New York, N.Y. TW Steel had a lush unveiling of its Kelly Rowland CEO Tech Special Edition timepieces this past Tuesday. The festivities took place at the amazing The Top of the Standard at The Standard Hotel. Kelly not only inspired the design but helped co-designed the jumbo luxurious pieces. In December 2011 Kelly Rowland – the Grammy Award winning singer entered into a partnership with TW Steel as a worldwide ambassador.
Jordy Cobelens, CEO of TW Steel. “We talked about collaborating back in December as we know Kelly has such a strong sense of style and loves to make a statement.
“The timepieces which now bear her name are truly amazing, they’re bold but remain elegant and of course they’re true to TW Steel’s DNA by being oversized. Kelly connects to so many people and we’ve been able to celebrate that tonight here in New York. We look forward to taking her timepieces into the market now where I’m sure they’ll have massive appeal.”
Kelly Rowland. “I know from previous experience that TW Steel does everything ‘Big Time’ and tonight was no exception at The Standard, especially with that outstanding firework display. For me it’s amazing to finally share with everyone the watch designs we worked on together and to see everyone’s enthusiasm for them. I simply love how they look, they’re both exciting and stylish which was my goal all along.”
TW Steel started out in The Netherlands, led by its entrepreneurial CEO, Jordy Cobelens, who aged 29 finds himself spearheading one of the most exciting and innovative watch brands to hit the market in recent times. A simple four-model collection in 2005 has quickly turned ‘The Watch in Steel’ into a breakout lifestyle brand with the range set to top 140 individual executions in 2012.
Being ‘Big in Oversized Watches’ is more than a mere strap line for the company though. The size of its watches form an essential part of TW Steel’s identity along with the unique use of stainless steel, all models being produced to Swiss quality standard. It was an idea born out of the creative mind of Ton Cobelens, Jordy’s father, who leads the design process for each new timepiece, while the day-to-day running of the company is left to his son who, despite his age, boasts over a decade’s worth of experience in the watch business, having gained first-hand experience from the ground up in sales, marketing and distribution.
Jordy Cobelens’ drive and vision has helped to firmly establish TW Steel as a major international watch brand. From its relatively humble beginnings in 2005, TW Steel is now available in over 100 countries worldwide across approximately 5000 retail outlets. While the company enjoys a broad-reaching, affordable price-point, the strength of the design, combined with the overall look and feel of the product, has ensured TW Steel sits comfortably in high-end retail outlets enjoying its own unique appeal against more established, aspirational brands – www.twsteel.com