TW Steel smashes targets in US

Oversize watches sell 10 times more than forecast in first year in US.

TW Steel’s venture into the US market has proved popular with the oversized watch brand claiming to have sold 10 times more watches than it initially forecast at the end of its first financial year trading in the country.

The watches are being distributed in the US through a joint partnership between UK company Steerwell Group and US firm Tempus Group that was formed 18 months ago.

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TW Steel now has about 280 doors in the US and Steerwell marketing director Laurie Milne said that the watches are being sold side by side with Rolex and Patek Philippe by high-end jewellers in the States.

Milne added: “TW Steel is the perfect watch brand for America as they are reasonably big and value for money, which is very important out there.”

The oversize watch market has been buoyant in the UK for the past few years but Milne said that it is still emerging in the US, which offers TW Steel new opportunities. He said: “TW Steel is creating its own marketplace and there is no price prejudice – you can drive a Porsche and you can wear a TW Steel.”



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