Dutch watchmaker TW Steel opens first HK boutique in Harbour City

PUBLISHED : Tuesday, 11 December, 2012, 12:00am
UPDATED : Wednesday, 12 December, 2012, 7:42pm

Watches have been a large part of Jordy Cobelens' life since he was young. His father was a watch distributor and later did advertising for some big watches companies when Cobelens was growing up. So starting watchmaker TW Steel was a natural move for him.

"I saw that the big watches were definitely becoming more popular, but it wasn't something available at [our] price point. So I thought, why not give it a go," said Cobelens last Thursday, as he celebrated the opening of the Dutch brand's first Hong Kong boutique in Harbour City at Tsim Sha Tsui. A "Big Time" party was held that night at Armani Aqua in Central.

"The thought was to create big watches. Affordable luxury is what we stand for. We want to make sure that at the price point that people are buying our watches, people feel that they are wearing something so much more expensive."

Aiming to tap into the women's market, the brand assigned American singer Kelly Rowland as its global brand ambassador, asking the former Destiny's Child member and X Factor judge to design two special-edition watches, which were launched in August.

"The inspirations came from all my favourite things. Blue and pink are my favourite colours and the [design] team asked me every question there was to what I wanted," said Rowland.

"I love [the watches'] big face. It's so chic. For me, they go with everything in my wardrobe or as a statement piece that might bring together a look for an outfit.

"My watches - just as the whole collection - you can dress them up or down, it doesn't matter what time of day it is. You rock it however you want … For me, I rock it with whatever I want to rock it with - I might wear some bracelet over with it. They just kind of go with everything."