TW Steel opens doors on first Australian boutique

Oversized watch specialist TW Steel has opened its first Australian flagship store.

The brand held an exclusive showing of the hand-built CEO Tech World Centennial watch at its Strand Arcade boutique. The timepiece is valued at US $100,000 (£62,092) and features 484 diamonds totalling 7.08 carats. The watch was created to celebrate TW Steel’s availability in 100 countries worldwide and won People’s Choice at the Las Vegas Couture Time Awards earlier this year. The Australian event was the first time the watch has been on display outside of the exhibition.

Along with TW Steel CEO and co-owner Jordy Cobelens, guests on the night included TW Steel ambassador, five time MotoGP World Champion Mick Doohan and various actors.

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CEO Cobelens officially opened the store and said it was a huge step in the right direction for both Australia and the brand. He commented: “The boutique truly delivers the world of TW Steel to the consumer and allows us to showcase our full collection. It’s great to see that Australians aren’t afraid to be bold and make a statement by wearing a large timepiece."

Attendees were each gifted a TW Steel watch on entrance to the event and award winning Italian Restaurant Pendelino served guests canapés while they sipped on signature cocktails courtesy of The Whisky Ambassador and beer and wine from Sydney Brewery and Tyrrells respectively.

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