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About us

The brains behind TW Steel


Jordy Cobelens

A fearless entrepreneur, TW Steel’s CEO Jordy Cobelens is the commercial force driving the brand. With a passionate belief in the product, he has an infectious enthusiasm for connecting and growing the TW Steel network across the globe.

A born go-getter by nature, whilst other school children were worrying about their homework the young Cobelens was successfully building his first sales network at just 14 years of age.

Today the 2011 Ernst & Young Emerging Entrepreneur of the Year is on a mission to sell timepieces that enrich people’s lives. Believing a great watch is a compliment, his vision for TW Steel is to deliver above the value of the timepiece and bring affordable products with attitude that offer a great experience to the wearer.


Ton Cobelens

As Jordy Cobelens is the commercial powerhouse driving the TW Steel brand, so his father Ton Cobelens is the creative mastermind, personally responsible for the visualisation of the TW Steel style from day one.

With over 20 years experience running his own advertising agencies handling global watch accounts, there’s little Ton doesn't know about bringing a timepiece to the market. 

Finding creative input from multiple sources, Ton is able to conceptualise a new timepiece in thoughts before working with TW Steel’s design team to bring the concept into reality.

Pride in the brand and a unique feeling of family closeness and harmony starts here at the source. It then spreads throughout the company and further across the world adding strength and confidence to the TW Steel network.

Things we value the most


We have a global reach. Wherever you are in the world we're not far away with a timepiece that matches your attitude.


Dutch by design, big in attitude and peerless in class. We are unashamed to be different and make no apologies for resisting the norm.


Designing distinctively, we sidestepped the traditional path, carved a new timeline in the watch market and continue to break new ground today.


Time doesn't rest and neither do we; our ambitious mindset is in perpetual motion, keeping us one step ahead of the pack.


Steel has run through the very architecture of our design from the first timepiece, creating form and function with Swiss quality standard.


There's an art to being bold with style, it takes confidence and character to stand alone. It's not a watch, it's a statement.