Big-Time goes slim

The Philippines’ No. 1 selling watch brand in the affordable luxury class has adopted a slim look to provide a sleek complement to a traditional oversize feature and the other good news is the recently-launched TW Steel collection of 10 executions comes within a relatively reasonable price range of P18,000 to P26,000.

TW Steel, which means “The Watch In Steel,” is the industry’s new kid on the block and although it was born only in 2005, the brand has taken the globe by storm with availability in over 5,000 retails outlets throughout more than 120 countries.  What makes TW Steel prominent in the world of sports is its involvement with athletes, including endorsers Mick Doohan of Grand Prix motorcycle fame and race car drivers Emerson Fittipaldi, David Coulthard and Dario Franchitti.  TW Steel used to sponsor the Renault and Lotus F1 teams and now backs up Sahara Force India in the circuit.

In launching TW Steel’s latest slim line edition, the Philippines took a different marketing thrust from the rest of the world.  That’s because the Philippine market is special and unique, said TWS Asia Ltd. managing director Alan Dacanay, a Filipino based in Hong Kong overseeing operations in countries like Singapore, Indonesia and Malaysia.  While Europe’s marketing campaign involved renowned tailors known for their custom-made suits, the Philippine version trumpeted the concept of “Why Not Both” through three celebrity athletes who thrive in multi-tasking.

“In the Philippines, our market is no stranger to custom-made suits so we wanted to do something different,” said Dacanay.  “We looked for individuals who exemplify our theme of ‘Why Not Both,’ celebrities who are into advocacy and also doing what they do best.”  It was perfect that TW Steel chose as endorsers of the slim line in the Philippine market Azkals skipper James Younghusband who runs a football academy for kids, conditioning coach Eski Ripoll who is also a TV producer of a show championing education through sports and Argentine polo player Nico Bolzico who doubles as an agribusiness developer.                                                                         

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Dacanay said he expects the campaign to hit the roof and TW Steel global marketing manager Auke Possel, who holds office in the corporate headquarters in the Netherlands, is just as optimistic.  “Whenever I visit the Philippines, I am always amazed at the progress of TW Steel,” said Possel.  “It is one of our fastest growing markets.”  Since TW Steel’s introduction to the Philippines in 2009, the watch brand is now sold in seven of its own stores through retailer Lucerne. 

Possel said it has always been a TW Steel policy to keep within an affordable price range.  While TW Steel has produced limited edition collector’s item watches which are high-priced, what is generally sold in the market doesn’t go over the equivalent of P60,000 to P62,000.

TW Steel, a Dutch brand, traces its origins to the Cobelens family.  Ton Cobelens has been immersed in the watch business since 1980 as a distributor and formed TW Steel with his son Jordy, now the chief executive officer.  Ton leaves the business side of the company to his son while he concentrates on design, his expertise.  TW Steel found a niche in the global market with its oversize feature of 45 to 50 millimeter faces in diameter. 

Dacanay said TW Steel’s endorsers wear the watch because they like it and aren’t paid to pitch.  Among the endorsers are Kelly Rowland of Destiny’s Child, Turkish actor Kivanc Tatlitug and DJ/producer Mitchell Niemeyer.  Once, the rapper Jay-Z appeared in a huge billboard in New York City promoting Rocawear and TW Steel was shown on his wrist even as he isn’t a watch endorser.                                                                         

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The slim line collection marries the best of both worlds.  “Why just be an oversized watch when you can also couple it with a slim strap and take on a more formal look?” Dacanay continued.  What’s more, watch wearers can choose among 10 different executions, six of which use leather straps, two stainless steel and two rose-gold plating.

Possel, who stands about 6-5, could pass for a basketball player or a Captain America look-alike and said the Dutch aren’t only known to be world-class in football but also in baseball.  And in keeping with the Dutch sporting colors, he said TW Steel has an orange model.  Possel said two popular Dutch basketball players who made it to the NBA were Rik (The Flying Dutchman) Smits and Francisco Elson.  Three other Dutchmen who played in the NBA were Swen Nater, Geert Hammink and Dan Gadzuric.  The Netherlands used to host an annual international basketball tournament in December in Haarlem but lack of sponsors forced the cancellation in 2008 after a yearly run from 1982.  NBA players like Vince Carter and the late Drazen Petrovic saw action in the Haarlem competition.

“While our policy is to keep within an affordable price range in the luxury watch category, we sometimes produce a limited edition for collectors of only 700,” said Possel.  “When we celebrated the launch of TW Steel in our 100th country, we made a special watch encrusted with diamonds and it went on a world exhibition tour.  We received several offers from collectors to buy it but it’s not for sale.”

It’s not often that you get an affordable luxury watch that has two distinct features.  TW Steel’s new slim line collection isn’t just about a new look.  It’s also about combining big and slim.  And in today’s modern world where multi-tasking is a byword, TW Steel is right on the button, make that two buttons, in making every second count through its timepieces that are the best of both worlds.