold design philosophy. Design highlights include an industrial style with rugged looks and distinct pillar construction. The latter connects the case back to the bezel.
Grandeur Tech lineup features eight models including special editions celebrating fitness legend Simeon Panda. The watches run on Miyota 6S20 big caliber movement. Above, the dial hosts three sub-dials, a date display, and an inner ring tachymeter. In addition, these watches are water-resistant up to 10ATM.
TW steel markets the Ace Diver collection as an affordable luxury. That is to say, they offer premium Swiss-made watches at attractive pricing. The Ace Diver collection consists of five models and each limited to just 1000 pieces. The 44mm 316L stainless steel watches feature a date display and three subdials under an anti-reflective sapphire crystal. Under the dial, sits the Swiss Ronda 5030.D movement and on the case is a rotating bezel. Water-resistant up to a depth of 300m, the Ace Diver also features luminous hands and hour markers. This enables the watch to function effortlessly underwater while ensuring clear legibility in darker environments.
Dedicated to the world of cars and the brand’s very obvious love for motorsports. The Volante series is for the speedsters and the go-getters. As a result, the collection features a host of special edition pieces designed in collaboration with sporting legends. These high-profile names include Nigel Mansell, Petter Solberg, and Tom Coronel.
In all, this collection features thirty-five models making it TW Steel’s biggest lineup. Volante watches feature a smooth and circular case with retro-styled Arabic numerals on the dial. Watches are available in 45mm and 48mm sizes in a number of variants. You can choose between a chronograph, 3-hands, or dual-time movements. However, all watches are water-resistant up to 10ATM.
On the other hand, Volante also offers a truly unique special edition watch that looks like no other – the VS99. Designed with esports brand BLAST, this model celebrates the game CS:GO.
TW Steel offers the Chrono Sport lineup as a retro styling inspired and sports-themed one. The Chrono Sport timepieces feature an external tachymeter bezel around the anti-reflective crystal. Inside the 46mm high-grade 316L steel case, the dial features three chronograph sub-dials and a date window. This model is available in three color variants.
However, if you want a unique model, the brand offers a Dakar edition of the Chrono Sport. This all-black model features a vertical placement of sub-dials and a carbon fiber pattern dial. Limited to just 442 pieces, the Dakar edition is a racing enthusiast must-have.
The Maverick collection adds a contemporary twist to retro design. Featuring eight models in its lineup, the Maverick collection looks to redefine sports heritage watches with a TW Steel perspective. The collection consists of models in two size options – 45mm and 48mm. All the watches feature a date display.
However, some host two sub-dials and the rest have three. Available in a host of color options, these watches host the 6S21 quartz movement from Miyota. In addition, these timepieces are water-resistant up to 100m. The line also features a special edition watch designed in collaboration with esports brand BLAST.
A clear departure from TW Steel’s chunkier, large, and industrial design sensibilities. The Ace Aternus boasts of a refined and timeless look with its eight models. Of the eight, only the ACE352 measures at 38mm, and the rest are 45mm in diameter. Powered by Ronda 712 movement, the smaller ACE352 features a clean face with a minimalist dial and only two hands.
However, the larger models include either a date display (ACE 331, 323, 322, 333), or include an additional chronograph function. The former runs on Swiss Sellita SW200 automatic movement and the latter on Ronda 8040.B movement.
Ace Genesis 2019
The new collection is a testament to the success of TW Steel’s design direction. The collection features five models and each limited to a thousand pieces. Made of 316L stainless steel, the 44mm case hosts Swiss multifunction chronograph movement. On the dial, we see a date and a retrograde day indicator along with three sub-dials. In addition, the dial hosts a tachymeter and the model is water-resistant up to 20ATM.
Special Editions / Collaborations
TW Steel also offers a host of special edition watches under its name that remains very popular. These often include collaborations with influential figures from motorsports, fitness, etc. Amongst them, the Peter Solberg collection that celebrates legendary rally champion. Also, the Nigel Mansell collection, in honor of the iconic F1 driver. In addition, TW Steel has also released the (W)TCR Coronel collection celebrating Dutch rally driver Tom Coronel. If the custom motorcycling scene is your preference, the brand offers the Son of Time special edition. You can also check out the Volante BLAST special edition.
TW Steel Brand Reputation
In just fifteen years of existence, the TW Steel brand has emerged as a global brand. The humble beginnings of the brand starting from a record store make the success story more incredible.
This exponential growth in itself is a testament to the brand’s success and reputation. Furthermore, TW Steel and its persevering founders have attached the brand to some of the world’s most influential names. Specifically, in motorsports. Subsequently, the collaborative results have only catapulted the brand into further success. More importantly, the brand launched to redefine watch styles. With its bold & unique styling, TW Steel continues to do so, successfully.
Is TW Steel A Good Watch Brand?
Much like most upcoming watch brands, TW Steel attracts mixed reviews. Some watch enthusiasts prefer their competitors like Seiko, Invicta or Fossil, etc. Others compare them to Raymon Weil based mostly the founder’s early connection to the brand.
Another reason the brand gets mixed reviews is due to the fact that the watches are huge – not everybody likes big and chunky watches. This automatically pulls away from a section of customers who prefer smaller and sleeker waters. So, if you are looking for watches that fit your wrist perfectly, then TW Steel might not suit your taste.
That said, some watch lovers term TW Steel as a worthy keeper. Its comfort, looks, and styling are liked by many, and as a result, the brand manages to garner its own fan base. In terms of quality, they use the quartz movement, so do not expect long years with complete accuracy but given the price of the watches, they offer the best they can.
Where To Buy TW Steel Watches?
TW Steel watches are available for sale on the official website, subject to availability. If listed as ‘out of stock’, the brand will notify you once the model is available. Certain models require pre-orders. In addition, the brand also offers free shipping worldwide for online purchases. TW Steel’s success has ensured a global presence. To purchase the watch in person, check out the store locator to find your nearest store.
Where Are TW Steel Made?
The Dutch brand remains headquartered in Amsterdam, Netherlands. The brand uses both Swiss and Japanese movements to power them. Citizen Miyota provides the Japanese Automatic movement and Ronda provides the Swiss quartz movement.
TW Steel Warranty
The brand offers two to five years of manufacturer’s warranty depending on the collection you choose. The warranty comes into effect from the date of purchase. However, the warranty does not cover wear & tear or any damage caused by impact or negligent use. The brand recommends you ensure the stamp on the warranty certificate matches that on the purchase receipt. In addition, the warranty remains applicable only if the watch is purchased from an authorized TW Steel retailer.
To return your watch, contact the brand with your name, full address, and include the order number. After that, the brand will reach out to you. Also, TW Steel recommends the same procedure for any service or repair requests. For further queries, visit the FAQs page.