TW Steel was founded in 2005 by Ton and Jordy Cobelens, a Dutch father and son. The brand says the first Canteen model started the business and established its oversized watch style. Ton Cobelens is the creative force behind the visual identity of TW Steel from day one, while Jordy Cobelens serves as CEO and leads the commercial side of the company.
TW Steel marks its 20th anniversary with a limited edition anniversary collection. The brand says the original Canteen design changed the watch scene, and identifies the model's crown and hook construction as a defining feature. Jordy Cobelens is identified by the company as the 2011 Ernst & Young Emerging Entrepreneur of the Year.
The brand's collections have included Canteen, ACE Genesis, ACE Diver, CEO Tech, Swiss Canteen, Volante, Volante Sport, Tonneau, Grandeur Tech, Carbon, XXL Edition, and special partnership lines such as TW Steel x Evel Knievel, Isle of Man TT, Nigel Mansell, Petter Solberg, and TW Steel x Van Den Brink RallySport. The brand also offers straps and accessories alongside its watch ranges.
TW Steel operates from the Netherlands. The brand states it is sold in over 100 countries. Its privacy statement lists a PO Box in the Netherlands and a Chamber of Commerce Amsterdam registration number of 34316140.
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