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April 23, 2014updated Apr 28, 2014

TW Steel Slims Down and Dresses Up

By Chris Boyle

Against-Nature-Atelier-New-York-9TW Steel was at the forefront of the oversize watch craze, in fact coining the phrase “Big in Oversize Watches”. Unlike other watchmakers that have stopped production on bigger watches in the rush to thin down, TW Steel founder and CEO Jordy Cobelens says for his company it will be addition, not substitution.

In launching its 10-model Slim Line collection in New York during an event at trendy tailor Against Nature NYC, Cobelens said the introduction fills a need from existing customers and also opens the brand to new clients. At 45 mm the case stays true to TW Steel’s DNA of being big, but its thin width enables Slim Line to fit neatly under a the cuff of dress shirts and sleek suits.  In fact, Against Nature co-founder Amber Doyle was so inspired by the new look she made the watch boss a suit to celebrate.  She will also be selling his creations in her boutique.

Cobelens needs to look his best.  The Dutchman revealed he will be the model in his his next ad campaign.  To launch Slim Line in key markets the company has partnered with upscale tailors in Holland, England and Australia to position its newest timepieces to consumers who appreciate bespoke details.  Based on his success in the Big Apple, in addition to new clients, Cobelens may end up with an expanded wardrobe.

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