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TW Steel hallmarks first decade with limited edition watch

TW Steel hallmarks first decade with limited edition watch
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Global lifestyle brand TW Steel celebrated its 10th anniversary last July 28 with the unveiling of a special limited edition anniversary watch, the Apex Canteen, alongside updating its existing timepiece collection.

The Apex Canteen watch only has 200 units available worldwide, with only 15 watches out in the Philippine market. This Swiss-made limited edition timepiece houses an ETA 7750 Valjoux Chronograph Automatic movement for added accuracy and is elegantly adorned by sapphire crystal cover. Giving additional luster to the timepiece is the steel case with hammered bezel and the black embossed dial that displays the month and date. Sporting a real crocodile brown leather strap, each Apex Canteen watch is waterproof up to 10ATM.

Apart from releasing the 10th anniversary watch, TW Steel also gave a fresh look to its standing Canteen Collection. Each design from the collection’s 3-Hand, Chrono, and Automatic movement editions will now include 45mm and 50mm case size options.

All three types sport a brushed steel case and utilize high precision movement. While the 3-Hand version have a steel brushed bezel, the Chrono and Automatic editions come with a hammered steel bezel. The Automatic edition steps a notch higher, adding a steel piece on its leather strap.

Giving a classy, aged flair look to the collection is the use of leather straps. But for those who prefer steel over leather, TW Steel also restyled its steel bracelets, incorporating new designs including brushed steel, PVD rose gold plating, and PVD yellow gold plating. Another option for steel-strap aficionados is a two-tone variant of steel and PVD-plated combination.

TW Steel Co-founder and Chief Design Officer Ton Cobelens acknowledged this hallmark of success saying, “Canteen has showed its staying power in the market, and we know how much people love their pieces. Re-styling isn’t done for the sake of it; it’s only done to improve the design aesthetically or technically. We’ve kept the DNA of these models to satisfy the consumer, but we’ve obviously enhanced their appeal with the new adaptations and style improvements. It’s exciting to see such growth in the Canteen range, with the new collection taking us to around 200 designs. It’s been a substantial task but I’ve taken great delight in it knowing the enduring legacy of this design and its integral role in the success, both past, present and future, of TW Steel.”

“Personally, I take a great degree of satisfaction that ten years on from the introduction of our first Canteen Collection, there’s still room to develop the range as we’ve done with the 2015 models,” Cobelens added.

In its ten years in the horological industry, TW Steel has managed to climb its way from a humble beginning of four models worn mostly by its founders’ family members and friends to nearly 300 designs available in more than 5,000 points of sales worldwide, while also catering to Formula One teams and drivers, sports celebrities, musicians and actors, and TV Channels such as FOX Sports Asia and MotoGP telecasts.

TW Steel is available at the TW Steel boutiques in The Podium, Shangri-La Plaza, SM Mega Fashion Hall, SM Aura Premier, Century City mall, and SM North EDSA, as well as in Lucerne, Chronos, Swissgear, WristPod, Adora, and Le Temps in New Port Mall.

Words and photos Antonio Jose Galauran

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