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Amsterdam, The Netherlands (March 07, 2012) – TW Steel launches into the New Year with the introduction of its striking all-new Swiss Made Collection. This dynamic collection showcases the very best of ‘The Watch in Steel’, with six bold models representing the ‘Collection ExtraOrdinary’ family of Canteen, Tonneau and Goliath timepieces.

In addition, two special limited edition CEO Pilot models will also debut with the Swiss Made collection, adding further depth to an appealing line-up of timepieces from the brand ‘Big in Oversized Watches.’

“We really wanted to enter 2012 with a premier collection,” stated Ton Cobelens, TW Steel’s Chief Design Officer. “The Swiss Made collection is an exceptional line-up of our most popular models but ones all given the CEO treatment to accompany the use of Swiss movements.

“What’s fantastic is that there is nothing else like this available within this price range. Swiss Made brings with it a distinction that we have embraced. At the same time as offering luxurious styling and finishing on these models, we’re conscious to keep them affordable and appealing both to existing TW Steel consumers and to those looking to try something new in the oversized watch segment.”

Celebrating the very roots of the TW Steel brand, the Swiss Made CEO Canteen executions, CE1051 (45mm) and CE1052 (50mm), feature a Swiss ETA movement (3-hands) housed in a contemporary sandblasted PVD dark titanium plated case with a sapphire crystal. A shiny PVD dark titanium plated bezel, a dark dial and a stylish black Italian leather strap compliment the overall look.

The stand alone CEO Tonneau in the Swiss Made collection, the CE2006 (46mmx53mm), features PVD dark titanium plating on a larger sandblasted case with again a real sapphire crystal. Its distinctive look is enhanced with the push-button holder finished in sandblasted PVD dark titanium plating while the push-button itself features a shiny PVD light titanium plated finish. Using a chrono Swiss Ronda movement, measuring time accurately up to one tenth of a second, the movement also features an accumulated timing and interval timing function.

The CEO Goliath range was unveiled for the first time at BASELWORLD in 2011 and three models have been incorporated into the new Swiss Made collection – all using a Swiss Ronda movement.

Continued…



CE3106 (37mm) features a Mother of Pearl dial with AA-grade PVD rose gold plating on the sandblasted case for an elegant finish complete with a sapphire crystal and white Italian leather strap.

The CE3017 (37mm) and CE3018 (42mm) CEO Goliath Swiss Made editions standout thanks to their bold coloring. Both sport a sandblasted AA-grade PVD rose gold plated case with sapphire crystal, shiny bezel and sunray blue dial. The theme continues with the use of a dark blue Italian leather strap – perfect for wearing with stylish jeans in both an informal and formal setting.

Finally, the Swiss Made collection is rounded out by the introduction of two limited edition CEO Pilot timepieces – both models numbered 001 to 500. CE6000 (45mm) and CE6001 (48mm) help celebrate the history of oversized models, when pilots required a timepiece with oversized dimensions and bold numbering.

Using a Swiss ETA three-hand movement, the CEO Pilot watches in the Swiss Made collection feature white numbering on a sunray blue dial. They have an AA-grade PVD rose gold plated case and a sapphire crystal. These models are distinctive for their luxurious but simplistic styling, accented by the use of a dark blue Italian leather strap.

All models in the new collection incorporate sapphire crystal for added refinement in the executions. Similarly, all watches in the Swiss Made collection come presented in the luxurious CEO presentation box.

A family-owned company, headed by 29-year-old Chief Executive Officer and co-owner, Jordy Cobelens – named Ernst & Young’s ‘Emerging Entrepreneur of the Year’ in 2011, TW Steel enjoys a reputation as an innovative and bold lifestyle brand – now available in over 80 countries worldwide.


Design Q&A
Amsterdam, The Netherlands (March 07, 2012) – The dynamic Swiss Made Collection showcases the very best of TW Steel with six bold models representing the CEO family of Canteen, Tonneau and Goliath timepieces, with two very special limited edition CEO Pilot models also debuting in the collection.

With TW Steel’s renowned styling and build quality, these superior additions further enhance the burgeoning reputation of the Dutch brand for innovation and refined execution in the oversized watch market.

TW Steel’s Chief Design Officer, Ton Cobelens, provides some of his inputs behind the creation of the Swiss Made Collection here:

Q: What inspired you to produce a Swiss Made Collection for TW Steel?
Ton Cobelens (TC): “Ultimately there was a demand from several distributors, we liked the concept so we produced the collection!”

Q: Was it a difficult decision choosing which models from the existing TW Steel collection to upgrade into Swiss Made editions?
TC: “No! It wasn’t difficult as I had in mind that the Swiss collection had to be a representation of the different collections of TW Steel.”

Q: TW Steel has built a reputation for offering affordable luxury. Does the Swiss Made Collection increase TW Steel’s price-point?
TC: “The Swiss Made executions are more expensive compared with the standard ones. But they are still affordable! They have the best plating possible, sapphire crystal and a very exclusive look. They offer tremendous value for money as a result.”

Q: Why does ‘Swiss Made’ hold such an appeal to certain consumers and how important is it for a leading mainstream brand such as TW Steel to offer something to those potential buyers?
TC: “Swiss Made, in the minds of many consumers, sets a standard for quality and exclusivity. All big exclusive brands are Swiss. For a lifestyle brand such as TW Steel, it’s not so important but still we want to have an offering in each sector and market.”

Q: From a design perspective, which are your favorite models within the Swiss Made Collection?
TC: “For me it’s definitely the CEO Tonneau. It’s a completely new design.”

Q: The use of the sunray blue dial and blue Italian leather straps, in particular in the limited edition Swiss Made CEO Pilot models, seems to be a trend-setter at present. What is it that appeals about the use of blue in watch trends currently?
TC: “The combination of sunray blue dial, blue Italian leather and sandblasted rose gold plating gives these watches a very rich and distinctive look. It’s a great look in my opinion, it’s a nice combination and looks fantastic with casual jeans.”

Q: The CEO Tonneau in the Swiss Made Collection is without a doubt a stand-out model, thanks in no small part to its dark titanium plating. Was it a tough decision to include just one CEO Tonneau in the collection?
TC: “No, because it makes it a lot more exclusive to simply focus on the one execution.”

Q: Are there are plans to increase the number of models in the Swiss Made Collection later in the year and what direction might they take?
TC: “Well it ultimately depends on how the market responds to it. A very exclusive CEO Tech Swiss Made edition could be possible so we’ll wait and see!”


Original Language: English