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TW Steel Hosts Kelly Rowland Launch Party
Watch Brand Celebrates Star’s Debut Timepieces

New York City, New York - August 1st, 2012 – TW Steel, the international watch brand ‘Big in Oversized Watches’, celebrated the unveiling of its Kelly Rowland CEO Tech Special Edition timepieces on Tuesday, July 31st, with a spectacular VIP event in New York with Kelly Rowland centre-stage to see the watches she co-designed finally revealed.

The Top of the Standard at The Standard Hotel in New York’s fashionable meat-packing district played host to the global launch, which was hosted by TW Steel’s co-owner and CEO, Jordy Cobelens. As guests enjoyed a typical ‘Big Time’ night out in the company of ‘The Watch in Steel’, music was provided by Steel Entertainment Group – the official entertainment division of TW Steel.

Despite the stunning Manhattan location, the pumping sounds and the unleashing of fireworks, the star attractions on the night were undoubtedly the timepieces designed in partnership with Kelly Rowland - the Grammy Award winning singer having been announced as a worldwide ambassador for TW Steel last December.

Both Kelly Rowland CEO Tech executions, CE4006 (44mm) and CE4007 (44mm), simply radiate flare and showcase the singer’s love of distinct styling and her passion for her favorite colors, pink and blue. Featuring 56 stunning zirconia baguettes, in either pink or blue, both watches house a chronograph movement with a sandblasted case complete with AA-grade PVD rose gold plating. Kelly’s signature then adorns the case back on each timepiece which is presented in a luxurious CEO watch box.

“It’s been a fantastic night here in New York and we’re delighted to finally unveil to the world the watches designed with Kelly,” commented Jordy Cobelens, CEO of TW Steel. “We talked about collaborating back in December as we know Kelly has such a strong sense of style and loves to make a statement.

“The pieces which now bear her name are truly amazing, they’re bold but remain elegant and of course they’re true to TW Steel’s DNA by being oversized. Kelly connects to so many people and we’ve been able to celebrate that tonight here in New York. We look forward to taking her timepieces into the market now where I’m sure they’ll have massive appeal.”

“I have to echo Jordy’s statement about it being an amazing event to debut my first TW Steel watches,” enthused Kelly Rowland. “I know from previous experience that TW Steel does everything ‘Big Time’ and tonight was no exception at The Standard, especially with that outstanding firework display. For me it’s amazing to finally share with everyone the watchdesigns we worked on together and to see everyone’s enthusiasm for them. I simply love how they look, they’re both exciting and stylish which was my goal all along.”

‘Big in Oversized Watches’ since 2005, TW Steel is a family-owned company, led by co-founder and CEO, Jordy Cobelens (29) – who was named Ernst & Young’s ‘2011 Emerging Entrepreneur of the Year’ in the brand’s native Holland. Now an international lifestyle brand available in 100 countries worldwide, TW Steel is also the ‘Official Timing Partner’ to Lotus F1 Team in Formula One. /

About TW Steel:

TW Steel started out in The Netherlands, led by its entrepreneurial CEO, Jordy Cobelens, who aged 29 finds himself spearheading one of the most exciting and innovative watch brands to hit the market in recent times. A simple four-model collection in 2005 has quickly turned ‘The Watch in Steel’ into a breakout lifestyle brand with the range set to top 140 individual executions in 2012.

Being ‘Big in Oversized Watches’ is more than a mere strap line for the company though. The size of its watches form an essential part of TW Steel’s identity along with the unique use of stainless steel, all models being produced to Swiss quality standard. It was an idea born out of the creative mind of Ton Cobelens, Jordy’s father, who leads the design process for each new timepiece, while the day-to-day running of the company is left to his son who, despite his age, boasts over a decade’s worth of experience in the watch business, having gained first-hand experience from the ground up in sales, marketing and distribution.

Jordy Cobelens’ drive and vision has helped to firmly establish TW Steel as a major international watch brand. From its relatively humble beginnings in 2005, TW Steel is now available in over 100 countries worldwide across approximately 5000 retail outlets. While the company enjoys a broad-reaching, affordable price-point, the strength of the design, combined with the overall look and feel of the product, has ensured TW Steel sits comfortably in high-end retail outlets enjoying its own unique appeal against more established, aspirational brands –
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