WORLDTEMPUS - 25 March 2010
Roberta Naas
Just five years young, TW Steel is a brand that has made strong inroads in markets around the world with oversized steel watches and affordable prices. This year at Baselworld 2010, the brand creates a sensation with a 450-square-meter booth and a new position in Hall 1.1.
According to TW Steel's CEO and founder Jordy Cobelens, the new booth is just one factor in the brand's continued quest for growth and recognition. “Brand positioning is key for us as we move into the next five years,” says Cobelens. “The new booth is in a highly trafficked area sure to bring us attention and show our strength. We also want to show that we are a young company on the move.”
Indeed, the brand is definitely on a high flying, fast-forward track. This year, TW Steel introduces pilot's watches and has formed an alliance with the world of auto racing. In fact, according to Cobelens the brand was approached by the Renault Formula 1 team after having completed some local auto event sponsorships.
“Motorization is a good platform for TW Steel to build on, and there is a lot of synergy between our world and theirs,” says Cobelens.
As such, TW Steel is the official timing partner for the Renault F1 team and unveils the Renault F1 CEO and Tech models. The brand is also venturing into the world of aviation with a Renault F1 Pilot's three-hand watch and an F1 Pilot's chronograph with sporty leather strap, bold subdials and oversized readouts.
