TW Steel boosts global marketing with Yamaha deal


TW Steel has signed a global sponsorship deal with Yamaha Factory Racing, representing the expansion of its global marketing platform. 

The Dutch brand, which is exhibiting at The London Watch Show on July 2 and 3, has announced that the new global sponsorship deal with Yamaha Factory Racing will start with this weekend’s Italian Grand Prix at Mugello, Round 5 of the 2013 MotoGP season.

The relationship, which the oversized watch brand described as "multi-year", will see TW Steel positioned as the official sponsor of Yamaha Factory Racing – the Italian-based squad that competes with reigning MotoGP World Champion Jorge Lorenzo and multiple Moto GP World Champion Valentino Rossi.

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TW Steel will have branded platforms at each race and later in the season will introduce an all new TW Steel Yamaha Factory Racing watch collection.

Jordy Cobelens, TW Steel CEO and co-owner said: “Our association with Yamaha Factory Racing simply showcases once again TW Steel’s ambition as a global brand.

“The platform the team offers us is immense, not only in terms of Yamaha’s worldwide reach but also thanks to the following enjoyed by the team competing in MotoGP. Our TW Steel Yamaha Factory Racing collection will represent the very best from both brands and we look forward to launching these timepieces together shortly.”

Meanwhile, TW Steel has produced the one off Swiss-made CEO Tech World Centennial, to mark the fact that it now retails in over 100 countries worldwide.

The timepiece was presented for the first time over the weekend at the Couture International jewellery trade show in Las Vegas where it won the prestigious People’s Choice award at the annual Couture Time Awards.



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