TW Steel Watch brand rating

The watch brand TW Steel is unique and bold in design and has created a niche in the watch industry.

The Dutch watch brand The company, founded by a father-son duo, has benefited from the need for large / oversized watches. The philosophy of the brand – “Big in Oversized Watches” – is reflected in the numerous collections from 38 mm to 48 mm. In the fifteen years of its existence, the TW Steel brand has developed into a global phenomenon and lifestyle brand.

TW Steel watches are not only timekeeping tools, but also a strong fashion statement.

TW Steel brand history

Pre – TW steel

The father-son duo behind the TW Steel brand had a history of watches even before the brand was founded. Ton Cobelens has worked on several watch brand accounts during his 20-year career in advertising. This gave him a strong understanding of watch brands and marketing. In addition, Ton became a distributor for Raymond Weil & Maurice Lacroix in the Benelux countries. He also designed private label watches for leading airlines such as KLM & Martinair. His son Jordy has been helping design and manufacture since he was 14. As a result, the know-how regarding watches and the market remained great.

The idea and foundation

The watch brand TW Steel was founded in 2005 by a duo of father and son and is intended to redefine the watch styles. The visionary founders Jordy and Ton Cobelens recognized the need for a fresh style and launched the brand. The story begins with Jordy Cobelens noticing a unique trend during his time as a DJ in nightclubs. According to him, young women were wearing oversized male watches at the time. There was clearly a market demand for it. In order to do justice to this design, the TW Steel brand was introduced.

Initial days

The brand launched four first designs in 2005. These watches were sold in the Jordy record store. The unique range of products came on the market and immediately became a commercial success. Markets and retailers soon expanded to ensure the growth of the brand.

Brand growth and success

Jordy attributes a good part of the success of the father-son duo’s marketing strategy. The investment and cooperation with top-class events in motorsport such as AWGP and Formula 1 definitely helped. On the other hand, the brave design of the watch design brand continued to be well received by the public.

In 2011, TW Steel published the new CEO Goliath collection in Baselworld. In the meantime, the young entrepreneur brought his two passions together – music and TW Steel. He founded an entertainment company, Steel Entertainment Group. The brand hosts EDM events in Europe, Asia and the USA and uses the platform to promote the watch brand.

The exponential growth of the brand brought Jordy the prestigious “Emerging Entrepreneur of the Year” at the Ernst and Young Business Awards. Today the brand is present worldwide and has a growing number of fans.

TW Steel Watch collections

There are currently 16 collections listed on the brand’s official website. With so many collections, TW Steel ensures customers have a variety of designs and features to choose from. Above all, each collection boldly reflects the brand’s vision and styling direction.

canteen

TW steel canteen TW1000
TW steel canteen TW1000

See TW Steel

The rebirth of a watch that was revealed at the beginning of TW Steel history. The original Canteen collection introduced bold, large, and unique designs like never before. As a result, the brand gained popularity. Fifteen years later the new Canteen collection is here with current features, but reflects the iconic look of the original.

TW steel canteen TW1001
TW steel canteen TW1001

See TW Steel

The current collection includes nine models, all based on Swiss movements. The TW1000 and TW 1001 measure 42 mm, while the rest have a diameter of 46 mm. The two models mentioned have a sub-dial and the larger models have three. All watches are made of stainless steel 316L, have a date display and are waterproof up to 100 m. Above all, the updated Canteen collection houses the iconic crown hook design, which ensures easy use. Note that pre-orders are required for these watches.

You can find more retro design languages ​​in the Classic Canteen collection.

CEO Tech

TW Steel CEO Tech 38mm
TW Steel CEO Tech 38mm

See TW Steel

If you are looking for a more elegant alternative to the canteen, you’ve come to the right place. The CEO Tech collection brilliantly combines sophisticated Dutch design with a Swiss heart. A real business style watch. This collection is available in two sizes – 38 mm and 42 mm.

