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By Zahra Al-Kateb | July 30 2014
TW Steel’s collaboration with Dutch DJ sensation and Brand Ambassador Mitchell Niemeyer has culminated with the launch of the 26-year-old’s very own oversized timepiece.The Mitchell Niemeyer Special Edition is the very first Canteen Bracelet model sized at 45mm in the bold range from ‘The Watch in Steel’.
This stunning model truly reflects the energy and passion Amsterdam-born Mitchell brings to his music, where his style fuses ‘House’ and ‘Electro’ and has been enjoyed by Electronic Dance Music fans around the world.
Unique to the piece is the exclusive dial, which mirrors Mitchell’s favorite tattoo design featuring prominent stars. These have been subtly incorporated into the dial, which also stands out courtesy of titanium colored horizontal stripes. Distinctive orange and white hands and markers add a pop of color to the design, the orange also reflecting Niemeyer’s Dutch DNA, one shared with the brand ‘Big in Oversized Watches’.
A stylish sandblasted PVD dark titanium coated steel case houses a state-of-the-art Chronograph Big Caliber Miyota 6S20 movement. The bezel on Mitchell’s edition features a PVD black coated shine finish with the mid-pieces on the bracelet matching. The steel bracelet, which features a revised link design, incorporates a sandblasted PVD dark titanium coating. The model is also 10 ATM water resistant.
“I’m blown away by the detail in my Special Edition,” stated Niemeyer as he enjoys a packed summer of events including the likes of DJ’ing at Dance Valley and Totally Summer. “The use of the stars from my tattoos on the dial makes it extremely personal to me but it’s also an appealing part of the design. I hope other people will share my love and appreciation of it. I’ll be proudly sporting it at gigs around the world that’s for sure.”
“This watch was a lot of fun to design because of the close relationship we enjoy with Mitchell,” reflected TW Steel CEO and co-owner, Jordy Cobelens. “We’ve long been fans of Mitchell’s talent and we signed him to Steel Entertainment Group, TW Steel’s official entertainment company. As a brand ambassador he’s been fantastic, doing sets around the world and modeling his various TW Steel watches from Los Angeles to Hong Kong, from Las Vegas to Ibiza. I’m delighted that he now has his own Special Edition. It’s a real reflection of who he is and his talent and ambition.
Mitchell’s new-look ‘This Is My Time’ campaign for TW Steel will support the promotion and launch of his Canteen Bracelet Special Edition. Niemeyer’s promotional images were captured by renowned fashion and music photographer, Rahi Rezvani, the Amsterdam-based artist having also shot TW Steel’s campaigns for its new Slim Line collection and brand ambassadors Kelly Rowland and David Coulthard.
(Source: TW Steel)