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June 14, 2013updated Jun 27, 2013

TW Steel Celebrates Global Landmark with One-Off Centennial Timepiece

By Chris Boyle

CEO_DIAMANT_BASISTW Steel is known for making big, bold statements within the watch industry and the Dutch-based brand, with the mantra ‘Big in Oversized Watches’, made no exception when it reached the milestone of retailing in over 100 countries worldwide, a figure recently achieved and expanding.

To mark this achievement, and the growth of the international lifestyle brand founded in Amsterdam by Jordy and Ton Cobelens in 2005, only an exceptional timepiece would do and therefore the idea for the one-off Swiss-made CEO Tech World Centennial was born.

The timepiece was presented for the first time this past weekend at the esteemed Couture International jewelry trade show in Las Vegas. Due to the overall excitement of retailer and press attendees, the CEO Tech World Centennial won the prestigious “People’s Choice” Award at the annual Couture Time Awards.

As a truly stand-alone piece in TW Steel’s oversized collection, the CEO Tech World Centennial (48mm), valued at $100,000 US, is a bold testament to the success of ‘The Watch in Steel’ and the eye for detail belonging to Ton Cobelens, its chief design officer.

The exquisite hand-built World Centennial edition houses the Swiss-made ETA 
Valjoux 7750, 25-jewel chrono automatic movement (28.800.Hz) with incabloc shock protection. This sits elegantly in a steel case featuring rhodium-plating and set completely with real diamonds. The timepiece’s undoubted sparkle and luxurious appeal comprises of 484 diamonds, VVS-grade and full cut, totaling 7.08 carat.

With a sapphire crystal on the front and back, this unique TW Steel also features a sunray grey dial and a dark grey real alligator leather strap.

“I think it’s a truly outstanding piece and the perfect celebration of TW Steel’s worldwide growth,” commented Jordy Cobelens, CEO. “We’ve never created a timepiece of this calibre before but reaching 100 countries was a monumental occasion.

“We’ve grown so quickly and established ourselves in a fiercely competitive industry, we’re very proud of TW Steel’s success and wanted to produce a unique watch to celebrate and showcase the very best of our brand. Winning the “People’s Choice” award at the Couture show is a colossal honor, I am so grateful for our community to embrace TW Steel during this celebration.” 

Ton Cobelens added: “The existing CEO Tech design reflects true luxury so it was only fitting I built on that platform for the World Centennial edition. 

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“Our use of the ETA Valjoux movement is a departure from our regular collection and undoubtedly, the use of so many real diamonds is what adds not only the unique look to this timepiece, but also the real value. It’s always fun as a designer to allow yourself a little more freedom and in this case, I had a great time fusing luxury and celebration together!”

TW Steel is the ‘Official Timing Partner’ of the Sahara Force India Formula One Team, is an ‘Official Sponsor’ of the Yamaha Factory Racing Team in MotoGP, and enjoys a stellar brand ambassador portfolio, including Kelly Rowland, David Coulthard, Emerson Fittipaldi, Mick Doohan and Dario Franchitti.

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