TW Steel – A Formula 1 Watch

TW Steel specialises in watches up to 50mm in diameter, invariably in steel, and often with a hinged cap over the crown.

In just five years it has gone from a small four-model collection sold out of a record store to a widely recognised global brand. Its success is based on the continuing demand for watches built on a giant scale allied to affordable pricing.

The Cobelens family behind TW Steel – father Ton and son Jordy - also lighted on the world of motor sport as a fast route to recognition, particularly in the mens’ watch market.

Last year, TW Steel signed a three-year deal with Renault to be the official timekeeper for the French auto brand’s Formula 1 operation and they have forged links with a long list of motor racing figures.

TW Steel’s brand ambassadors are chosen cannily to reflect not only the brand’s links with the automotive world, but with the rugged individuality of mano-a-mano sports in general.

On the car-racing side, these ambassadors include a number of big names, from David Coulthard to Eddie Jordan and Emerson Fittipaldi to Dario Franchitti.

But their well-stocked stable also hosts a range of fringe figures such as BBC pit-reporter Lee McKenzie and 13-year-old Dutch karting starlet Max Koebolt. And from outside the car world come cyclists David Millar and Stuart O’Grady and German super-bike champ Karl Muggeridge.

The mixture of sporting legends, established athletes and up-and-comers also allows for any number of product matches, such as the Emerson Fittipaldi Signature Edition watch released at the Brazilian Grand Prix in September to coincide with Emerson, and Brazil’s, first Formula 1 victory forty years ago.

The watch features the yellow of Brazil’s flag and the black and white of the winner’s chequered flag, as well as a rubber strap lined after the manner of a racing car tyre. Naturally enough, it is also big.