About a 'big time' watch
RENEE MINUS WHITE Fashion & Beauty Editor | 8/17/2012, 10:26 a.m.
TW Steel, the international watch brand that is "Big in Oversized Watches," celebrated the unveiling of their Kelly Rowland CEO Tech Special Edition timepieces on July 31. It was a VIP event in New York, with Rowland centerstage to reveal and model the watches she co-designed.
Jordy Cobelens, TW Steel's co-owner and CEO, played host to the global launch held at the Standard Hotel in New York's fashionable Meatpacking District, as guests enjoyed the elegant party provided by the company. 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 of the night were undoubtedly the timepieces designed in partnership with the Grammy Award-winning singer. Rowland, formerly of Destiny's Child, was announced as a worldwide ambassador for TW Steel last December.
Both Kelly Rowland CEO Tech executions simply radiate flair 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. Rowland's signature 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 Cobelens. "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 that 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, where I'm sure they'll have massive appeal," he said.
"I have to echo Jordy's statement about it being an amazing event to debut my first TW Steel watches," enthused 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 fireworks display. For me, it's amazing to finally share with everyone the watch designs 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."
Founded in 2005, TW Steel is a family-owned company led by Cobelens, 29. He was named Ernst & Young's 2011 Emerging Entrepreneur of the Year in the brand's native country of Holland. Now an international lifestyle brand available in 100 countries worldwide, TW Steel is also the official timing partner to the Lotus F1 Team in Formula One racing.