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Watch brand TW Steel has recently extended its motorsport collaboration
Watch brand TW Steel has recently extended its motorsport collaboration

TW Steel watches extends motorsport deal

The collaboration between Dutch watch brand TW Steel and Australia’s Red Bull Holden Racing Team will continue to 2019, with the brand announcing the launch of a limited edition timepiece next year as a result.
Phil Edwards, Duraflex Group Australia managing director
“Retailers have capitalised on the dynamic brand alignment of Red Bull Holden Racing and TW Steel.”
Phil Edwards, DGA managing director

Phil Edwards, managing director of TW Steel’s local supplier Duraflex Group Australia (DGA), confirmed the release of a new Red Bull Holden Racing Team Limited Edition watch after the team won a V8 Supercars championship title at the motor racing Newcastle 500 event last month.

“The new Limited Edition watch will be launched in line with the opening round of the Adelaide 500 series [an annual motor racing event] between 1 and 4 March 2018,” Edwards said.

He explained that the collaboration between the two parties had been extended for two years and would involve increasing TW Steel’s presence in race team branding, signage and merchandise.

As previously reported by Jeweller, TW Steel became the official timekeeping partner for the Red Bull Holden Racing Team in August 2017. It also has partnerships with several other international racing teams and motorsport competitions.

Valuing collaborations
TW Steel
TW Steel's motorsport offering includes a Special Edition model that was released earlier this year

Edwards said retail stockists had already benefited from the collaboration as it provided “exciting” sales opportunities for new and existing customers.

“Retailers have capitalised on the dynamic brand alignment between the Red Bull Holden Racing Team and TW Steel. The power and influence of the Red Bull logo drives foot traffic and in turn, sales,” Edwards explained.

“Retailers have had the opportunity to leverage this partnership and the reach – of both the Red Bull and Holden/Supercars brands – to tap into a new and lucrative customer segment and capitalise on the hot demand for merchandise and limited products.”

Edwards said stockists were also taking advantage of in-store promotions, such as competitions offering customers the chance to win signed merchandise and tickets to motorsport events.

Jordy Cobelens and his father, Ton Cobelens, founded TW Steel in 2005. DGA acquired the distribution rights throughout Australia and New Zealand in July 2017.

Red Bull Holden Racing team driver Jamie Whincup
Red Bull Holden Racing team driver Jamie Whincup

More reading
TW Steel races ahead with motorsport watches
Duraflex secures TW Steel distribution



















Sunday, 21 October, 2018 05:51am
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