Dutch by design, big in attitude and peerless in class, we're the new school for time. Unashamed to be different and taking strength from size, we've carved a new timeline in the watch market since our arrival in 2005.

Coming on strong from the outset we sidestepped the traditional path and continue to break new ground in untested territory today. Steel has run through the very architecture of our design from the first timepiece, creating form and function with Swiss quality standard.

We make no apologies for resisting the norm and neither do those who choose to stand tall and wear our time. 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.

Make no mistake, our brand is loaded. It takes weight to make an impression so the signature steel elemental construction and expressive designs project strength and presence from the wrist. The uniquely crafted timepieces are the brainchild of Ton Cobelens, a creative force who continues to guide the shaping of every new model.

As Ton Cobelens is our creative force, so his son Jordy Cobelens is our driving force, ensuring our impact is global. The combined experience and sharp thinking of the two are reflected in everything we make and do, a determined, double dynamic of creativity and enterprising business sense.

We have a global reach. Wherever you are in the world we're not far away with a timepiece that matches your attitude without denting your wallet.

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

We are TW Steel.


We are a global brand. We make timepieces for the bold, wherever you are. No longer defined by nationality and place of birth, you can choose to be defined by your actions and adventures around the planet.

We're proud of our origins, born in the Netherlands and Dutch by design. It's no surprise then, coming from a nation whose adventures helped to map the world that we can be found in the farthest corners of the globe.

Today you can find us in over 5000 retail outlets spread across over 100 countries. Wherever you've chosen to make your mark and write your story, we're not far away.


A simple conversation in 2005 on the popularity of oversized watches was all the catalyst needed for Ton Cobelens to take a bold step into action. Seizing the opportunity he designed and produced the first ever collection from his house. The iconic TW01, TW02, TW03 and TW04 were born and so began the epic TW Steel story.

From the Canteen style of the first four models, Ton was quick to expand the range to feed the market's appetite for time with attitude. Research and design led to different styles and shapes, from a contemporary take on the classic Pilot to the rugged Diver's watch, all in oversize and demanding respect.

His son Jordy took the timepieces to market, using his natural born sales and networking skills to turn the TW Steel brand into a global phenomenon.

Father and son continue to trust each other to respectively design timepieces and run the company in their own way and this freedom breeds success.

Today the motivation remains the same; to make something that is visually stunning and a thrill to buy. It's not a watch, it's a statement.

Copyright © 2018, TW Steel South Africa