TW Steel CEO Tech 44m
TW Steel CEO Tech 44mm

See TW Steel

The smaller versions usually have elegant and minimalist dials, while the 42 mm dials contain three sub-dials. Both have steadies with 8 screws as an independent design feature. The collection offers models in rose gold, PVD black steel and brushed steel. In addition, the watches are waterproof up to 100 m. In particular, every CEO Tech model has a battery life of 56 hours and runs with the Swiss Ronda movement.

Grandeur Tech

TW Steel Grandeur Tech TS13
TW Steel Grandeur Tech TS13

See TW Steel

If the CEO Tech 44mm doesn’t cut it for you, TW Steel has another ace up its sleeve. The Grandeur Tech collection includes watches with a size of 48 mm. The large and robust watch reflects the bold design philosophy of the brand. The design highlights include an industrial style with a robust look and distinctive column construction. The latter connects the case back to the bezel.

The Grandeur Tech range includes eight models, including special editions to celebrate fitness legend Simeon Panda. The clocks run with Miyota 6S20 large caliber movement. At the top of the dial are three sub-dials, a date display and an inner ring tachymeter. In addition, these watches are water resistant to 10ATM.

Ace Diver

TW Steel ACE Diver ACE401
TW Steel ACE Diver ACE401

See TW Steel

TW Steel markets the Ace Diver collection as affordable luxury. That means they offer premium watches from Switzerland at attractive prices. The Ace Diver collection consists of five models, each limited to just 1000 pieces. The 44 mm stainless steel 316L watches have a date display and three subdials under an anti-reflective sapphire crystal. The Swiss Ronda 5030.D movement sits under the dial and there is a rotating bezel on the case. The Ace Diver is waterproof to a depth of 300 m and has luminous hands and indexes. This enables the watch to work effortlessly underwater while ensuring better readability in darker environments.

Volante

TW Steel Volante VS31
TW Steel Volante VS31

See TW Steel

Dedicated to the world of cars and the brand’s obvious love for motorsport. The Volante series is for speedsters and doers. As a result, the collection contains a variety of special editions designed in collaboration with sporting legends. These well-known names include Nigel Mansell, Petter Solberg and Tom Coronel.

This collection comprises a total of 35 models, making it the largest product range from TW Steel. Volante watches have a smooth and round case with retro-style Arabic numerals on the dial. Watches are available in different versions in the sizes 45 mm and 48 mm. You can choose between a chronograph, 3-hand or dual-time movements. However, all watches are water resistant to 10 ATM.

On the other hand, Volante also offers a truly unique Special Edition watch that looks like no other – the VS99. This model was designed with the esports brand BLAST and celebrates the game CS: GO.

Chrono Sport

TW Steel Chrono Sport CHS1
TW Steel Chrono Sport CHS1

See TW Steel

TW Steel offers the Chrono Sport range as a retro design and sport motif. The Chrono Sport watches have an external tachymeter bezel around the anti-reflective crystal. The 46 mm case made of high quality 316L steel has three chronograph sub-dials and a date window. This model is available in three colors.

TW Steel Chrono Sport Dakar TW997
TW Steel Chrono Sport Dakar TW997

See TW Steel

However, if you want a unique model, the brand offers a Dakar edition of the Chrono Sport. This completely black model has a vertical arrangement of the subdials and a dial with a carbon fiber pattern. The Dakar Edition, which is limited to just 442 pieces, is a must for racing enthusiasts.

loner

TW Steel Maverick MS84
TW Steel Maverick MS84

See TW Steel

The Maverick collection gives the retro design a contemporary touch. With eight models in the product range, the Maverick collection wants to redefine sports heritage watches with a TW Steel perspective. The collection consists of models in two sizes – 45 mm and 48 mm. All watches have a date display.

However, some have two sub-dials and the rest three. Available in a variety of color options, these watches house Miyota’s 6S21 quartz movement. In addition, these watches are waterproof up to 100 m. The line also includes a Special Edition watch developed in collaboration with the sports brand BLAST.

Ace aternus

TW Steel Ace Aternus ACE352
TW Steel Ace Aternus ACE352

See TW Steel

A clear departure from TW Steel’s sensitivity to chunky, large, and industrial design. The Ace Aternus impresses with a refined and timeless look with its eight models. Of the eight, only the ACE352 measures 38 mm and the rest have a diameter of 45 mm. The smaller ACE352 is powered by the Ronda 712 movement and has a clean face with a minimalist dial and only two hands.

