David Coulthard Formula One legend and TW Steel’s newest brand ambassador. Photo by NOEL B. PABALATE
MANILA, Philippines — Fancy is a buzzword in wristwatches. The brand TW Steel, though, begs to differ. It believes the slightest hint of frivolity should not get into such a vital, utilitarian instrument.
The Watch in Steel or TW Steel is a Dutch watch brand established in 2005 bent on becoming a “big, bold, lifestyle brand reflecting all tastes and occasions without compromise to design or build.” Founded by Jordy and Ton Cobelens, CEO and chief design officer, respectively, TW Steel gained success with its principle of crafting wristwatches in striking, trendy, oversized designs at an affordable price.
Stewart Bain, the brand’s chief commercial officer, explains how they observed consumers’ perception of oversized watches. “There has always been an interest in oversized watches, with luxury brands such as Panerai and IWC doing oversized watches, but the TW Steel objective was to create an oversized product that has a global/mass appeal.
With our DNA stating “big in oversized watches,” we are able to capture a market that has become the foundation of the company. And to capture that market which believes in ‘bigger watches that make a bigger statement,’ we are surprised to find out, particularly in Asia, that people would even prefer our 50millimeter-sized watches than those of the 45-millimeter sizes.”
The core value of pairing uncompromising price point with style served the brand well according to communications manager Stuart Morrison. “Of course, there were available brands doing oversized watches before us, but none has catered exclusively to something that the average consumer could afford.
That unique selling point enabled us to grasp a market as competitive as the watch industry. The brand sits well with both the high-end and the retail market, even becoming a sort of novelty because those who would be buying a more expensive watch will instead spend their money to get two, or even three TW Steels.”
“Design-wise, Jordy’s father, Ton Cobelens still designs every TW Steel watch being made. It’s the look and the quality of the watch that sells TW Steel, at times, inputs come from esteemed brand ambassadors. However, TW Steel maintains that it’s not a fashion brand but a lifestyle brand, with a focus on affordable luxury,” Morrison adds.
David Coulthard, the Formula One legend and TW Steel’s newest brand ambassador came to Manila last September to grace the launch of his signature collection. He further emphasized the philosophy he relates with the brand.
“I like that the watch commands presence yet understated in some ways, it is hardly over complicated but instead straightforward in being big, bold and beautiful. I am perhaps among those men who still feel naked whenever I do not have a watch on.”
Coulthard’s special-edition watch is an extension of his lifestyle. Its shades of distinguished grays is complemented by bold red digits. Driven by Miyota 0S24 chronograph movement, it is available in either 44 or 48 millimeter executions featuring a steel sand-blasted case, dark titanium-plated bezel and emphasized by details commemorating Coulthard’s Formula One legacy.
“The younger generation may opt to keep time with communication devices, gaming devices and the likes, but at some point, there will always be a limitation for those types of device. I can go swimming with my watch, I don’t know if they can do the same with their gadgets.
It’s sort of saying that a sports car can turn heads because it looks good, though it actually runs and drives like a pile of sh!t. So, there’s got to be more substance to it. With that I believe, it’s pretty hard to imagine the wristwatch can get out of fashion,” Coulthard says with a smirk.
TW Steel is available at the Podium TW Steel Boutique, Lucerne Shangri-La Plaza Mall and Cebu, Adora Greenbelt 5, Chronos stores, Swiss Gear and Wrist Pod boutiques nationwide.
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