Two watches – the Limited Edition and the Special Edition – have been developed as the result of TW Steel becoming official timekeeping partner of the Red Bull Holden Racing Team.
Phil Edwards, managing director of the watch brand’s local supplier Duraflex Group Australia (DGA), explained that distribution of both models would be restricted to the local region.
“The focus is Australia and driving brand awareness locally; however, of course the partnership will feature on the [TW Steel] international website,” Edwards added.
The Limited Edition timepiece is based on the TW Steel CEO Adesso collection. There are 88 numbered watches that feature a 45mm steel case, chronograph movement and a ‘unique’ crown cap construction that is said to have been redesigned for a more intuitive feel and use.
Meanwhile, the Special Edition is a modified version of TW Steel’s new Volante collection; there are three styles available, measuring 40mm, 45mm and 48mm. The styles feature a steel or carbon case with PVD blue-coated bezel and screwed crown, as well as the Red Bull Holden Racing Team logo on the dial and case back.
Stronger presence
Edwards explained that jewellery retailers would also be provided with point of sale material to assist in promoting brand awareness and sales. The brand’s profile is likely to be further enhanced by the fact that the TW Steel logo appears on the team’s V8 Supercars and uniforms.
The latest collaboration expands on TW Steel’s association with motorsports, given it has partnerships with several other international racing teams and competitions.
“Partnering with the Red Bull Holden Racing Team is a great way to show some love to a new area of racing for us,” TW Steel CEO Jordy Cobelens said.
“The new team structure between Triple Eight, Holden and Red Bull is so powerful and exciting for us and the fact that we can join them as the team’s official timekeeping partner is a true privilege,” he added.
The Red Bull Holden Racing Team is believed to have achieved six Bathurst 1000 wins, seven Drivers Championship titles, eight Teams Championship titles, as well as more than 150 race wins and 300 podiums.
Edwards said the Special Edition watches were now available and the Limited Edition model would be released in October.
The timepieces will be on display at the International Jewellery Fair from Saturday 26 August to Monday 28 August.
the collaboration
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