TW Steel signs Kelly Rowland as brand ambassador

Kelly Rowland at a recent TW Steel party.

Singer says the collaboration has come together organically.

Oversize watch brand TW Steel has signed singing star anf current The X Factor judge Kelly Rowland as a brand ambassador. 

The deal was announced at a party in London last night co-hosted by the brand and the celebrity at The Box in Soho. 

Rowland took to the stage to speak to the crowd of press and retailers and spoke about how the deal came together. She said: "I have been a fan of TW Steel for some time now and it all came together very organically. I think the brand is the perfect mix of femininity and masculinity."

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TW Steel chief executive Jordy Cobelens is a huge music fan, having set up his own music label Steel Entertainment, and he spoke of his delight at woring with Rowland. He said: "Kelly’s sheer presence connects her to so many people and her talent is simply phenomenal. We’re delighted to be partnering with her and to have her representing TW Steel. We share her passion for music and we know she enjoys working with many different artists. We’re looking forward to collaborating with her also, we plan to produce a couple of special edition timepieces for her, and I know they’ll be a huge success.”

The planned special edition watches will be co-designed by Rowland herself. Speaking of this new challenge, she said: "I love the statement wearing a big watch makes and they just get what it is to be fun and stylish at the same time. I love fashion – it plays such an important role in the music industry. For me to now channel that passion into designing my own range of watches with TW Steel is pretty exciting.”

The eyes of many TW Steel retailers and executives at Swico will no doubt be glued to TV screens on Saturday night to see whether Rowland will make the most of her partnership with the brand and wear a TW Steel watch during the final of The X Factor, a show that is expected to generate millions of viewers. 

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