However, the larger models either have a date display (ACE 331, 323, 322, 333) or an additional chronograph function. The former runs with the Swiss Sellita SW200 automatic movement and the latter with the Ronda 8040.B movement.

Ace Genesis 2019

TW Steel ACE Genesis 2019 ACE110
TW Steel ACE Genesis 2019 ACE110

See TW Steel

The new collection is proof of the success of the TW Steel design direction. The collection comprises five models, each limited to a thousand pieces. The 44 mm case made of 316L stainless steel offers space for a Swiss multifunction chronograph movement. On the dial we see a date and a declining day display as well as three sub-dials. In addition, the dial has a tachymeter and the model is water-resistant to 20 ATM.

Special editions / collaborations

TW Steel son of time TW999
TW Steel son of time TW999

See TW Steel

TW Steel also offers a variety of special watches under its name, which are still very popular. This often includes collaborations with influential personalities from the fields of motorsport, fitness etc. These include the Peter Solberg collection, which celebrates the legendary rally champion. Also the Nigel Mansell collection in honor of the legendary F1 driver. In addition, TW Steel has launched the (W) TCR Coronel collection, which celebrates Dutch rally driver Tom Coronel. If you prefer the custom motorcycle scene, the brand offers the Son of Time special edition. You can also see the Volante BLAST Special Edition.

TW Steel Brand Reputation

In just fifteen years, the TW Steel brand has developed into a global brand. The brand’s humble beginnings from a record store make the success story even more incredible.

This exponential growth in itself is proof of the success and reputation of the brand. In addition, TW Steel and its enduring founders have linked the brand to some of the most influential names in the world. Especially in motorsport. As a result, the results of the collaboration have only catapulted the brand to further success. More importantly, the brand was introduced to redefine watch styles. TW Steel continues its successful and unique design.

Is TW Steel A good watch brand?

A TW Steel watch on the table
A TW Steel watch on the table (Image: Jeunice)

Similar to most of the upcoming watch brands, TW Steel attracts mixed reviews. Some watch lovers prefer their competitors like Seiko, Invicta or Fossil etc. Others compare them to Raymon Weil, mainly due to the early connection of the founder to the brand.

Another reason why the brand gets mixed reviews is because the watches are huge – not everyone likes big and chunky watches. This automatically removes from some of the customers who prefer smaller and smoother waters. So if you’re looking for watches that fit your wrist perfectly, TW Steel may not be for your taste.

However, some watch lovers describe TW Steel as a worthy keeper. Its comfort, appearance and styling are valued by many, and as a result the brand manages to build its own fan base. In terms of quality, they use the quartz movement. So don’t expect long years with complete accuracy, but given the price of the watches, they offer the best they can.

Where to buy TW steel watches?

Subject to availability, TW Steel watches are available on the official website. If it is listed as “out of stock”, the brand will notify you as soon as the model is available. Certain models require pre-orders. The brand also offers free shipping worldwide for online purchases. The success of TW Steel has ensured a global presence. To buy the watch in person, check the store locator to find the closest store.

Where is TW Steel made?

TW steel watch
TW Steel watch (Image: David Burillo)

The Dutch brand continues to be based in Amsterdam, the Netherlands. The brand uses both Swiss and Japanese movements to drive them. Citizen Miyota delivers the Japanese automatic movement and Ronda the Swiss quartz movement.

TW steel guarantee

Depending on the selected collection, the brand offers a two to five year manufacturer’s guarantee. The guarantee comes into effect on the date of purchase. However, the warranty does not cover wear and tear or damage caused by impact or negligent use. The brand recommends that you ensure that the stamp on the guarantee certificate matches the one on the proof of purchase. In addition, the warranty only applies if the watch is purchased from an authorized TW Steel dealer.

To return your watch, contact the brand with your name, full address and order number. The brand will then contact you. TW Steel recommends the same procedure for service or repair requests. You can find more questions on the FAQ page.

Leave a Reply

Your email address will not be published. Required fields are marked *