A simple conversation in 2005 on the popularity of oversized watches made Ton Cobelens take a bold step and seize the opportunity. He produced and designed the first ever collection of watches from his house. The collection features the iconic TW01, TW02, TW03 and TW04 which set into motion the glorious journey of TW Steel in conquering the timepiece market. Initially, the Canteen style of the first four models was expanded by Ton to feed the market's appetite for time and unabated attitude. Eventually his son Jordy took charge of the timepiece market. With his natural born networking and sales skills he turned the TW Steel brand into a globally recognized phenomenon. The father and son duo continues to respectively design timepieces and run the company with unchallenged freedom.