Hong Kong: TW Steel Celebrates Opening of First Standalone Boutique


Armani Aqua in Central was the place to see and be seen on the evening of 7 December 2012 as fashionistas, gliterati, and at least one travel blogger celebrated the opening of the world’s first TW Steel standalone shop in Hong Kong.

TW Steel CEO and co-founder Jordy Cobelens and four time Grammy Award Winner and Brand Ambassador Kelly Rowland led the celebrations at the stylish venue.

And the champagne did flow …

“We are thrilled to launch our first ever stand alone store here in Hong Kong,” Jordy says.

“The opening of the store heralds our tapping into the enormous opportunities in the Greater China region, and unequivocally solidifies our Asian presence.”

Organic Partnership

Kelly, who recently unveiled two special edition watches that she co-designed at the VIP event in New York City, is equally upbeat.

“What I love about the partnership with TW Steel is that it’s organic,” Kelly says.

“I was already a fan so this brings my relationship with TW Steel to another level.”

So why would TW Steel open its first branded outlet in Hong Kong rather than London, New York, or Amsterdam? Jordy is, after all, Dutch – and the company is based in the Netherlands!

World’s Largest Luxury Watch Market

Despite its relatively small population – Hong Kong has just over 7 million people – it is the world’s largest market for luxury watches. In other words, more luxury watches are sold in Hong Kong each year than in the United States or China.

Based on what Jordy told me when I interviewed him several months ago, TW Steel is positioned as an “affordable” luxury. They are expensive – but they are not ridiculously expensive.

So what sets TW Steel watches apart from other watches? They are big. They are thick. And they are heavy. I know, because I wear one.

Silver and Black

But there is something else unique about TW Steel. The watches are designed by Jordy’s father, Ton Cobelens, who leads the design process for each new timepiece. This is a joint venture, so to speak, of father and son!

And why am I personally so excited about this brand? In case you haven’t noticed, I’m an avid fan of the Oakland Raiders, and most of the men’s watches in the TW Steel collection are Silver and Black! They are bulky. They are masculine. They are right in keeping with the Raider Image.

TW Steel was founded in 2005. There are now 140 models to choose from. They are sold in about 5,000 retail outlets in more than 100 countries around the world.

Where: Shop 2207, Level 2, Harbour City, 3-27 Canton Road, Tsim Sha Tsui, Kowloon, Hong Kong.

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