The company was founded in 2005 by Jordy Cobelens and his father, Ton Cobelens. They celebrated their 5th anniversary on the 20th of June (2010) at The Bloomingdale Club at Bloemendaal, North Holland.
The father and son team has a history with watches which began in 1980 when Ton became a Raymond Weil & Maurice Lacroix distributor for the Benelux region, this being when Ton started designing private label watches for airlines such as KLM & Martinair. Ton went on to start a promotion and advertising company which created campaigns for the Swatch Group in the Benelux before selling this company to design and market a small Swiss-made watch which was popular in the Netherlands and other parts of Europe. In 2005 TW Steel was born, with his son Jordy as the CEO.
The 28-year-old CEO of ‘The Watch in Steel’ anchors a burgeoning lifestyle brand from this location. The company, specializing in oversized timepieces, celebrated its fifth anniversary in the summer.
Unsurprisingly, Cobelens is equally familiar with the inside of a plane as he is with his own office, courtesy of the global demands of his role with TW Steel – now retailing in over 80 countries worldwide.
He has also travelled to several Formula 1 events over the past year because of TW Steel’s role as ‘Official Timing Partner’ to the Renault F1 Team.
A return to his office is always welcomed though, not least to spend time with his employees. A modern, stylish office layout truly reflects the man himself and the brand he has established.