| TW Steel watches could be said to have gotten its | | | | Jordy chose to head up TW Steel and front the |
| start when a young Dutch boy took an interest in | | | | development of the TW Steel watch. |
| what his father did for a living. It was when Ton | | | | In early 2006 a Chinese manufacturer was paid to |
| Cobelens, working as a distributor for Raymond Weil | | | | produce 400 each of 4 different designs that Ton |
| watches, that the young Jordy Coblelens took an | | | | and Jordy Cobelens had produced, just to see if |
| interest in watches. His father moved on to another | | | | there was a market for an even larger format than |
| career, advertising. He opened his own advertising | | | | was currently available. All of the prototypes sold in a |
| agency and was rather successful but soon Ton's | | | | few weeks through Dutch distributors of fine |
| passion for watches had him starting his own watch | | | | jewelry. There did seem to be a demand for the |
| brand. Now the passion that had been kindled in the | | | | behemoth time pieces. The demand was not gender |
| young Jordy years before, had an outlet. At first he | | | | or age specific either. Men, women, young and old |
| worked on his entrepreneurial skills by selling his | | | | snatched up the TW Steel watches. |
| fathers brand of watches, to the fathers and | | | | TW Steel (The Watch in Steel) is the Cobelens' take |
| relatives of school mates. | | | | on massive, blingy timepieces. While not a luxury |
| Jordy and his father began to work together in | | | | product they look as if they cost up to ten times |
| earnest on Ton Cobelens brand of watches. Jordy | | | | more than they do. With Dutch quality control, |
| learned the trade, spending a year in Germany gaining | | | | Japanese quartz movement, the expertise of Chinese |
| first hand experience in the art of Horology-the art | | | | manufacturing coupled with the romantic rose and |
| and/or skill of making clocks, watches or other | | | | matt black of the Cobelens 45mm, 48mm or 50mm |
| devices for telling time. His experience started with | | | | bezels gives the illusion of a luxury item. |
| learning to deal with distributors and jewelers then | | | | The 4 prototype models quickly turned into 11, that |
| expanded to every aspect of the watch industry. | | | | have multiplied into over 100 models that are available |
| TW Steel watches was the lure to bring Jordy into | | | | today. With the eye for design that Ton Cobelens |
| the watch business 100%, luring him from his other | | | | has and the opening of offices in Thailand, Hong |
| interest music. At the same time he was working | | | | Kong and Australia, the 100 models now available |
| with his father to develop his watch brand, he had | | | | could jump even higher. |
| also founded his own music company JC Records. | | | | With a distributor base that includes names like |
| With the concept of TW Steel watches on the table | | | | Harrods of London, Jordy Cobelens is looking forward |
| Jordy turned his full attention to the watch business | | | | to seeing how far he can ride this wave of success |
| in 2005. | | | | by using his brand on everything from sunglasses to |
| Believing in the potential of the TW Steel brand | | | | jewelry. |